Бакалавриат
2026/2027
Ценообразование на международных рынках
Статус:
Курс обязательный (Управление бизнесом)
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
3-й курс, 4 модуль
Охват аудитории:
для своего кампуса
Преподаватели:
Рожков Кирилл Львович
Язык:
английский
Кредиты:
3
Контактные часы:
36
Course Syllabus
Abstract
The course is designed to develop knowledge and practical skills in strategic pricing. The thematic core of the course includes economic value analysis, price elasticity of demand, firm costs, and competition. During the course, students gain an understanding of the key components of price and pricing factors, develop the ability to apply various pricing models for goods and services, make pricing decisions in specific situations, conduct financial analysis of pricing decisions, effectively implement price segmentation, use discount policies, and build value-based communication with customers. The course addresses both theoretical and applied managerial aspects of pricing, which are essential in the overall context of the company’s marketing tasks.
Learning Objectives
- The objective of the course is to provide students with a comprehensive understanding of strategic pricing principles, the ability to implement them in the company’s pricing policy, and to assess the impact of pricing decisions on business performance.
Expected Learning Outcomes
- Able to influence perceived value and price sensitivity
- Able to influence demand to ensure expected revenue at a given price
- Able to set a price that ensures expected revenue
- Able to analyze customers / customer groups with different price sensitivity and operate in multiple price segments simultaneously
- Able to build a relevant discount system
- Able to align costs that the firm can afford given a certain level and structure of demand (demand curve) and that it must cover to ensure breakeven and profitability in the interest of the owners
- Able to predict changes in costs depending on changes in sales volumes caused by pricing decisions
- Able to choose a competitive strategy adequate to the market situation
- Possesses skills in incremental (situational) financial analysis
- Able to assess the required price elasticity of demand to align the firm’s financial strategy with market requirements
- Able to assess the impact of operating in international markets on the firm’s pricing management
Course Contents
- Introduction, Course Objectives. Theory and Practice of Pricing Management
- Consumers and Value Communication in Pricing Management
- Segmented Pricing. Discounts as a Tool of the Firm’s Pricing Policy
- The Role of Costs in Pricing Management
- Competition in Pricing Management
- Pricing Strategies and Financial Analysis of Pricing Decisions
Assessment Elements
- AttendanceThis component cannot be repeated and is assessed only once.
- Activity at LecturesActivity in classes consists of publishing (voicing and/or writing in the meeting chat in synchronous mode, or writing in a shared resource in synchronous or asynchronous mode — hereinafter referred to as “recording”): (1) answers to the teacher’s questions and tasks, (2) conclusions and lessons from examples and mini-cases discussed at lectures, at the teacher’s request; (3) comments on conclusions of other students and teams, at the teacher’s request. This assessment component cannot be repeated and is assessed only once. The originality of contributions is evaluated in comparison with contributions made earlier by other students or teams during the relevant session. The student’s score for this component is initially calculated as the sum of points for contributions made individually or as part of a team. The results of distributing team points for each session are reported by the team captain to the teacher with a copy to team members. By default, the team score for a session is divided equally among the listed team members. After the end of the classroom sessions, the points earned by students are converted to a 10-point scale according to the following rule. In each seminar group, the students with the four highest scores (e.g., 60, 50, 40, and 30 points) are identified; each of these is set equal to 10 points on a 10-point scale. The scores on the 10-point scale for the other students are determined proportionally to the minimum of the four maximum scores (in the example, 30 points). For instance, a student who earned 15 points will receive a grade of 5 on a 10-point scale (5 = 15/30 × 10).
- Activity at SeminarsActivity in classes consists of publishing (voicing and/or writing in the meeting chat in synchronous mode, or writing in a shared resource in synchronous or asynchronous mode — hereinafter referred to as “recording”): (1) answers to the teacher’s questions and tasks, (2) conclusions and lessons from examples and mini-cases discussed at seminars, at the teacher’s request; (3) comments on conclusions of other students and teams, at the teacher’s request. This assessment component cannot be repeated and is assessed only once. The originality of contributions is evaluated in comparison with contributions made earlier by other students or teams during the relevant session. The student’s score for this component is initially calculated as the sum of points for contributions made individually or as part of a team. The results of distributing team points for each session are reported by the team captain to the teacher with a copy to team members. By default, the team score for a session is divided equally among the listed team members. After the end of the classroom sessions, the points earned by students are converted to a 10-point scale according to the following rule. In each seminar group, the students with the four highest scores (e.g., 60, 50, 40, and 30 points) are identified; each of these is set equal to 10 points on a 10-point scale. The scores on the 10-point scale for the other students are determined proportionally to the minimum of the four maximum scores (in the example, 30 points). For instance, a student who earned 15 points will receive a grade of 5 on a 10-point scale (5 = 15/30 × 10).
- Exam: TestConsists of understanding the essence of the principles and tools of strategic pricing covered in lectures.
Interim Assessment
- 2026/2027 4th moduleActivity at lectures × 0.1 + Activity at seminars × 0.1 + Exam: Test × 0.7 + Attendance × 0.10
