University of
Colorado 每 Boulder
Leeds School of Business 每
Marketing Division
MKTG 4825 每 Pricing Strategies
and Channel Management
Spring Semester, 2011
GENERAL INFORMATION - PREREQUISITES
- COURSE DESCRIPTION - TEXTBOOKS
- SUGGESTED READINGS - CALENDAR
- DOWNLOAD -
RELIGIOUS OBSERVANCES AND DISABILITIES - ACADEMIC MISCONDUCT - CLASSROOM BEHAVIOR - COURSE GRADE - COURSE LEARNING COMPONENTS
GENERAL INFORMATION
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Section Meets |
Tuesday and Thursday, Koebel 102 12:30pm 每 1:45pm (section 001) 2:00pm 每 3:15pm (section 002) |
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Professor |
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Office |
KOBL 461 |
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Telephone |
(303)-4926211 |
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Email address |
Yacheng.Sun@Colorado.edu |
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Office hours |
Wed/Fri 2-3:30 pm and by appointment |
PREREQUISITES
These requirements for prerequisites will be strictly enforced. Please do not take this course unless you have taken the following three prerequisites 每 failure to meet this requirement can result in an administrative drop at any point during the semester.
- BCOR 2400
- MKTG 3250: Buyer Behavior.
- MKTG 3350: Marketing Research
MKTG 4825 is offered to students with a formal major in Marketing at Leeds School of Business, University of Colorado at Boulder. MKTG 4825 does not provide credit toward a degree in non-Business major.
COURSE DESCRIPTION
In this
class we examine pricing and channel management strategies, the two key
components of any company＊s marketing mix. While these two strategies arguably
differ a lot in scope and flexibility to use, pricing and channel management
decisions are inseparable and interrelated. This course studies both by
providing (1) a review of the strategic and tactical aspects of pricing
strategies and (2) an overview of the channel structures, the channel
coordination problem and its remedies. This course will be directly useful to
students who potentially face pricing decisions and channel management tasks
down their career path; it will also benefit students who have a general
business career in mind by establishing a solid understanding of the
complexities in pricing strategy and channel issues. Furthermore, this course
will also help students to become smarter consumers.
TEXT
MKTG 4825 Course Reader available at CU Book Store.
SUGGESTED READINGS
Various journal articles: Throughout the semester, I will assign non-technical articles from various business journals (e.g., Harvard Business Review, Sloan Management Review and Journal of Marketing) that are most useful for enhancing our understanding of certain topics that are not thoroughly discussed in the classroom. Some of the exam questions will be derived from the assigned journal articles.
COURSE GRADE DETERMINATION
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Course
Learning Component |
Points |
Tentative
Date |
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Exam 1 |
200 points |
February 15th |
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Exam 2 |
200 points |
March 17th |
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Exam 3 |
200 points |
May 3rd |
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Team Project |
300 points |
See CALENDAR |
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Attendance scores |
100 points |
Various dates |
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Participation scores |
50 points |
Entire semester |
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Total |
1050 points |
COURSE LEARNING COMPONENTS
- Exams. Three examinations are scheduled throughout the entire semester and each exam is worth 200 points. All exams are closed-book.
- Group project. The group project is worth 300 points. Students will self-select into 4-5 people teams to work on a term project throughout the semester.
- Attendance scores. The maximum attendance score that can be earned is 100. Six to eight ※random§ quizzes are used to compute the attendance scores.
- Classroom participation scores. Students can earn up to 50 classroom participation points. These extra points are made available to each student for speaking out and sharing their thoughts with the classmates.
Important: It is the student＊s responsibility to check the full syllabus for details of the above course learning components.
MKTG 4825 Spring 2011 Calendar
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Week |
Date |
Day |
Schedule |
Reading |
Download
Materials |
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1 |
Jan 11 |
Tuesday |
Overview |
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Jan 13 |
Thursday |
Psychologies of Pricing I |
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2 |
Jan 18 |
Tuesday |
Psychologies of Pricing II |
Anderson and Simester (2003) |
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Jan 20 |
Thursday |
Costs and Cost-plus Pricing |
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3 |
Jan 25 |
Tuesday |
Value Creation Guest
Speaker |
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Jan 27 |
Thursday |
Value Measurement |
Leszinski and Marn (1997) |
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4 |
Feb 1 |
Tuesday |
Conjoint Analysis |
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Feb 3 |
Thursday |
Price Levels and Pricing
Policies |
Friend and Walker (2001) |
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5 |
Feb 8 |
Tuesday |
Pricing as a Promotion Tool |
Farris and Quelch (1987) |
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Feb 10 |
Thursday |
Review |
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6 |
Feb 15 |
Tuesday |
Exam 1 |
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Feb 16 |
Thursday |
Theoretical Analyses of Demand
Curve, Consumer Surplus and Price Elasticity |
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7 |
Feb 22 |
Tuesday |
Empirical Estimation of a
Demand Curve |
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Feb 24 |
Thursday |
Price Discrimination I |
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8 |
Mar 1 |
Tuesday |
Price Discrimination II |
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Mar 3 |
Thursday |
Pricing and Competition |
Rao, Bergen and Davis (2000) |
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9 |
Mar 8 |
Tuesday |
Product Lifecycle Pricing |
Case: Virgin Mobile |
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Mar 10 |
Thursday |
Two-Part Tariff |
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10 |
Mar 15 |
Tuesday |
Review Project
topic selection due |
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Mar 17 |
Thursday |
Exam 2 |
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11 |
Spring break |
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12 |
Mar 29 |
Tuesday |
Tying and Bundling |
Eppen, Hanso and Martin (1991) |
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Mar 31 |
Thursday |
Revenue Management I |
Netessine and Shumsky (2002) |
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13 |
Apr 5 |
Tuesday |
Overview of Channel Management |
Anderson, Day and Rangan (1997) Pitt, Berthon and Berthon
(1999) |
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Apr 7 |
Thursday |
More Channel Management Issues Guest
Speaker Preliminary
report due |
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14 |
Apr 12 |
Tuesday |
Pricing Strategies and Channel Coordination
I 每 Double Marginalization (DM) |
Ross, Dalsace and Anderson
(2005) |
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Apr 14 |
Thursday |
Pricing Strategies and Channel
Coordination II 每 Remedies for DM |
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15 |
Apr 19 |
Tuesday |
Channel Coordination 每 Other Issues |
Case:
Avon A, B |
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Apr 21 |
Thursday |
Project Day |
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16 |
Apr 26 |
Tuesday |
Project Presentation Final research report due |
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Apr 28 |
Thursday |
Project Presentation Final research report due |
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17 |
Exam 3
(Final Exam) Sample Exam Questions |
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End of Semester |
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Important: Dates on the course calendar are subject to change at the instructors＊ discretion. |
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OTHER DOWNLOADS
Sample Student
Project (.pdf)
Project Task 1
Description (.pdf)
Project Task 2
Description (.pdf)
Project Task 3 Description
(.pdf)
Project Task 4
Description (.pdf)
You need Acrobat Reader to view the .pdf files.
http://www.adobe.com/products/acrobat/readstep2.html
RELIGIOUS OBSERVANCES AND DISABILITIES
I will try my best to
accommodate religious observance and qualified disabilities. However, both
advance notice (written or in email) and supporting documents are required in
order for any observance to be accommodated. If you qualify for accommodations
because of a disability, please submit to me a letter from Disability Services
in a timely manner so that your needs may be addressed. Disability Services
determines accommodations based on documented disabilities. (303) 492-8671,
Willard 322,
www.Colorado.EDU/disabilityservices.
ACADEMIC MISCONDUCT
All students in this course are expected to abide by the provisions of University of Colorado at Boulder Code of Student Rights, Responsibilities, and Conduct, which states:
※All students of the
University of Colorado at Boulder are responsible for knowing and adhering to
the academic integrity policy of this institution. Violations of this policy
may include: cheating, plagiarism, aid of academic dishonesty, fabrication,
lying, bribery, and threatening behavior. All incidents of academic misconduct
shall be reported to the Honor Code Council (honor@colorado.edu; 303-725-2273).
Students who are found to be in violation of the academic integrity policy will
be subject to both academic sanctions from the faculty member and non-academic
sanctions (including but not limited to university probation, suspension, or
expulsion).
CLASSROOM BEHAVIOR
University of Colorado policy states that: ※Students and faculty each have responsibility for maintaining an appropriate learning environment. Students who fail to adhere to such behavioral standards may be subject to discipline. Faculty have the professional responsibility to treat all students with understanding, dignity and respect, to guide classroom discussion and to set reasonable limits on the manner in which they and their students express opinions. Professional courtesy and sensitivity are especially important with respect to individuals and topics dealing with differences of race, culture, religion, politics, sexual orientation, gender variance, and nationalities. § (http://www.colorado.edu/policies/classbehavior.html)
In order to make the learning experiences as rewarding and enjoyable as possible, please make sure that you abide by the following classroom norms:
Class Norms
- Be on time for class - late entrance into the classroom results in a serious distraction of the entire class, and, as stated below, the late student might forfeit the attendance score for the class.
- Cell phones / Pagers - Please keep them TURNED OFF during the entire class session of 1 hours and 15 minutes. It is an unwanted intrusion into the classroom. This disturbs your classmates and me.
- Laptop use is not allowed in this class without explicit consent of the instructor. Use disturbs others around you, and me.
- Non-Academic Activities during Class - Please do not indulge in activities such as reading non-class related material (e.g., newspaper), eating, etc. during class. That disturbs students around you and me.
It is a joint responsibility for everyone in the classroom, students and instructor alike, to create and maintain the best environment for learning. As you know, improper laptop usage and other improper activities like reading non-class material during a class session (e.g., newspaper) or eating any food cause severe disturbance/distraction for your fellow students and for me. It is simply unfair to others who are engaged in activities relevant to that class session. Your cooperation is of utmost importance to me and I thank you in advance for that.