Pricing Policy

Scholar Year: 2018/2019 - 2S

Courses

Head Teacher Responsability Carlos Augusto Clamote Head

Weekly workload Hours/week T TP P PL L TC E OT OT/PL TPL O S Type of classes 2 2 Lectures Type Teacher Classes Hours Theoretical Totals 1 2,00 Carlos Clamote   2,00 Practices Totals 4 8,00 Graziela Vieira da Silva   6,00

Teaching language

Portuguese

Intended learning outcomes (Knowledges, skills and competencies to be developed by the students)

This course unit seeks to provide students of the Marketing Course the expertise of one of the marketing mix policies - the Price.

SYNTHESIS

This course unit presents and discusses the principles, methods and techniques of price management in marketing, with a special focus, namely on the components and variables of price behavior, on the determinants of the price formation process, and on the pricing policies and strategies

CONTRIBUTIONS TO THE DEVELOPMENT OF COMPETENCES

Development of individual, interpersonal and group effectiveness; ability to solve problems and decision making; organizational understanding; capacity for reflection and critical analysis and oral and written expression skills (of general and technical vocabulary);

Understand the Price Policy as a variable of the marketing strategy along with the other Marketing policies (product, communication and distribution) and its implementation;

Understand the importance of price as a competitive element and its framework in Marketing; identify price components and variables that influence their behavior; to relate price and segmentation; distinguish the different processes of price formation as well as their determining factors; distinguish the various pricing policies; relate price strategies to product life cycle phases; identify and characterize the variables of price management on the internet.

OBJECTIVES

To position pricing policy as a competitive element
To understand the pricing process and its determinants
To know the different pricing strategies and policies

Syllabus

1. Introduction
The evolution of marketing and its relationship to the price

2. Price components
Base pricing, payment terms and discounts
Price behaviour variables

3. Price-setting process
Pricing methods and techniques
Pricing strategies/product life cycle
The optimal price

4. Price and segmentation, distribution channels, quality
Market segmentation
Pricing strategies/segmentation methods
The different levels of pricing/distribution stages
The relationship pricing strategy/quality

5. Pricing Determinants
Market type
Product range
Brand policy
Packing
Merchandising
Customers
Competitors

6. Pricing policies
Price/quality matrix
Skimming pricing
Penetrating pricing
Price discrimination
Dumping

7. Internet pricing
Trend for competitive prices
Pricing opportunities
Innovative pricing
Legal implications

Demonstration of the syllabus coherence with the UC intended learning outcomes

The syllabus of the course is consistent with the objectives of knowledge, skills and competencies to be developed by students related to the objectives of (i) understanding pricing as a competitive element of the corporate strategy, (ii) learning the process of price setting and its determinants, and (iii) to know the pricing policies and strategies. This coherence is demonstrated by the topics and themes that integrate this curricular unit, namely, the identification of the components of the price, price-setting process; price and segmentation, distribution channels, quality; determinants of pricing; pricing policies; and internet pricing

Teaching methodologies

Lectures, illustrated with the presentation and discussion of theoretical cases
Practical classes, with the preparation and discussion of cases
Development of a group work.

Demonstration of the teaching methodologies coherence with the curricular unit's intended learning outcomes

The present teaching methods are consistent with the course learning outcomes related to understand pricing as a competitive element of the corporate strategy, to learn the price-setting process, and to know pricing strategies and policies. The various components of these methods allow to achieve this aim, namely: the expository method, illustrated with cases (lectures), the participatory approach, with the preparation and discussion of cases (practical classes), and the development of a work group.

Assessment methodologies and evidences

EVALUATION SYSTEM

CONTINUOUS EVALUATION:
The assessment of knowledge consists of the following components:
T1: Individual final written test on the practical component - Weighting 50%.
T2: Individual final written test on the theoretical component - Weighting 40%.
TG: Elaboration and presentation of a group work on topics to be defined in theoretical classes - Weighting of 10%.

Continuous Evaluation Final Score = (0.5 x T1) + (0.4 x T2) + (0.1 x TG).

To obtain approval it is necessary that the final global classification is> = 10. In addition, the following requirements must be met:
• Carry out all the components of the evaluation.
• Mean score of the two final individual tests> = 8 values.
• Group Work evaluation score > = 10 values.

Additional Remarks:
1. Continuous assessment is optional. In case the student chooses not to do it (decision that must be communicated until one month after the beginning of the classes), the final grade will be determined by the classification obtained in Final Evaluation.
2. In continuous evaluation, there is a minimum level of attendance to be approved (2/3 of presences in theoretical classes, and 2/3 of presences in practical classes).
3. The individual written tests of continuous evaluation are with consultation of the teaching materials.

FINAL EVALUATION

There are three seasons of final evaluation:

Normal Season | (intended for students who did not opt for continuous assessment).

The evaluation of the normal season is made up of Individual Examination consisting of two parts: I on the practical component (10 values) and II on the theoretical component (10 values).

The Normal Season Exam is without consulting the teaching materials. However, a sheet of the various formulas suitable for use in the practical component will be provided.

Final Score = Exam Score. If the exam grade is less than 9.5, there will be no approval.

Appeal Season | (intended for students who did not or did not get a chance in the normal season or on continuous assessment).

1. The evaluation of the appeal season is made up of three components for the students who obtained approval in the Group Work carried out in the scope of the continuous assessment:
E1: Practical part of an Individual Exam (10 values) - Weighting of 50%
E2: Theoretical part of an Individual Exam (10 values) - Weighting 40%
TG: Group Work Classification carried out in Continuous Evaluation - Weighting of 10%

This Individual Examination of Appeal Season (Practical and Theoretical Parts) is without consultation of the teaching materials. However, a sheet of the various formulas suitable for use in the practical part will be provided.

Final Score of the Appeal Season = (0.5 x E1 x 2) + (0.4 x E2 x 2) + (0.1 x TG)
If the final score is less than 9,5, there will be no approval.

2. For students who did not obtain approval in the Group Work carried out under Continuous Evaluation and / or who did not participate in Continuous Evaluation, the evaluation in Appeal Season is identical to the Normal Season.

In this case, the evaluation of the appeal season consists of an individual examination with two parts: a) I on the practical component (10 values) and II on the theoretical component (10 values).

This examination of appeal season is without consultation of teaching materials. However, a sheet of the various formulas suitable for use in the practical component will be provided.

Final Score = Exam Score. If the exam grade is less than 9.5, there will be no approval.

Special Season:

The evaluation system is the same as in the Appeal Season, with the final score being that of the Special Season Exam.

Attendance system

In continuous evaluation, there is a minimum level of attendance to be approved (2/3 attendance in theoretical classes, 2/3 attendance in practical classes.

Assement and Attendance registers

Main Bibliography

Complementary Bibliography