PAMANTASAN NG LUNGSOD NG MARIKINA • College of Management and Technology • Department of Business Administration, Entrepreneurship, and Accountancy

COURSE SYLLABUS2NDSEMESTER, AY 20-21

COURSE CODE & TITLE : MPC 106 PRICING STRATEGY CREDIT UNITS : Three (3)
PRE-REQUISITE COURSES : PROFESSOR/INSTRUCTOR : HENRY C. CEREZA, LPT, MBA

PLMar Pamantasan ng Lungsod ng Marikina (PLMar) is a progressive higher educational institution fostering competent, compassionate and creative learning community
Vision dedicated to the pursuit of academic excellence, character formation, social responsibility and accountability.

Pamantasan ng Lungsod ng Marikina (PLMar) is committed to:

PLMar 1. Provide accessible quality education, resources, opportunities and services for student development;
Mission 2. Promote holistic approach in lifelong learning leading to better quality of life;
3. Build an empowered, resilient and supportive learning community of agents for positive change.
4.
 Expand access to quality higher education among lower income and disadvantaged groups;
PLMar Objectives  Improve quality and standards of higher education, raise the level of educational outcomes and increase the social relevance of its development functions; and
 Rationalize higher education, improve its internal and external efficiency, optimize resource utilization and maximize resource generation.
PLMar  Discipline, Excellence, and Good Taste
Core Values

The College of Management and Technology (CMT) envisions to be the lead academic unit in producing quality graduates with business acumen and who are equipped
CMT Vision with the necessary tools of character and competence ready for industry employment.

The College of Management and Technology (CMT) commits to endow its students with excellent business education making them worthy contributors in the field of trade
CMT Mission and commerce both locally and globally.

CMT Accountancy:
Objectives  Produce competent professional accountant capable of making a positive contribution to the profession and society, in which they work;
 Provide a foundation of professional knowledge, professional skills, and professional values, ethics and attitudes that enable students to
continue to learn and adopt to change through their professional lives;
 Prepare students for the CPA licensure examination and for employment in private establishment and public sector.
Financial Management:
 Complete understanding of the concepts, principles, and the theories of financial management;
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  Help the students to seek employment and assume entry-level jobs or positions of responsibility as financial analyst, financial manager,
or executive;
 Prepare students to pursue a teaching career or graduate studies in business.
Human Resource Management Program:
 Complete understanding of the concepts, principles, theories, and philosophies in human resources;
 Assist students seek employment and facilitate the integration process in the corporate environment so they can be immediately
productive once they employed;
 Assists students in appreciating the HR role in the organization and how they can make meaningful contributions as strategic partners in
building the organization to become globally competitive.
Entrepreneurship and Marketing Management:
 Own a business or engage in a business venture;
 Seek employment and entry level jobs or positions of responsibility as Marketing Manager, Marketing Executives or Marketing
Director;
 Organizing or managing entrepreneurial activities if they decide to be self employed;
 Equip students with knowledge of the principle and concepts of Marketing and Entrepreneurship;
 Prepare students to pursue a teaching career or graduate studies in business.

I. COURSE DESCRIPTION:
Pricing is one of the most important decisions that businesses make in their efforts to profit maximization. The course is a foundation for effective pricing decisions by teaching key economic,
analytical, and behavioral concepts associated with costs, customer behavior and competition. In addition, advanced pricing techniques that aim to create additional value are introduced to the students.

II. STUDENT LEARNING OUTCOMES:

Upon completion of this course, students should be able to:

 Familiarize the students with basic terms concepts, approaches and problems of pricing decisions.
 To introduce a framework, based on concepts drown from cognitive psychology, economics and industrial organization organizations, to study pricing decisions.
 To provide and point to analytical tools which are useful for the understanding of the pricing process and for its successful creation and management.
 Understand and analyze price strategies of competitors in different market situations through case study scenario.

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KNOWLEDGE

1. Help the students to understand strategic planning and the way companies seek to achieve their objectives through pricing strategies and becomes familiar with different pricing
strategies, techniques and decisions implemented at business organizations to make in their effort for profit maximization.
2. Help the students to understand basic concepts for effective pricing decisions on the key economic , analytical and behavioral concepts associated with costs, customer behavior
and competition in preparation for business opportunity for them. Students will also learn what is the proper philosophy that should accompany all pricing strategies – such as
being fair trader as well as giving value in return.

SKILLS
1. Analyze the pricing structures, the price and value communication, setting price policy, and pricing structures and how effective pricing supports marketing and firm strategy.
Students will become familiar and have a clear understanding of pricing strategies of different products, lifecycles and companies and have opportunity to apply their skills in
understanding of concepts to solve business problems.
2. Examine how the demand and cost functions applicable to pricing analysis including demand, elasticity and revenue function. Students will gain an understanding of both the
demand and costs functions applicable to pricing level and have an insight on how pricing implementation is based on pricing policies and structure.

AFFECT AND ATTITUDES

1. Develop a deep background that pricing are not designed in a vacuum and their effectiveness is largely dependent on deep understanding of consumer motivation and behavior.
Students will learn about pricing strategy.
2. Gradually increase his understanding and can develop marketing decision based on pricing and yield management and enable the student to maximize profitability through the
application of relevant concepts,

III. EVIDENCE OF LEARNING

At the end of the semester, students are to...

 Analyze and understand the key economic, analytical and behavioral concepts associated with costs, customer behavior and competition
 Learn the different pricing technique
 Learn and understand the pricing strategist of different products, life cycle and companies

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IV. RUBRICS FOR ASSESSMENT:

Case Analysis

Criteria 4-Exceeds 3-Meets Expectations 2-Needs Improvement 1-Unacceptable

Expectations

Content 20% Shows maximum understanding Shows satisfactory understanding Shows minimal understanding of Shows unsatisfactory or no
of the topic. of the topic. parts of the topic. understanding of the topic.

Organization 20% Academic paper is logically Academic paper is reasonably Academic paper is somewhat Academic paper is illogically
organized with well-articulated organized with understandable reasonably organized but organized with unclear paragraphs
paragraphs and subheadings that paragraphs that can be easily paragraphs are vague and difficult that are difficult to follow due to
are easy to follow and has followed with basic transitions. to follow due to ineffective poor transitions.
effective, smooth and logical transitions.
transitions.

Quality of Information 20% Information and central ideas are Information and central ideas are Information and central ideas are Information and central ideas are
appropriate and clarity of purpose somewhat appropriate and often limited and sometimes unclear. inappropriate and have little or
is exhibited throughout the paper. clearly relates to the topic. nothing to do with the topic.

Integration of Knowledge 40% The paper demonstrates that the The paper demonstrates that the The paper demonstrates that the The paper does not demonstrate
student fully understands and has student, for the most part, student, to a certain extent, that the student has fully
applied concepts learned in the understands and has applied understands and has applied understood and applied concepts
course. Concepts are integrated concepts learned in the course. concepts learned in the course. learned in the course.
into the student’s own insights. Some of the conclusions,
The student provides concluding however, are not supported in the
remarks that show analysis and body of the paper
synthesis of ideas.

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V. LEARNING PLAN

LEARNING PLAN
Flexible Learning
Week # Topics Learning Experience / Assessments / Resources Asynchronous Synchronous
Week 
1  Class Kick-off Description  Video
 Quick Introduction to the course. Conferencing/Discussions
 Quick Introduction to the instructor
 Interactive Online
 Student’s will briefly introduce themselves to the class. Collaboration and
 Expectations, course flow & grading. Discussion
 Student

Reading: none

Assignment/deadline:
Week 
2  Pricing Strategy and Description :  Modular Course Pack  Video
Value Creation  Explanation/Discussion on how effective pricing supports marketing and firm  Chapter Reading Conferencing/Discussion
strategy. Assignments  Interactive Online
 Self-Exploratory Learning Collaboration/
 Explanation/Discussion of the proper philosophy that should accompany all
Path Discussion
pricing strategies – such as being trader as well as giving value and expecting
fair value in return.
 Explanation/Discuss of the pricing Pyramid.
 Explanation/Discussion of the different pricing strategies.
 Explanation/Discussion of what strategic pricing requires.

Reading: Students will be asked to read an article that will be used for class discussion.

Assignment/deadline: none

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Week
3 Analysis of Pricing Description :  Modular Course Pack  Chat Share Dynamics
Structures  Explanation/Discussion of what are pricing structures.  Interactive on line  Live
 Explanation/Discussion of how pricing structures support pricing strategy. collaboration and Webinars/Discussions
discussion  Video Conference
 Explanation/Discussion of how industries and firms use pricing structures
effectively.
 Explanation/Discussion of why pricing structures are often difficult to maintain.

Reading: none

Assignment/deadline:

Week  Price & Value  Live

4 Communication  Modular Course Pack Webinar/Discussion
Description :
 Explanation/Discussion of communication strategies for High and low search  Chapter Reading
products and when benefits are either more economic or more psychological. Assignment
 Explanation/Discussion of adapting the message to the purchase context  Case Study/Discussion
 Explanation/Discussion of adapting the message to the buy context. analysis

Reading: none

Assignment/deadline: CW1: Reflection Memo #1 due on NEO (upload) by Midnight.

Week  Analyzing & Setting 

5 Pricing Policy Description :  Chapter Reading  Lectures/Discussion
 Explanation/Discussion of managing customer pricing expectations. Assignments
 Explanation/Discussion of strategies to convey needed price increases to  Self-Exploratory Learning
customers. Path such as video
 Explanation/Discussion of strategic vs tactical pricing decisions. streaming, audio streaming/
 Explanation/Discussion of how procurement and sales view the various elements Podcasts Chat based
of pricing strategy.

Reading: Students will be asked to read an article that will be used for class discussion.

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 Assignment/deadline :none

Week  Setting Price  Modular Course Pack  Live Stream

6 Levels Description :  Discussion Board Lectures and
 Pricing Over the  Explanation/Discussion of strategies to find the price window. Demonstration
 Explanation/Discussion of finding price/volume tradeoffs.  Video Conferences
Product Life Cycle
 Explanation/Discussion of price sensitivity drivers.
 Explanation/Discussion of sales, profit, and pricing over the PLC.
 Explanation/Discussion of market dynamics and strategic considerations.

Reading : none

Assignment/deadline: none

Week  Pricing & Strategy  Chapter Reading  Video Conferences

7 Implementation Description : Assignment  Video Presentations
within the Firm  Explanation/Discussion of why firms often struggle to implement and maintain  Discusssion
 Self-Exploratory
pricing strategies. Learning Path
 Explanation/Discussion of the foundations to implement effective corporate  Supplementary Study
pricing strategies.
 Explanation/Discussion of corporate pricing roles.
 Explanation/Discussion of corporate pricing structures.
 Explanation/Discussion of pricing decision rights.
 Explanation/Discussion of indicators that corporate pricing is not effective.
 Explanation/Discussion of using customer and process analytics as input to pricing
strategy.
 Explanation/Discussion of using customer profitability maps to pricing strategy.
 Explanation/Discussion of using customer price banding maps as an input to
pricing strategy.
 Explanation/Discussion of using customer waterfall maps as an input pricing
strategy.

Reading: Students will be asked to read an article that will be used for class discussion.

Assignment/deadline: none

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 Mi

8 Midterm Exam
Week  Competition Based  Live Stream
9 Pricing Description :  Case Study and/or Lectures and
 Explanation/Discussion of the pricing game. Decision Analysis Demonstration
 Explanation/Discussion of common pricing misconceptions. Scenarios
 Explanation/Discussion of pricing for competitive advantage.  Problem Solving Work
 Explanation/Discussion of responding to competition. Guide

Reading: none

Assignment/deadline: CW2: Case Analysis # 2 due on NEO (upload) by Midnight.

Week  Continue….  Case Study snd  Live Stream,
10 Competition Based Description : Decision Analysis Lectures and
 Explanation/Discussion of response strategies based on characteristics of  Problem Solving Discussion
Pricing
competitors and cost. guides
 Students Project  Explanation/Discussion of using the Competitive Response Tool.
Presentations  Explanation/Discussion of communicating pricing intentions to the market.

Reading: none

Assignment/deadline: CW2: Project Presentations due on NEO (uploaded) Midnight.

Week  Continue….  Discussion Board  Chat Share Dynamics
11 Project Description :  Modular Course Pack  Live
 Explanation/Discussion of the psychology of pricing. Webinars/Discussions
Presentations
 Explanation/Discussion of the effect of consumption on pricing.
 Behavioral Aspect  Explanation/Discussion of the effect of payment interval on consumption patterns.
of Pricing
Reading: none

Assignment/deadline: none

Week  Case Analysis  Power Point Slides  Live Stream

12 Reading: none Lecture/ Audio Recorded lectures and
Study References
demostrations
Assignment/deadline: CW2: Case Analysis #3 Due on NEO (upload) by Midnight.  Chapter Reading

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 Week  Understanding  Modular Course  Video
13 Dynamic Pricing Description : Packs/Learning Packets Conferencing/Discussions
Force  Explanation/Discussion of the dynamic pricing.  Chapter Reading  Interactive Online
 Explanation/Discussion of how to dynamically price. Assignments Collaboration and
 Explanation/Discussion of best practices to dynamic pricing.  Class discussion Discussion

Reading: Students will be asked to read an article that will be used for class discussion.

Assignment/deadline: none

14 FINAL EXAM

VI. GRADING SYSTEM

MIDTERMS (50%) FINALS (50%) Grading Scale

Assignment, Seatwork & Project 20% Assignment, Seatwork & Project 20%
Quizzes30% Quizzes30% 1.00 ----- 96 - above
Exam 50% Exam 50% 1.25 ----- 93 - 95
TOTAL 100% TOTAL 100% 1.50 ----- 90 - 92
*The breakdown of percentages for both midterm and final grades is 1.75 ----- 87 - 89
only a sample. Instructors are free to change how each 50% is broken 2.00 ----- 84 - 86
down. 2.25 ----- 81 - 83
2.50 ----- 78 - 80
Notes: 2.75 ----- 76 - 77
* Minimum grade for Major Subject is 2.00 = 84 (indicate if applicable) 3.00 ----- 75
* Transmutation Formula 5.00 ----- Below 75
(Score/Highest possible score) x 50+50 INC ----- Incomplete
WP ----- Withdrawal from
a course with permission
UD ----- Unofficially
Dropped

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VII. POLICIES: (Policies found in the latest Student Handbook are hereby adopted)

1. Attendance: Students are expected to attend class regularly. Students are responsible for all assignments or announcements given in class. It is expected that all students will be present for all exams and
quizzes. Make-up exams are not given (because these are announced) and missed classroom activities cannot be made up, unless there is compelling reason to have an excused absence authorized and
recognized by the school. Please take note of the following:
a. Maximum number of cuts (stated in student handbook) + 1 more cut = Failure due to Absences
b. 1 late = arriving 15 minutes after class starts (for 1 hour class)
c. 3 Lates = 1 cut

It is the responsibility of the students to keep track of their absences and incidents of tardiness. They should exercise wise use of their allotted cuts. Students should not expect a warning upon reaching
the maximum number of allowable cuts.

2. Classroom behavior: Students are expected to be prompt, attentive, honest, and polite. Electronic devices such as phones and music players should be set aside. The professor has the right to confiscate
these devices and file the necessary corrective action.

3. Requirements: Submit all requirements on time and make sure that it is properly formatted and labeled. Late submission will be accepted but shall incur 10% deduction for every day the submitted
requirement is late.

VIII. REFERENCES
NOTE: ( PLEASE USE LATEST REFERENCE FROM 2017 TO PRESENT)

Thomas T Nagle, John E. Hogon (2019). The Strategy and Tactics of Pricing 10h Edition. One Lake Street, Upper Saddle River, New Jersey 07430: Pearson Education Inc.

Robert M Schindler (2019). Pricing Strategy: A Marketing Approach, 6th Edition Sage Publications Inc. South Carolin

Tim M. Smit (2019). Pricing Strategy Cengage Learning 3rd Edition BY-NC 3.0.

Harry C. Macdivil, Mike L Wilkinsom (2019). Pricing Strategy: Mcgraw Hill . 130, 20537 Hamburg Germany.

Suggested/Additional Readings:

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Professor : Program Head Dean
College of Business/Entreprenuer College of Management and Technology

DR. CESAR C. EUSTAQUIO

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