Behavioral Pricing: Insights, Methods and Strategy (WI001090)
| Lecturer (assistant) | |
|---|---|
| Number | 0000002116 |
| Type | seminar |
| Duration | 4 SWS |
| Term | Sommersemester 2021 |
| Language of instruction | English |
| Position within curricula | See TUMonline |
| Dates | See TUMonline |
Dates
Admission information
See TUMonline
Note: The registration for the seminars of the TUM School of Management is available via TUMonline.
Note: The registration for the seminars of the TUM School of Management is available via TUMonline.
Description
In this seminar, classical pricing approaches and tools will be presented and discussed. In contrast to these, “Behavioral 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 the kick-off event and several break-out case studies throughout the remaining days. Furthermore, participants will individually focus on a specific topic which they research, elaborate and present in the course of the seminar.
Participation at all dates is a prerequisite for successfully participating in the seminar. Please check the seminar dates which will be made available via TUMonline before the semester starts.
The seminar is designed as a “block-seminar” with an extensive introduction to be given at the kick-off event and several break-out case studies throughout the remaining days. Furthermore, participants will individually focus on a specific topic which they research, elaborate and present in the course of the seminar.
Participation at all dates is a prerequisite for successfully participating in the seminar. Please check the seminar dates which will be made available via TUMonline before the semester starts.
Prerequisites
none
Teaching and learning methods
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. In order to foster a deeper understanding the seminar contains several practical elements to enable students to apply the in-depth theoretical knowledge to real-life scenarios. Students independently prepare a topic and present this topic in-class. During the seminar students are coached and supervised by the lecturer.