PRODUCT AND PRICING STRATEGIES

MKTZ525

Course Code: MKTZ525
Semester: -
Theory+Practice: 3 + 0
ECTS: 10

Course Type

Elective Course

Course Level

Master's Degree Without Thesis

Year of Study

Semester

ECTS

Name of Lecturer(s)

Learning Outcomes

At the end of this course, the students;

Knows various pricing methods.
Knows product strategies.
Knows how to determine the right price for a product.

Mode of Delivery

Face to face

Prerequisites

Recommended Optional Programme Components

None

Course Description

In this course; basic product and pricing strategies will be discussed in a holistic and integrated viewpoint. Various pricing methods will be examined and the method of determining the right price for a product will be discussed.

Course Contents

WEEK	TOPICS
1^st Week	Introduction
2^nd Week	Concept of product
3^rd Week	New product concept
4^th Week	Product strategies
5^th Week	Product strategies in international markets
6^th Week	Product strategies in international markets
7^th Week	Product mix, product life cycle
8^th Week	Mid-term exam
9^th Week	Concept of pricing
10^th Week	Pricing strategies
11^th Week	New product pricing strategies
12^th Week	New product pricing strategies
13^th Week	Project presentations
14^th Week	Project presentations
15^th Week	General Review

Recommended or Required Reading

B. McFarlane. 2012. Pricing Strategy.
J. Anon, C. Gonzalez. 2017. The Product Book.

Planned Learning Activities and Teaching Methods

Lecture
Discussion

Assessment Methods and Criteria

	Quantity	Percentage (%)
Mid-term	1	30
Project	1	20
Total(%)		50
Contribution of In-term Studies to Overall Grade(%)		50
Contribution of Final Examination to Overall Grade(%)		50
Total(%)		100

ECTS Allocated Based on Student Workload

Activities	Quantity	Duration (Hour)	Total Workload (Hour)
Midterm exam	1	2	2
Preparation for Quiz
Individual or group work
Preparation for Final exam	1	140	140
Course hours	14	3	42
Preparation for Midterm exam	1	100	100
Laboratory (including preparation)
Final exam	1	2	2
Homework
Project	1	2	2
Total Work Load			288
Total Work Load / 30 (h)			9.6
ECTS Credit of the Course			10

Language of Instruction

Turkish

Work Placement(s)

Programme Qualifications / Learning Outcomes

	LO1	LO2	LO3
K1
K2			X
K3	X	X	X
K4	X	X	X
K5	X	X	X
K6	X	X	X
K7			X
K8			X
K9	X	X	X
K10	X	X	X