Strategic Pricing & Business Insights (BUSA90549)

This subject will help students better understand the pricing process and design effective pricing strategies. It will cover the fundamental theories, conceptual framework, and analytical tools for formulating pricing strategies. Upon successful completion of this subject, students will gain insights on successful pricing strategies in various industries and know how to improve a firm’s pricing decision through price customization and price structure. The topics include (i) one-dimensional pricing such as cost-based pricing, value-based pricing, and pricing research, (ii) multi-dimensional pricing such as price customization, price structure, price bundles, price promotions, and (iii) behavioral aspect of pricing such as pricing psychology. This subject delivery includes a mix of cases, business articles, in-class mini-projects, in-class exercises, discussions, and lectures.