Price in Marketing

Teaching results

By completing the course, students gain knowledge about the functions of price and its position in the set of marketing tools, while becoming more familiar with the impact of price as a basic tool for influencing the economy and economic results of business. They will become familiar with pricing decision-making in a company, which is affected by a number of often conflicting factors. The issue of pricing decision-making consists of two components, namely pricing strategies and pricing. They will gain knowledge about pricing procedures and their use in marketing activities with an impact on prices in companies operating in consumer markets and in companies operating in business markets.
Graduates will be able to apply the value and cost approaches in the pricing process, take into account psychological aspects in pricing; subsequently, they will be able to work appropriately with price adjustment options. In a business environment, they can apply a competitive approach to pricing and prepare price proposals for price negotiations. They will understand the connection between the achieved level of sales prices and the company's price goals and the impact on the company's economy.
By successfully completing the course, they will acquire the competence to apply the issue of pricing decision-making in specific business situations in various executive sales positions in companies operating in consumer and business markets. They will be able to work with information on factors that influence pricing decision-making, search for them, select them, analyze them and synthesize them with an orientation towards the creation of a pricing strategy and in specific pricing. They will acquire the ability to connect problems of a strategic and operational nature in the area of pricing strategies and pricing and professional flexibility for the successful connection of business goals and marketing operations on the market in the area of selling prices.