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Pricing >> Content Detail



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The required textbook for this class is:

Amazon logo Nagle, Thomas T., and John Hogan. The Strategy and Tactics of Pricing. 4th Ed. Englewood Cliffs: Prentice-Hall, 2005. ISBN: 0131856774. (Referred to below as "Nagle.")

In addition, students will be responsible for reading additional articles and cases before each class. The class will spend 5 sessions exploring specific cases in greater depth. These sessions are specified as cases rather than lectures. There is no substitute for reading the case fully before the case discussion.


Week #TopicsReadings
1Lecture: Introduction: Pricing Strategies - the Good, the Bad and the UglyAmazon logo Luecke, Richard. "Pricing it Right: Strategies, Applications and Pitfalls." In Marketer's Toolkit: The 10 Strategies You Need to Succeed. Boston, MA: Harvard Business School Press, 2006. ISBN: 1591397626.

Skim Nagle. Chapter 1 and 2 (intro). If needed, review the break even analysis in Chapter 8/9 of Nagle.
2Lecture: Maximizing Economic Value to the Customer

Case: Exploring EVC
Lecture: Maximizing Economic Value to the Customer

Dolan, Robert J. "Pricing a Value-Based Approach." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-500-071. December 21, 1999.

Nagle. Chapter 3.

Case: Exploring EVC

Shapiro, Benson P., and Jeffrey J. Sherman. "Cumberland Metal Industries: Engineered Products Division-1980." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-580-104. January 1, 1980.
3Lecture: Measuring Demand and influencing Consumer Behavior: A Practical Approach to Pricing a New Product

Case: Pricing a Product for the First Time
Lecture: Measuring Demand and influencing Consumer Behavior: A Practical Approach to Pricing a New Product

Gourville, John T. "Note on Behavioral Pricing." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-599-114. May 25, 1999.

Dolan, Robert J. "Conjoint Analysis: A Managerial Guide." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-590-059. May 8, 1990.

Nagle. Chapter 13.

Nagle. Chapter 8, pp. 149-157. (Costs.)

Nagle. Chapter 4, pp. 96-101. (Reference Effects.)

Case: Pricing a Product for the First Time

McGovern, Gail. "Virgin Mobile USA: Pricing for the Very First Time." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-504-028. September 8, 2003.
4Lecture: How to Price to Best your Competitors?

Case: How to React to a Price Cut?

Case: When is Price-Cutting a Good Idea?
Lecture: How to Price to Best your Competitors?

Rao, Ashkay R., Mark E. Bergen, and Scott Davis. "How to Fight a Price War." Harvard Business Review , March 1, 2000.

Nagle. Chapter 10.

Case: How to React to a Price Cut?

Aquilar, Francis J. "Beauregard Textile Company." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-191-058. October 19, 1990. (This is a 2 page case we will quickly cover the 2nd half of class.)

Case: When is Price-Cutting a Good Idea?

Silk, Alvin J., and Bruce Isaacson. "Philip Morris: Marlboro Friday (A)." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-596-001. September 19, 1995.
5Lecture: The Basic Theory of Segmentation

Case: Product Line Pricing
Lecture: The Basic Theory of Segmentation

Black, Jane. "Sharper Tools for Discriminatory Pricing." Business Week, July 31, 2003.

Grow, Brian. "The Great Rebate Runaround." Business Week , November 23, 2005.

Nagle. Chapter 3, pp. 45-50. (Review.)

Nagle. Chapter 4, pp. 60-78.

Nagle. Chapter 7.

Case: Product Line Pricing

Dhebar, Anirudh, and Adam Brandenburger. "American Airlines, Inc.: Revenue Management." Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-190-029. July 31, 1989.
6Lecture: Customizing Prices in Multiple Ways

Case: Pricing in the Marketing Mix
Lecture: Customizing Prices in Multiple Ways

Dutta, Shantanu, Mark Bergen, Daniel Levy, Mark Ritson, and Mark Zbaracki. "Pricing as a Strategic Capability," Sloan Management Review Vol. 43, No. 3 (Spring 2002): 61-66. Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-SMR-080. April 1, 2002.

Case: Pricing in the Marketing Mix

Anderson, Eric T. Keurig At Home. Harvard Business School Case. Boston, MA: Harvard Business School Publishing. Case: 9-KEL-021. February 28, 2005.

 








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