Teaching plan for the course unit (Short version)
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General information

 

Course unit name: Pricing Policy and Strategy

Course unit code: 363823

Academic year: 2025-2026

Coordinator: Emilio Vizuete Luciano

Department: Department of Business

Credits: 6

Single program: S

Estimated learning time

Total number of hours 150

 

Face-to-face and/or online activities

60

	-  Lecture with practical component	Face-to-face		30
	-  Group tutorial	Face-to-face		15
	-  Problem-solving class	Face-to-face		15

Supervised project

40

Independent learning

50

Learning objectives

Referring to knowledge Overall objective Understand the role of the price factor within the marketing mix and its importance for both the market success of a product and its position within a company’s portfolio. Specific objectives Analyse the price structure and its main components. Examine the most frequently used pricing strategies and the factors that condition them. Apply decision-making skills in real business contexts. Identify and compare the most common pricing methods. Consolidate and extend knowledge acquired from two earlier subjects: Introduction to Marketing and Strategic Marketing. Referring to skills, abilities Develop the skills required to pursue a professional career in the business world. Be able to design and conduct research projects. Attitudes, values and norms Cultivate an analytical approach and demonstrate an awareness of ethical considerations.

 

 

Teaching blocks

 

1. Introduction

*  This block introduces key concepts essential for the study of pricing in marketing.

2. Price determinants

*  This block examines the factors firms consider when setting prices, including: costs, demand, competition, and other influences.

3. Pricing objectives and strategies

*  This block outlines business objectives and the pricing strategies used to achieve them.

4. Methodology for setting product prices

*  This block reviews different pricing models and introduces the legal and regulatory framework governing prices.

 

 

Official assessment of learning outcomes

 

Continuous assessment Exercises and activities (individual and group) carried out during the course: 20% of the final grade. Group project (pricing plan, with in-class presentation): 30% of the final grade. Theoretical-practical examinations: 50% of the final grade. To be eligible for this option, students must attend at least 80% of the classes. Repeat assessment For students having to take the resit, coursework activities and marks obtained during the course cannot be taken into account.   Examination-based assessment Students are require to sit an examination on the date officially scheduled for the subject. The exam includes a range of questions and/or exercises. Repeat assessment All students are eligible for repeat assessment.

Reading and study resources

Check availability in Cercabib

Book

FERRÉ TRENZANO, José María; FERRÉ NADAL, Jordi. Políticas y estrategias de gamas de productos y precios: cómo gestionar el portafolio de productos y fijar precios de venta y cesión. Madrid : Díaz de Santos, cop. 1995

Catàleg UB  

JAIME ESLAVA, José de. Pricing: Nuevas estrategias de Precios. 4ª edició revisada y actualitzada. Madrid : ESIC, DL 2015

Catàleg UB  

ROSA DIAZ, Isabel María; RONDÁN CATALUÑA, Francisco Javier; DÍEZ DE CASTRO, Enrique Carlos. Gestión de Precios.  6ª ed. Madrid : ESIC, 2013

Catàleg UB