MRK 3511 Product and Price Strategy

MRK 3511 Product and Price Strategy

Course code: 
MRK 3511
Course coordinator: 
Nina Veflen
Product category: 
Bachelor of Marketing Management - Programme Courses
2018 Autumn
Active status: 
Teaching language: 
Course type: 
One semester

The aim of this course is to make the student able to attend the role as a product manager in a company or an organization. This course is designed to provide an understanding of elements that affect products in the market place so as to develop strategies for successful pricing and product management. The goal of the course is to make students integrate knowledge of consumer behavior, products (product classification, product/brand portfolios, product life cycle, etc.) and pricing into developing a viable product and pricing strategy.

Learning outcomes - Knowledge

On completing the course, student should be able to

  • develop different product and price strategies, and explain how these can influence a companies competitive advantage.
  • explain the relevance of consumer behavior for product and pricing management
  • describe how to analyze the market to gain product relevant consumer insights.
  • describe how different aspects of product choice and pricing  impact consumers’ behavior and consequently affect choice of product and pricing strategies
Learning outcomes - Skills

Students should be able to

  • classify products based on different kinds of segmentation
  • identify a products competitive advantage
  • perform customer, industry, and competitor analyses
  • assess the value of product(s) based on consumer perceptions and identify market segments based on that
  • develop a product and pricing mix
Learning Outcome - Reflection

Students should after this course be aware that a sustainable pricing and product management strategy takes into account social responsibility and ethical considerations

Course content
  • Product Management
  • Market Planning
  • Defining the Competitive Set
  • Category Analysis
  • Competitor Analysis
  • Customer Analysis
  • Repositioning of Products
  • Product Development Strategy
  • Economics & Psychology of Pricing
  • Consumer Response to Price Change
  • Price Segmentation
  • Pricing Interrelated Products
  • Interactive or Dynamic Pricing
  • Developing the Product and Price Mix
Learning process and requirements to students

The learning objectives of the course are accomplished with a combination of lectures, cases, group work, group presentations and feedback. 

To ensure progress on the project assignment, students (in groups of up to 3 students) must make a presentation of their project. Students will receive feedback on the presentation and the project. Attendance at lectures is essential for the successful completion of the project assignment. 

In course delivery as online courses, lecturer will, in collaboration with the student administration, organize an appropriate course implementation, combining different learning activities and digital elements on the learning platform. Online students are also offered a study guide that will contribute to progression and overview. Total recommended time spent for completing the course also applies here.

Software tools
No specified computer-based tools are required.

Higher Education Entrance Qualification.

Required prerequisite knowledge

The course is based on the knowledge of marketing that the students have acquired from other marketing courses in their studies.

Exam categoryWeightInvigilationDurationSupport materialsGroupingComment exam
Exam category:
Form of assessment:
Written submission
Exam code:
MRK 35112
Grading scale:
Grading rules:
Internal examiner
Examination every semester
30Yes3 Hour(s)
  • BI-approved exam calculator
  • Simple calculator
Exam category:
Form of assessment:
Written submission
Exam code:
MRK 35113
Grading scale:
Grading rules:
Internal and external examiner
Examination every semester
70No1 Semester(s)Group/Individual (1 - 3)
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Individual
Support materials:
  • BI-approved exam calculator
  • Simple calculator
Duration:3 Hour(s)
Exam code: MRK 35112
Grading scale:ECTS
Resit:Examination every semester
Exam category:Submission
Form of assessment:Written submission
Grouping (size):Group/Individual (1-3)
Support materials:
Duration:1 Semester(s)
Exam code: MRK 35113
Grading scale:ECTS
Resit:Examination every semester
Exam organisation: 
Ordinary examination
Total weight: 
Workload activityDurationType of durationComment student effort
Other in classroom6Hour(s)Presentation
Prepare for teaching15Hour(s)
Prepare for teaching5Hour(s)Preparation for presentation
Group work / Assignments40Hour(s)
Self study51Hour(s)Research, information gathering and analysis
Examination50Hour(s)Writing term paper
Expected student effort:
Workload activity:Teaching
Duration:33 Hour(s)
Workload activity:Other in classroom
Duration:6 Hour(s)
Workload activity:Prepare for teaching
Duration:15 Hour(s)
Workload activity:Prepare for teaching
Duration:5 Hour(s)
Comment:Preparation for presentation
Workload activity:Group work / Assignments
Duration:40 Hour(s)
Workload activity:Self study
Duration:51 Hour(s)
Comment:Research, information gathering and analysis
Workload activity:Examination
Duration:50 Hour(s)
Comment:Writing term paper
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.

Talis literature


Authors/Editors År Tittel Edition Publisher StudentNote
Schindler, Robert M. cop. 2012 Pricing strategies: a marketing approach   Sage  
Crawford, C. Merle; Di Benedetto, C. Anthony 2014 New products management 11th ed McGraw-Hill