75983 - Value Pricing Laboratory

Learning outcomes

This module provides a theoretical and methodological approach to customer value measurement. More specifically, the course will deal with the way managers can

a) MEASURE the value for the customer by assessing homogeneous segments of customers seeking similar benefits from the product/service or exhibiting similar profiles; 

b) DELIVER value to the customer through distribution channels; and 

c) OBTAIN value from the customer through pricing and promotion strategies. 

The module is very practical in nature and is aimed to provide students with rigorous methodological tools to analyze the different areas that contribute to creating value for the customer and to obtain value from the customer. Therefore, the theoretical foundations examined in class will be translated into the marketing practice by means of class exercises and team-work assignments.  

Course contents

1. Customer Value Analysis: assessing value for the Customer, and value of the Customer
2. Segmentation, Targeting and Positioning
3. Cluster analysis and customer segmentation
4. Multi-dimensional scaling and perceptual maps
5. Pricing and Promotion Strategies
6. Conjoint Analysis and pricing/product decision
7. Principles of retailing and channel management
8. Category management: a customer-based perspective on assortment strategies; implementation of the card sorting technique
9. Experimental methodology
10. Collecting and analyzing experimental data

Readings/Bibliography

Reading packet available at the local university copy center. The reading packet is protected by copyright, included in the final cost charged by the copy center. I am committed to the complete legality of the distribution of the course material.

Teaching methods

-       Traditional teaching with frontal lessons -  Class discussion of case studies and team-works

Assessment methods

Attending students(those participating in team-work assignments): -  50% written exam evaluation (the chapters on the topics discussed in the team-work assignments will be excluded from the exam program for attending students)  - 50% team-work assignment evaluation

  Non-attending students : 100% written exam evaluation

Teaching tools

-       Educator's teaching notes - Case studies  - Team-works and class discussion

Office hours

See the website of Gabriele Pizzi