- Docente: Gabriele Pizzi
- Credits: 3
- SSD: SECS-P/08
- Language: Italian
- Teaching Mode: Traditional lectures
- Campus: Rimini
- Corso: Second cycle degree programme (LM) in Business Administration and Management (cod. 8842)
Learning outcomes
This laboratory aims teaching students how to price and services by providing a comprehensive framework for understanding pricing strategies and tactics. The course addresses issues such as price elasticities, economic value analysis, value perception and price customization.
Course contents
- Customer Value Analysis: assessing value for the Customer, and value of the Customer
- Segmentation, Targeting and Positioning
- Cluster analysis and customer segmentation
- Multi-dimensional scaling and perceptual maps
- Pricing and Promotion Strategies
- Conjoint Analysis and pricing/product decision
- Experimental methodology
- Collecting and analyzing experimental data
- Online Communication
- Web Analytics lab
Readings/Bibliography
The course is mainly practical in its nature. Therefore, the best way to learn is actively participate in class discussion and laboratory sessions. Lecture slides can be used as a tool to support learning in class. There are not mandatory readings for this course. However, students might make reference to the following two books aimed to deepening either the theoretical concepts or the methodological issues.
1) “Marketing Management (4th Edition) – Winer & Dhar – Pearson Ed.
2) "Statistics for marketing and consumer research" - Mazzocchi, Mario - Sage, 2008.
Teaching methods
The course is a combination of theory and practice.
Therefore, each topic tackled in this course requires an overview of the relevant theory (2 hours) and the related analyses in the lab (4 hours)
Assessment methods
Written Exam
Teaching tools
Lecture Slides
SPSS datasets for lab sessions
Office hours
See the website of Gabriele Pizzi