Pricing Strategy

Prof. Dr. Yasemin Boztuğ

Teaching Assistant:
Carsten Leo Demming, 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.

Please find the slides for the first lecture below:
Slides Lecture 1


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

Time and Place:
The course will take place in winter term.

Tuesdays, 12:00 – 14:00 o’clock, ZHG 001
(Start am 29.10.2019)
Thursdays, 10:00 – 12:00 o’clock, ZHG 001
(Start: 24.10.2019)

Wednesday, 16:00 – 18:00 o’clock, ZHG 005
(Start: 30.10.2019)

Exam (90 Minutes) - 6 Credits
17.12.2019, 12:00 - 14:00 o'clock, ZHG 001

Links zum UniVZ