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B5. That students have developed those learning skills necessary to undertake further studies with a high degree of autonomy.
E1. Recognize the environment in which the organization operates, the operation of the company and its functional areas and the instruments of analysis.
E2. Apply the basics of marketing and market research.
E3. Identify the qualitative and quantitative tools of analysis and diagnosis for market research.
E4. Analyze and evaluate strategies for developing, launching and positioning new products, as well as making decisions regarding the variable of the product, price, distribution and communication.
G1. Be able to work in a team, actively participate in tasks and negotiate in the face of dissenting opinions until reaching consensus positions, thus acquiring the ability to learn together with other team members and create new knowledge.
T5. Develop tasks applying the knowledge acquired with flexibility and creativity and adapting them to new contexts and situations.
Identify and link the concepts of value proposition and price in the definition of any business model.
Understand the concept of costs and how they relate to determining the price of a product.
Understand what our competition is doing in terms of pricing and whether this should be a point of parity or a point of difference.
Understand the different models of demand and see what effect they have on the price we can set.
Develop the skills to plan and execute a pricing program
Analyze business competition and identify markets and customers by understanding consumer behavior and using the technological tools of Marketing
The methodology consists of the combination of different types of activities that in combination seek the development of the thematic contents in a dynamic and convenient way. The activities that make up this methodology are as follows:
It is recommended that students bring a laptop for the theoretical sessions in which cases must be resolved to allow collaborative work and the preparation of the written report of the same that must be attached to the Virtual Campus for be evaluated.
Some classes and reading / work materials will be entirely in English.
This subject has methodological and digital resources to make possible its continuity in non-contact mode in the case of being necessary for reasons related to the Covid-19. In this way, the achievement of the same knowledge and skills that are specified in this teaching plan will be ensured. The TecnoCampus will make available to teachers and students the digital tools needed to carry out the course, as well as guides and recommendations that facilitate adaptation to the non-contact mode.
The concept of value.
• The concept of value in a business model
• Value by necessity
• Value by resolution
• Real value vs. perceived value
• Continuous improvement value increase
Costs and their Relation to Price
• Relevant vs. irrelevant costs for pricing
• The concept of profit margin
Competition and its influence on Prices
• Analysis of Competition Prices
• Parity Points
• Points of Difference
• Market Segments and Voracity of Competition
• Response to changes in competitors' prices
• Demand models
• Fixed prices
• Dynamic prices
Price vs. Value.
• Linking price and value generated
• Concept of overvaluation
• Alignment / misalignment of the pricing strategy with the value strategy.
• Integration Costs + Competition + Demand + Value
• Designing the pricing strategy
• The price and the other P's of Marketing
• Products that are priceless
The quarterly evaluation will take into account the following aspects with the weights indicated:
- Continuous Assessment 60% SE2. (Theoretical Exercises, Practical Cases, Reading Control, Discussion of Articles) and SE1 (Class Participation)
- Final Exam 40% SE4 (Required to pass the final exam to pass the course)
There will be a recovery at the end of the quarter. Only the Final Exam grade will be recovered, so 60% of the grade is unrecoverable.
Parkin, M., Powell, M., & Matthews, K. (2014). Economics. Harlow: Pearson.
Smith, Tim J. (2012) Pricing Strategy: Setting Price Levels, Managing Price Discounts, & Establishing Price Structures. Mason, Oh: South-Western Cengage Learning.
Nagle, Thomas T., and John E. Hogan. (2006) The Strategy and Tactics of Pricing: A Guide to Growing More Profitably. Upper Saddle River, NJ: Pearson / Prentice Hall.
Anderson, C. (2009). Free: The future of a radical price. New York: Hyperion.
Kotler, Philip; Keller, Kevin (2011). Marketing Management. 14th Edition. Prentice-Hall
Kotler, Philip, and Gary Armstrong. (2010) Principles of Marketing. Upper Saddle River, NJ: Prentice Hall.
De Jaime Y Eslava Jose´ (2007) Pricing: New Price Strategies. Madrid: ESIC.
CLARK, Tim. (2012): “Your business model” (2nd Edition). Deusto (Grupo Planeta).
OSTERWALDER A. & PEIGNER, Y. (2010). Business Model Generation: a handbook for visionaries, game changers and challengers. Wiley published.