MKT468

Textbook

Your course textbook can be accessed via the DART eBook link in the Getting Started module.

Your course requires a textbook that must be purchased from the NU Bookstore or any other resource of your choosing (for example, on Amazon). 

• The textbook is a pivotal resource for "Mastering Pricing Strategy." Schindler's work provides a comprehensive and contemporary exploration of pricing strategies, aligning seamlessly with the course's objectives and enhancing the depth of understanding for participants. Schindler's textbook looks into the foundational and emergent pricing models, offering a rich insight into traditional methods and cutting-edge strategies such as value-based pricing. This aligns perfectly with the course's emphasis on providing a holistic understanding of pricing principles.
• Chapter 1: Pricing as an Element of the Marketing Mix
• Chapter 2: The Starting Point in Setting an Initial Price
• Chapter 3: Assessing Value to the Customer
• Chapter 4: Basic Pricing Strategies and the Use of Break-even Analysis

Pricing is an Element of the Marketing Mix

• The learner should review this scholarly article as it provides a contemporary perspective on B2B pricing strategies, emphasizing the importance of delivering value before determining the price. This aligns with the Pricing Strategy course, as understanding the dynamics of B2B pricing is crucial in developing a comprehensive pricing strategy. The article is published in a reputable journal, indicating a scholarly and evidence-based approach to pricing in the modern business landscape.

• Learners should review this Forbes article to gain insights into the real-world implications of pricing on selling strategies. Forbes is a widely recognized source for business insights, making this article a valuable resource for connecting theoretical concepts learned in the Pricing Strategy course to practical business scenarios.

• This video resource is a valuable addition to the course material as it provides a visual and auditory learning experience, catering to different learning styles. The Business Professor platform is known for delivering high-quality educational content, making this video a reliable source for enhancing comprehension of pricing concepts.

The Setting of Initial Prices

• This BCG report is essential for learners aiming to develop a global perspective on pricing and consumer behavior. Understanding global price sensitivity is crucial for formulating pricing strategies that cater to diverse markets, making this report a valuable resource for the Pricing Strategy course.

• Learners should review this book as it provides an in-depth exploration of price determination, offering a comprehensive understanding of the factors influencing pricing decisions. Published by SAGE Publications, this resource ensures a scholarly and well-researched approach to the topic.

• This U.S. Chamber of Commerce resource is essential for learners seeking a practical, step-by-step guide to pricing products. Understanding the calculation process is crucial for implementing effective pricing strategies, making this resource highly relevant to the Pricing Strategy course.

• This government resource is valuable for learners aiming to understand the regulatory and policy aspects of pricing strategies. Government guidelines provide a unique perspective, incorporating legal and ethical considerations into the pricing strategy development process.

• This video provides a quick overview of three pricing strategies, making it a valuable resource for learners seeking a concise and illustrative summary of key concepts covered in the Pricing Strategy course.