Course Title

Pricing Policy

Code

МКТ 330

Professor

Daniela Bojadzieva, PhD (Associate Professor)

Course objectives (competences): Upon completion of teaching and passing this course, students should be able to:

• Apply the principles of strategic pricing and price management
• Correctly perceive and analyze the factors that influence pricing and the implementation of pricing policy,
• Know how to apply modern and classical methods for calculating and determining sales prices,
• Have good command of individual pricing strategies and tactics,
• Actively participate in the process of making quality decisions in price formation in order to improve the competitive advantage of the company in the market.

Course content: The main focus of this course is the study of strategies and tactics in the formulation and conception of marketing policy pricing in companies. Price as an instrument of the marketing mix is the only element that generates income (unlike other instruments) and directly affects the production, sales and successful operation of companies in the domestic and international market. Hence, the curriculum pays attention to internal and external factors in the analysis and pricing of products and services.Furthermore, the program pays special attention to the methodological aspects and methods for setting the selling prices of the products and services of the companies, strategies and tactics in the implementation of the pricing policy as well as the ethical aspects related to the definition and implementation of the pricing policy in the companies. . The following topics are covered during the lectures: 

1.       Introduction to marketing pricing policy

2.       Principles of strategic determination and price management

3.       Pricing policy factors

4.       Sensitive profit analysis

5.       Methodological aspects in defining pricing policy

6.       Methods for determining sales prices

7.       Promotional price management

8.       Managing price discounts

9.       Differentiated pricing policy

10.    New product pricing policy

11.    Development of price structures

12.    Price management at individual stages of the product life cycle

13.    Price management in different market structures

14.    Ethical aspects and legal restrictions in setting and managing prices