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: Monday and Wednesday, 11:00 AM- 12:30 PM

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 by Thomas Nagel and Reed Holden (NJ: Prentice Hall, 3rd 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

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 Campbell Soups, eBay, Ingersoll-Rand, INTEL, Boston Scientific Corporation, and Autodesk. Current research areas include customer value analysis, pricing, marketing/manufacturing coordination, 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.