Brief Course Description
1. Course Title:
Pricing Strategy
2. Language of Instruction:
Vietnamese
3. Course Code:
MAR503036
4. Credits:
3
5. Course Objectives:
This course provides in-depth knowledge of the important role pricing strategy in the marketing mix (4Ps) for products and services. Students will learn that an effective pricing strategy is not merely a financial decision, but a dynamic, multidimensional component of the business plan that integrates marketing, economics, and psychology. The course also covers modern pricing techniques, with a focus on value-based pricing, and provides methods for analyzing the financial aspects of pricing and marketing costs to support profit growth objectives.
6. Brief Description of Course Content:
This course highlights the superiority and rationale of value-based pricing over traditional pricing methods in an evolving market environment where customers are at the center. Students will gain a thorough understanding of the value-based pricing process, including its key steps; how to set prices for different customer segments; how to apply pricing strategies that align with market conditions and internal capabilities; how to communicate value effectively to persuade customers to accept the price; and how to use financial analysis methods to guide pricing and marketing decisions in support of the brand’s profit objectives.