3 credits
Spring 2026 Lecture Upper Division
In the era of Big Data, where extensive information is available at the customer level, managers benefit from an increased ability to learn from their customers' behavior. In this scenario pricing becomes a crucial lever for increasing the relationship with the customer and maximizing profits and shareholder value. In this course, students will learn how to systematically approach pricing decisions, taking the perspective of the marketing manager. The course will use a combination of lectures, case discussions and in-class exercises to leverage micro-level transaction data for pricing decisions.
Learning Outcomes1Become familiar with the concepts, theory, and latest thinking bearing on the key issues in pricing, taking the perspective of the marketing manager.
2Apply concepts and theory to the solution of real pricing problems in marketing settings.
3Develop your business communication skills and receive feedback from your peers and the instructor.
Prerequisites
Restrictions
made by Purdue students.