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Note: Note: Please send us your application via philipp.pfingstag@tum.de until April 5, 2015. Your application should include: • Current CV • Current transcript of records • Motivation letter that shows your interest in the seminar (max. 200 words) 26 seats are offered. If there are more applications than seats in the seminar, we will distribute the seats based on your documents. You will be informed until April 8, 2015 if you have received a seat in the seminar.

After completing this module students are able to analyze theoretical and practical findings and reflect those in a term paper. Moreover, the module promotes students’ presentation skills.

In this seminar, classical pricing tools and approaches will be presented and discussed. In contrast to these, pricing based on insights from “Behavioral Economics” will be introduced. On the basis of numerous case studies from different sectors (FMCG, client services, capital investments) and markets (B2C versus B2B) methodological implications and strategic options will be developed to examine how “Behavioral Pricing” can be effectively leveraged in practice. The seminar is designed as a „block-seminar” with an extensive introduction to be given at its beginning and several break-out case studies throughout. Furthermore, participants will individually focus on a specific topic which they research, elaborate and present in the course of the seminar. Kick-off: April 15, 2015 Block 1: June 22, 2015 Block 2: June 29, 2015 Block 3: June 30, 2015

The module is designed as a seminar. The goals, format, and content of the seminar will be introduced during the kick-off session. Students are expected to study the literature and to intensively deal with the subjects discussed. Students independently prepare a topic and present this topic in-class. During the seminar students are coached and supervised by the lecturer.

Term paper and presentation

Basic literature (in addition, further literature about individual topics will be discussed in the seminar): • Bauer, F. (2010): Pricing beyond the Homo Oeconomicus: Expensive mistakes and profitable opportunities in pricing research. In: ESOMAR "Best Methodological Paper". Amsterdam: ESOMAR. • Caldwell, L. (2012). The psychology of price. How to use price to increase demand, profit and customer satisfaction. Surrey: Crimson Publishing. • Poundstone, W. (2010). Priceless: the myth of fait value (and how to take advantage of it). New York: Hill and Wang. • Smith, T. J. (2011). Pricing Strategy: Setting Price Levels, Managing Price Discounts and Establishing Price Structures. Cengage Learning.