COURSE NUMBER: EWMBA 269-11
COURSE TITLE: Pricing
UNITS OF CREDIT: 3 Units
INSTRUCTOR: Teck H. Ho
E-MAIL ADDRESS: hoteck@haas.berkeley.edu
CLASS WEB PAGE LOCATION: bSpace
MEETING DAY(S)/TIME: Saturdays, 9:00AM-12:00PM
PREREQUISITE(S): None
CLASS FORMAT: A mixture of lecture and case discussion. Students will also participate in four in-class computer
simulation exercises.
REQUIRED READINGS:
The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (5th
Edition) (Hardcover)
Reader: Course reader of selected articles and cases
FINAL GRADE:
15% Individual Case Write-up
15% Class Participation
30% Group Project and Presentation
40% Take-Home Final Exam
ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
Pricing is one of the most important and least understood marketing decisions.
This course aims to equip participants with concepts, techniques, and
frameworks for assessing and formulating pricing strategies. We will learn the
process of making pricing decisions and explore new approaches for setting
prices.
Upon completion of
this course, participants will:
ü gain a solid understanding of current pricing practices in both
manufacturing and service industries
ü learn state-of-the-art frameworks for analyzing pricing decisions
ü master the essential techniques for making profitable pricing
decisions
ü understand key strategies for revenue model migration
BIOGRAPHICAL SKETCH:
Teck Ho is the William Halford,
Jr. Family Professor of Marketing at the University of California, Berkeley. He
was the Faculty Chair and the Associate Dean for Academic Affairs from
2004-2006. Prior to his position at Berkeley, Teck held academic
positions at the Wharton School of the University of Pennsylvania and the
Anderson School of UCLA. In addition to his academic accomplishments, Teck has held senior
positions on the Singapore Economic Development Board and served in the
Singapore Armed Forces. He was responsible for the development of computer and
communications industry in Singapore from 1986-1988.Teck's professional
leadership includes roles as Associate Editor of Journal of Marketing Research,
Marketing Science, and Management Science and editorial board member of
Quantitative Marketing and Economics. He has published extensively in various
areas of marketing and technology management and has been funded by National
Science Foundation for his path-breaking research in psychology of strategy
since 1995.
His most recent consulting service has been in the
area of pricing and new product and technology strategy development for
Autodesk, Boston Scientific Corporation, Campbell Soups, eBay, Google, Johnson
& Johnson, INTEL, SPACELABS Healthcare, and Zynga. Current research
areas include pricing, customer value analysis, electronic commerce,
marketing/manufacturing coordination, retail management, and competitive strategies. Teck earned his Ph.D. and
MA from the Wharton School of the University of Pennsylvania, M.Sc. in computer
science and B Eng (first-class honors)
in electrical & electronic engineering from the National University of
Singapore.
Teck won the Deloitte and Touche Award for the Best
Advisor in Management Field Study at UCLA in 1996 and was the finalist of Helen Kardon Moss Anvil Teaching Award (the most prestigious MBA teaching
award) at Wharton in 2000. He received the honorable mention for the Cheit Teaching Award (Full-time MBA program) in 2003 and was the winner
of the Cheit Teaching award (Full-time MBA program) in 2004. He was the winner of the Cheit Teaching award in 2005 and 2006 for the evening and weekend MBA
program respectively. Teck was awarded the prestigious Berkeley Distinguished Teaching Award in 2010.