85265 - VALUE PRICING LABORATORY

Conoscenze e abilità da conseguire

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.

Contenuti

This module provides a theoretical and methodological approach to customer value measurement. This laboratory aims teaching students how to price products and services by providing a comprehensive framework for understanding pricing strategies and tactics. In particular, the theoretical foundations examined in class will be translated into the marketing practice by means of class exercises in the lab.

Contents:

1) Segmentation, Targeting and Positioning

2) Cluster analysis and customer segmentation

3) 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) Text mining analysis

Testi/Bibliografia

The course is mainly practical in its nature. Therefore, classes will be mainly in lab. There are not mandatory readings for this course. However, students might make reference to the following books and papers aimed to deepening either the theoretical concepts or the methodological issues.

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

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

3) Humphreys, A., & Wang, R. J. H. (2018). Automated text analysis for consumer research. Journal of Consumer Research,44(6), 1274-1306. Chicago

4) Berger, J., Humphreys, A., Ludwig, S., Moe, W. W., Netzer, O., & Schweidel, D. A. (2020). Uniting the tribes: Using text for marketing insight. Journal of Marketing, 84(1), 1-25.

Metodi didattici

The course teaching methods includes lectures, laboratory, group project work to allow participants to apply to real settings the concepts and techniques that have been analysed during the course.

Modalità di verifica e valutazione dell'apprendimento

Though not compulsory, class attendance and participation in team-work assignments is strongly encouraged. Team-work assignments consist of:

One final team-work project: students will be asked to work in group on a project and to present in class the results and the managerial consequences of their project.

Course evaluation will be different depending on the eventual participation in team-work assignment, as detailed in the following:

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

The final written exam for the Laboratory of Value Pricing Module will consist of the interpretation of a couple of SPSS outputs by proposing a) the conclusions that can be drawn from the data, and b) the managerial consequences of the findings reported on the outputs, backed by the theory studied in class.

The grades of the two module exams will be averaged to compute the “final written exam” grade.

 

La graduazione del voto finale è la seguente:

18-19: conoscenza di un numero molto limitato di argomenti trattati nel corso e capacità analitiche che emergono solo con l'ausilio del docente, espresse in un linguaggio complessivamente corretto;

20-24: conoscenza di un numero limitato di argomenti trattati nel corso e capacità di analisi autonoma solo su argomenti prettamente esecutivi, espressione in un linguaggio corretto;

25-29: buona conoscenza di un gran numero di argomenti trattati nel corso, capacità di compiere scelte autonome di analisi critica, padronanza della terminologia specifica;

30-30L: Ottima conoscenza degli argomenti trattati nel corso, capacità di operare scelte autonome di analisi critica e collegamento, piena padronanza della terminologia specifica e capacità di argomentazione e autoriflessione

Strumenti a supporto della didattica

SPSS

Orario di ricevimento

Consulta il sito web di Annamaria Tuan