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, 11:00AM—12:30PM
PREREQUISITE(S): MBA206
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.