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MKT402
Preview: MKT402 : Strategic Market Pricing
Course Guide
Prerequisites
Course Description
Instructional Materials
Course Learning Outcomes
Analyzes the critical factors in making pricing decisions and presents a process for cost and pricing
analysis. Reviews the concept of value creation and examines a variety of pricing policies and
techniques that can be incorporated into a marketing strategy to achieve stated objectives.
Examines pricing strategy over the life cycle of products.
Required Resources
Thomas T. Nagle. 2018. The Strategy and Tactics of Pricing: A Guide to Growing More Profitably.
MKT402 Taylor & Francis 6th edition textbook available at https://www.strayerbookstore.com
David Chaudron, PhD. No date. Re-Engineering and Tqm: Approaches to Organizational Change
Told as a "Tale of Three Villages". https://organizedchange.com/six-sigma-Total-Quality-
Management.htm
Assess the pricing strategy of a given company.
1
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information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
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Weekly Course Schedule
Week 1 - To Do List
Learn: Read Chapter 1 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Introduce yourself and complete the discussion, Strategic Pricing.
Week 2 - To Do List
Learn: Read Chapters 2 and 4 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Creating Value.
Quiz: Complete Quiz: Chapter 1.
Week 3 - To Do List
Evaluate the pricing strategy management, pricing decisions, and ethical and
legal implications relative to a given company.
2
Review concepts and processes related to cost and pricing analysis, value
creation, pricing policies, and pricing strategies.
3
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 3 - To Do List
Learn: Read Chapter 3 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Communicating Price.
Quiz: Complete Quiz: Chapters 2 and 4.
Week 4 - To Do List
Learn: Read Chapter 5 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Pricing Policies and Buyers.
Quiz: Complete Quiz: Chapter 3.
Assignment: Complete the assignment, Pricing Strategy.
Week 5 - To Do List
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 5 - To Do List
Learn: Read Chapters 6 and 10 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Pricing for a Lifetime.
Quiz: Complete Midterm Exam: Chapters 1–5.
Week 6 - To Do List
Learn: Read Chapter 11 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, The Big Picture.
Quiz: Complete Quiz: Chapters 6 and 10.
Week 7 - To Do List
Learn: Read Chapter 9 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 7 - To Do List
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Understanding Costs.
Quiz: Complete Quiz: Chapter 11.
Week 8 - To Do List
Learn: Read Chapter 9 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Financial Analysis.
Week 9 - To Do List
Learn: Read Chapters 7 and 8 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Price Sensitivity.
Quiz: Complete Quiz: Chapter 9.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Week 10 - To Do ListWeek 10 - To Do List
Learn: Read Chapter 12 in The
Strategy
and
Tactics
of
Pricing:
A
Guide
to
Growing
More
Profitably.
Learn: Read the PowerPoint presentations and notes.
Discuss: Complete the discussion, Ethical Issues.
Quiz: Complete the Quiz: Chapters 7 and 8.
Assignment: Complete the assignment, Pricing Strategies and Decisions.
Week 11 - To Do List
Discuss: Complete the discussion, Transfer It.
Quiz: Complete Final Exam: Chapters 6–12.
Grading Scale
Participation Total Points % of Grade
Discussion Participation 275 27.5%
Assignment Total Points % of Grade
Week 2 Quiz - Quiz: Chapter 1 30 3%
Week 3 Quiz - Quiz: Chapters 2 and 4 60 6%
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Participation Total Points % of Grade
Week 4 Assignment - Pricing Strategy 110 11%
Week 4 Quiz - Quiz: Chapter 3 30 3%
Week 5 Quiz - Midterm Exam: Chapters 1–5 90 9%
Week 6 Quiz - Quiz: Chapters 6 and 10 60 6%
Week 7 Quiz - Quiz: Chapter 11 30 3%
Week 9 Quiz - Quiz: Chapter 9 30 3%
Week 10 Assignment - Pricing Strategies and Decisions 130 13%
Week 10 Quiz - Quiz: Chapters 7 and 8 60 6%
Week 11 Quiz - Final Exam: Chapters 6–12 95 9.5%
Totals 1000 100%
Final Course Grade
Points Percentage Grade
900 - 1000 90% - 100% A
800 - 899 80% - 89% B
700 - 799 70% - 79% C
600 - 699 60% - 69% D
0 - 599 59% and below F
Unique Course Features
Grading Scale Notation
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Please consult the University Catalog and your academic advisor to determine the final grade needed
in this class to satisfy your specific degree conferral requirements.
Assignments
Week 4 Assignment - Pricing Strategy
Summary
Click the linked activity title to access this assignment.
Text
Overview
Imagine that you work for a pricing strategy consulting business. Select a business to be your next
client. Think of a scenario that would result in your client seeking advice from your consulting
business. You will use this same business or client for the Week 10 assignment: Pricing Strategies
and Decisions.
Instructions
Develop a 2–4 page report about your client for your boss that includes the following components:
1. Company Description.
Describe the company, the products it makes or services it provides, and the
problems or issues that the company is facing related to its pricing strategy.
2. Pricing Strategies.
Evaluate the pricing strategies relative to the product life cycle for your client’s three
top-selling products.
Summarize the critical factors (for example, technology, regulation, market
information, and consumer preferences) that affect your client’s pricing
decisions.
Describe the impact value has on the company’s pricing strategy and
profitability, and the importance of market segmentation.
Determine the effectiveness or ineffectiveness of your client’s price and value
communication strategies.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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3. References.
Use three sources to support your writing. Choose sources that are credible, relevant,
and appropriate. Cite each source listed on your source page at least one time within
your assignment. For help with research, writing, and citation, access the library or
review library guides.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Assess the pricing strategy of a given company.
Scoring Guide
Describe the company, the products it makes
or services it provides, and the problems or
issues that the company is facing related to
its pricing strategy. 25 %
Unacceptable
Did not submit or
incompletely
described the
company,
products or
services, and the
issues the
company is
facing related to
its pricing
strategy.
Needs
Improvement
Insufficiently
described the
company,
products or
services, and the
issues the
company is
facing related to
its pricing
strategy.
Satisfactory
Partially
described the
company,
products or
services, and the
issues the
company is
facing related to
its pricing
strategy.
Competent
Satisfactorily
described the
company,
products or
services, and the
issues the
company is
facing related to
its pricing
strategy.
Exemplary
Thoroughly
described the
company,
products or
services, and the
issues the
company is
facing related to
its pricing
strategy.
Evaluate the critical factors, value, market
segmentation, and communication strategies
for the client's three top-selling products. 60
%
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Unacceptable
Did not submit or
incompletely
evaluated critical
factors, value,
market
segmentation,
and
communication
strategies for the
client's three top-
selling products.
Needs
Improvement
Insufficiently
evaluated critical
factors, value,
market
segmentation,
and
communication
strategies for the
client's three top-
selling products.
Satisfactory
Partially
evaluated critical
factors, value,
market
segmentation,
and
communication
strategies for the
client's three top-
selling products.
Competent
Satisfactorily
evaluated critical
factors, value,
market
segmentation,
and
communication
strategies for the
client's three top-
selling products.
Exemplary
Thoroughly
evaluated critical
factors, value,
market
segmentation,
and
communication
strategies for the
client's three top-
selling products.
Reference and integrate three credible
sources to support your writing. 10 %
Unacceptable
No references
provided.
Serious errors in
the integration of
sources, such as
intentional or
accidental
plagiarism, or
failure to use in-
text citations.
Needs
Improvement
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Sources are
insufficiently
integrated using
ineffective
techniques of
quoting,
paraphrasing,
and
summarizing.
Satisfactory
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Sources are
partially
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Competent
Meets number of
required
references; all
references are
high-quality
choices.
Sources are
mostly integrated
using effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Exemplary
Exceeds number
of required
references; all
references are
high-quality
choices.
Sources are
consistently
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Clarity, writing mechanics, and formatting
requirements. 5 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Week 10 Assignment - Pricing Strategies and Decisions
Summary
Click the linked activity title to access this assignment.
Text
Overview
You will use the same client and scenario for this assignment that you used for the Week 4
assignment: Pricing Strategy.
Instructions
Develop a 3–5 page report about your client for your boss that includes the following components:
1. Pricing Strategy Management
Evaluate the pricing policies, processes, and methods your client uses to manage its
pricing strategies.
Identify the policies used to manage the pricing strategy of the company.
Describe the price-setting process the company uses and determine if prices
are sustainable and profitable.
Differentiate between incremental and avoidable costs and analyze the
contribution margin for your client’s three top-selling products.
Explain why your client should or should not invest in breakeven analysis.
2. Pricing Decisions
Determine the impact pricing decisions have on the overall marketing strategy of the
company.
Discuss the challenges your client could face when implementing a new or
updated pricing strategy.
Describe the strategies used by competitors and create solutions to react to
their actions.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Determine the best method for managing competitive information and current
trends in pricing.
Explain the importance of accurate measurement of price sensitivity of
consumers.
3. Ethics and the Law
Identify any potential ethical and legal implications related to pricing.
4. References
Use three sources to support your writing. Choose sources that are credible, relevant,
and appropriate. Cite each source listed on your source page at least one time within
your assignment. For help with research, writing, and citation, access the library or
review library guides.
This course requires the use of Strayer Writing Standards. For assistance and information, please
refer to the Strayer Writing Standards link in the left-hand menu of your course. Check with your
professor for any additional instructions.
The specific course learning outcome associated with this assignment is:
Evaluate the pricing strategy management, pricing decisions, and ethical and legal
implications relative to a given company.
Scoring Guide
Evaluate the pricing strategy policies, price-
setting process, cos, contribution margin, and
breakeven analysis. 35 %
Unacceptable
Did not submit or
incompletely
evaluated
policies, price-
setting process,
costs,
contribution
margin, and
breakeven
analysis.
Needs
Improvement
Insufficiently
evaluated
policies, price-
setting process,
costs,
contribution
margin, and
breakeven
analysis.
Satisfactory
Partially
evaluated
policies, price-
setting process,
costs,
contribution
margin, and
breakeven
analysis.
Competent
Satisfactorily
evaluated
policies, price-
setting process,
costs,
contribution
margin, and
breakeven
analysis.
Exemplary
Thoroughly
evalauted
policies, price-
setting process,
costs,
contribution
margin, and
breakeven
analysis.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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Determine the impact pricing decisions have
on the overall marketing strategy of the
company. 40 %
Unacceptable
Did not submit or
incompletely
explained
challenges of
pricing strategy
implementation,
competitor
strategies and
solutions,
methods for
managing
competitive
information and
current pricing
trends, and
accurate
measurement of
consumer price
sensitivity.
Needs
Improvement
Insufficiently
explained
challenges of
pricing strategy
implementation,
competitor
strategies and
solutions,
methods for
managing
competitive
information and
current pricing
trends, and
accurate
measurement of
consumer price
sensitivity.
Satisfactory
Partially
explained
challenges of
pricing strategy
implementation,
competitor
strategies and
solutions,
methods for
managing
competitive
information and
current pricing
trends, and
accurate
measurement of
consumer price
sensitivity.
Competent
Satisfactorily
explained
challenges of
pricing strategy
implementation,
competitor
strategies and
solutions,
methods for
managing
competitive
information and
current pricing
trends, and
accurate
measurement of
consumer price
sensitivity.
Exemplary
Thoroughly
explained
challenges of
pricing strategy
implementation,
competitor
strategies and
solutions,
methods for
managing
competitive
information and
current pricing
trends, and
accurate
measurement of
consumer price
sensitivity.
Identify any potential ethical and legal
implications related to pricing. 10 %
Unacceptable
Did not submit or
incompletely
identified
potential ethical
and legal
implications
related to
pricing.
Needs
Improvement
Insufficiently
identified
potential ethical
and legal
implications
related to
pricing.
Satisfactory
Partially
identified
potential ethical
and legal
implications
related to
pricing.
Competent
Satisfactorily
identified
potential ethical
and legal
implications
related to
pricing.
Exemplary
Thoroughly
identified
potential ethical
and legal
implications
related to
pricing.
Reference and integrate three credible
sources to support your writing. 10 %
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
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© 2021 Strategic Education, Inc.
Unacceptable
No references
provided.
Serious errors in
the integration of
sources, such as
intentional or
accidental
plagiarism, or
failure to use in-
text citations.
Needs
Improvement
Does not meet
the required
number of
references; all
references are
poor-quality
choices.
Sources are
insufficiently
integrated using
ineffective
techniques of
quoting,
paraphrasing,
and
summarizing.
Satisfactory
Does not meet
the required
number of
references;
some references
are poor-quality
choices.
Sources are
partially
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Competent
Meets number of
required
references; all
references are
high-quality
choices.
Sources are
mostly integrated
using effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Exemplary
Exceeds number
of required
references; all
references are
high-quality
choices.
Sources are
consistently
integrated using
effective
techniques of
quoting,
paraphrasing,
and
summarizing.
Clarity, writing mechanics, and formatting
requirements. 5 %
Unacceptable
More than eight
errors present.
Needs
Improvement
7–8 errors
present.
Satisfactory
5–6 errors
present.
Competent
3–4 errors
present.
Exemplary
0–2 errors
present.
Ⓒ 2020 Strayer University. All Rights Reserved. This document contains Strayer University Confidential and Proprietary
information and may not be copied, further distributed, or otherwise disclosed in whole or in part, without the expressed
written permission of Strayer University.
