COURSE NUMBER: MBA269.1
COURSE TITLE: Pricing
UNITS OF CREDIT: 3
INSTRUCTOR: Teck H.
Ho
E-MAIL ADDRESS: hoteck@haas.berkeley.edu
MEETING DAY(S)/TIME: Mondays and Wednesdays,
11:00 AM—12:30PM
PREREQUISITE(S):
CLASS FORMAT:A
mixture of lecture and case discussion. Students will also participation in
computer simulation exercises and in-class pricing experiments.
REQUIRED READINGS:
Textbook: The Strategy and Tactics of Pricing:
A Guide to Growing More Profitably by Thomas Nagel, John Hogan
and Joseph Zale (NJ: Prentice Hall, 5th Edition)
Reader: Course reader of selected articles and
cases
FINAL GRADE:
Individual Case Write-up: 15%
Class Participation: 15%
Group Project and Presentation: 30%
Take-Home Final Exam: 40%
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
1) gain a solid
understanding of current pricing practices in both manufacturing and service
industries
2) learn
state-of-the-art frameworks for analyzing pricing decisions
3) master the
essential techniques for making profitable pricing decisions
4) 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. 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
Marketing Science, Journal of Marketing Research, and Management Science,
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, marketing research, retail management, and competitive
strategies. Teck earned his Ph.D. and MA from the
Wharton School of the University of Pennsylvania, MSc 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 won the Cheit
Award (Evening MBA program) in 2005 and the same award (Weekend MBA Program) in
2006. Teck was awarded the prestigious Berkeley
Distinguished Teaching Award in 2010.