GRA 6420 Pricing Strategies: Measuring, Capturing and Retaining Value

GRA 6420 Pricing Strategies: Measuring, Capturing and Retaining Value

Course code: 
GRA 6420
Course coordinator: 
Nina Veflen
Course name in Norwegian: 
Pricing Strategies: Measuring, Capturing and Retaining Value
Product category: 
MSc in Strategic Marketing Management
2024 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

The fastest and most effective way for a company to realize its maximum profit is to get its pricing right. However, pricing is managers' biggest marketing headache. It's where they feel the most pressure to perform and the least certain that they are doing a good job. Yet getting closer to the "right" price can have a tremendous impact, and slight improvements can yield significant results. The purpose is therefore to gain control over the pricing function.

Learning outcomes - Knowledge

After the course the students have to:

  • demonstrate knowledge of the different concepts, models, theories and tools covered by the course
  • demonstrate knowledge of the assumptions on which the concepts, models and theories are based
  • demonstrate a good understanding of the consequences of choosing a particular pricing approach to a specific problem
  • demonstrate an ability to identify, evaluate and propose solutions to different pricing problems based on information about customer, competitors, and the general market situation
Learning outcomes - Skills

On successful completion of the course, the students will be able to:

  • evaluate a company's existing pricing policies
  • analyse the role of costs, customer behavior, and competition in price setting
  • identify the relevant analytical tools necessary to make profitable pricing decisions
  • identify and evaluate optimal solutions to specific pricing problems
General Competence

On successful completion of the course, the students will be able to reflect on the importance of including ethical considerations for development of a sustainable pricing strategy.  

Course content

The objective of this course in pricing strategies and tactics is to systematically present factors that have to be considered when setting price, and to show how pricing alternatives can be developed and analyzed. The course is designed to provide the students with an integrative framework for making pricing decisions.

The course covers economic aspects of pricing, strategy and tactics of market based pricing, in addition to psychological aspects of price sensitivity and decisions under incomplete information. Together these factors form a basis for analyzing pricing alternatives within legal, organizational, and competitive constraints.

Teaching and learning activities

Class time will include lectures, group presentations and discussion of problems, and general class discussion. The lectures will further be supplemented with guest lecturers. 

1/3 of the learning activities will be asynchronized.

Software tools
Software defined under the section "Teaching and learning activities".
Additional information

Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.

All parts of the assessment must be passed in order to obtain a grade in the course.


All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.


Deviations in teaching and exams may occur if external conditions or unforeseen events call for this.

Exam category: 
Form of assessment: 
Submission PDF
Exam/hand-in semester: 
First Semester
Group (2 - 3)
2 Month(s)
Exam code: 
GRA 64202
Grading scale: 
Examination when next scheduled course
Exam category: 
School Exam
Form of assessment: 
Written School Exam - digital
Exam/hand-in semester: 
First Semester
Support materials: 
  • BI-approved exam calculator
  • Simple calculator
  • Bilingual dictionary
3 Hour(s)
Written examination under supervision.
Exam code: 
GRA 64203
Grading scale: 
Examination when next scheduled course
Type of Assessment: 
Ordinary examination
All exams must be passed to get a grade in this course.
Total weight: 
Student workload
36 Hour(s)
Prepare for teaching
61 Hour(s)
Group work / Assignments
60 Hour(s)
Includes group work on written submission
3 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.