Price in Marketing

Teaching results

By completing the course, students gain knowledge about the functions of the price and its position in a set of marketing tools, with a deeper acquaintance with the impact of the price as a basic tool for influencing the economy and economic results of the business. They will get acquainted with pricing decisions in the company, which are affected by a number of often conflicting factors. The issue of pricing consists of two components, namely pricing strategies and pricing. They will gain knowledge about pricing practices 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 approach in the process of pricing, take into account the psychological aspects of pricing; subsequently, they will be able to work appropriately with the possibility of price adjustments. In the business environment, they can apply a competitive approach to pricing and prepare pricing proposals for pricing negotiations. They understand the connection between the achieved level of sales prices and the company's price goals and the impact on the company's economy.
Upon successful completion of the course, they will acquire the competence to apply the issue of price decision-making in specific situations in business in various executive business positions in companies operating in consumer and business markets. They can work with information about the factors that influence pricing decisions, search for them, select, analyze and synthesize with an orientation on the creation of pricing strategy and specific pricing. They will acquire the ability to combine problems of a strategic and operational nature in the field of pricing strategies and pricing and professional flexibility for the successful connection of business goals and marketing operations in the market in the field of sales prices.