Pricing Strategy

Prof. Dr. Yasemin Boztuğ

Teaching Assistant:
Helena Schirmacher, M. Sc.

Target Audience:
Master MEB 1-2 (formerly MDM), FRS, MAN, GLOB, IECO, BWL D from 5, VWL D from 5, WINF D from 5, SOW D from 5

Learning Outcome, Competences:
After successful attendance the students should be able to implement the most important determinants of pricing policy and pricing management, as well as to apply selected marketing techniques, marketing strategies, psychological and economic theories for the analysis of optimal pricing strategies. Further, the students learn to investigate the pricing strategy from a B2B and B2C perspective, completed on case studies and caselets.


  • Introduction to pricing strategy
  • Value creation
  • Market segmentation and pricing structure
  • Price adjustment
  • Pricing strategy and price level
  • Cost and financial analysis

The event will take place in attendance. In addition, recordings will be made available.

Time and Place:
Integrated Course:
Tuesdays, 12:30 – 14:00 o’clock, ZHG 101 + Recordings
Wednesdays, 16:30 - 18:00 o'clock, online via zoom + Recordings
Thursdays, 10:15 – 11:45 o’clock, ZHG 003 + Recordings

First Lecture: 26.10.2021, ZHG 101
First Tutorial: 03.11.2021, online

Exam (90 Minutes) - 6 Credits
16.12.2021, 12:00 - 14:00 o'clock, room: tba
An alternate exam date will be held in late April or early May, it will be announced prior to the end of the course.