Product Pricing

Course Name: 

Product Pricing (MBA854)






Elective Courses

Credits (L-T-P): 

(3-0-0) 3


Key Principles: Overview of Break Even Analysis- Contribution- Discounting- Price-Contribution- Volume Relationship. Demand and Supply- Elasticity - Perfect and Imperfect Competition - Commoditization. Pricing Points - Odd and Even Endings - Sticker Shock and Other Horrors. Understanding Value: Defining Value- The Value Triad and Value Triangle- Differentiation and Value. Pricing Strategies: Cost Based Pricing- Competition Based Pricing- Market Based Pricing- Overview of Value Based Pricing- Price Building. Assessing Pricing Choices: Impact of Pricing Policy on Business Strategy- Impact of Pricing on Profitability.


1. Michael V. Marn, Eric V. Roegner and Craig C. Zawada, The Price Advantage, Wiley, 2004.
2. Baker Ronald J., Pricing on Purpose: Creating and Capturing Value, Wiley, 2006.


School of Management

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K B Kiran, Professor and Head
School of Management, NITK, Surathkal
Srinivasanagar P.O, Mangalore - 575025
Karnataka, India.

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