Pricing Strategies and Tactics MBA Elective Course

Larry teaches Pricing Strategies and Tactics at Fisher College of Business at Ohio State. The course is for the full time and the Working Professional MBA programs. The enrollments have been between 60 and 80 students each year for the past four years. The objectives for the course are:

• Develop understanding of principles managers follow to make effective pricing decisions
• Learn how to do economic value estimation (EVE) for a product or service offered to a specific market or for a specific use
• Learn how to perform managerial price sensitivity analysis (MPSA) which identifies factors that influence price sensitivity when making judgments about the importance of price in a buyer’s purchase decision
• Recognize the objective of price competition is not to win market share, but to maximize long-term profitability
• Become able to analyze pricing concepts related to: new products, pricing changes, bundling/versioning, yield management/revenue management, & price wars
• Develop ability to integrate pricing decisions with product, promotion and channel management decisions

We use as our textbook The Price Advantage by Michael V. Marn, Eric V. Roegner, and Craig Zawada. We also use case studies from Harvard, Northwestern, and Virginia. Also, each course includes five or six guest speakers who are VPs of Pricing and Pricing consultants.

If you are interested in seeing the syllabus, just send an email to robinson_878@fisher.osu.edu.