85265 - Value Pricing Laboratory

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

1. Segmentation, Targeting and Positioning
2. Cluster analysis and customer segmentation
3. Survey Preparation
4. Multi-dimensional scaling and perceptual maps
5. Pricing and Promotion Strategies
6. Conjoint Analysis and pricing/product decision
7. Customer Satisfaction measurement and analysis
8. Web Analytics

Readings/Bibliography

Suggested readings: 

1) Winer & Dhar – Pearson Ed. “Marketing Management (4^th Edition)

2) Mazzocchi, M. (2008). Statistics for marketing and consumer research. Sage.

 

Slides will be made available on the online repository before each class

Teaching methods

- Traditional teaching for each topic (2hours/week)

- Lab sessions for each topic (4 hours/week)

Assessment methods

Students participating in team-work assignments:

70% final written exam

30% team-work assignment

Students who do not participate in team-work assignments:

100% final written exam

Teaching tools

- Lecture slides

- Datasets to be analyzed in the lab

Office hours

See the website of Gabriele Pizzi