课堂观摩 — CHMB5808 Pricing in a Digital Economy
中山大学—明尼苏达大学国际EMBA（CHEMBA）2024年招生已启动！
欢迎社会各界人士关注及申请项目，CHEMBA致力于培养具有家国情怀、全球视野的高水平的企业领导者，对工作（管理）经验丰富且英语能力较强的同学们来说，是粤港澳大湾区首选的具有跨文化交流平台的高级管理人员的学历提升的国际化办学的项目。
7月6-7, 13-14日将在中山大学岭南学院进行CHMB5808 Pricing in a Digital Economy课程，欢迎校友们回校听课。项目也同步开放旁听，欢迎有兴趣加入CHEMBA的学员预约随堂试听，感受课堂氛围。
Pricing in a Digital Economy
COURSE DESCRIPTION
"Most executives name pricing as their major challenge and their major weakness" (Kotler)
"For marketing strategists, [pricing] is the moment of truth - all of marketing comes to focus on the pricing decision" (Corey)
The purpose of this course is to present a framework that can help you handle these pricing challenges, or moments of truth, more effectively throughout your business career. And offer opportunities to help you apply it throughout the semester. The framework is structured around marketing's 4C's: Customer, Company, Competition and Collaborators. For each of these C's we discuss issues unique to pricing. From a customer perspective we study such issues as economic value, price sensitivity, segmented pricing, dynamic pricing and price perceptions. From a company perspective we study such issues as costs, profitability, strategy and capabilities. From a competitive perspective we study such issues as price wars and price leadership. We also discuss the role of collaborators, including channels of distribution, government, media and society. Along the way we'll study pricing in a variety of settings, including business-to-business markets, consumer packaged goods, the medical industry, non profits, etc. across companies ranging from entrepreneurs to fortune 500 companies. Throughout we'll learn and apply marketing theory, and try to have some fun.
Topics
July 6 Saturday Morning 8:30-12:00
1). Introduction to Pricing
2). Creating & Defining Value
Introduction to PharmaSim，PharmaSim Simulation in class
July 6 Saturday Afternoon 13:00-18:00
PharmaSim Q&A
3). Customer Lifetime Value
PharmaSim Simulation，Guest Speaker (tentative)
July 7 Sunday Morning 8:30-12:00
4). Elasticity & Demand
5). Costs, Margins and Profitability
In-Class Case #1，PharmaSim Simulation
July 7 Sunday Afternoon 13:00-17:00
6). Branding and Pricing of Brand
PharmaSim Simulation，Team Presentation: PharmaSim Presentation
July 13 Saturday Morning 8:30-12:00
7). Pricing in Channels
PharmaSim Review，PharmaSim Simulation
July 13 Saturday Afternoon 13:00-18:00
8). Behavioral Pricing
PharmaSim Simulation，Guest Speaker (tentative)
July 14 Sunday Morning 8:30-12:00
9). Competitive Pricing Strategies and Price Wars
In-Class Case #2，PharmaSim Simulation
July 14 Sunday Afternoon 13:00-17:00
10). Reflecting Social Values in Pricing
11). Global Considerations in Marketing
Team Presentation: PharmaSim Presentation，PharmaSim Debriefing
Faculty
Haitao (Tony) Cui, PhD.
Ecolab-Pierson M. Grieve Chair in International Marketing
Deputy Associate Dean for Global DBA
Professor of Marketing，Carlson School of Management, University of Minnesota
EDUCATION:
PhD 2005 Managerial Science and Applied Economics Wharton School, University of Pennsylvania
MA 2002 Operations and Information Management Wharton School, University of Pennsylvania
IMBA 2000 International Business Tsinghua University
B. Eng. 1998 Industrial Engineering Tsinghua University
B. Eng. 1998 Fluid Machinery and Fluid Eng. Tsinghua University
EXPERTISE:
Distribution channels
Pricing
Behavioral Modeling in Marketing
Marketing-Operations Interfaces
Competitive Strategy
Business to Business Markets
Sustainability
Location
中山大学（广州南校园）岭南学院MBA中心楼
Join the class
