This course provides an in-depth exploration of one of the most critical elements of the marketing mix – the price – as a key factor in capturing the created value of products and services and the primary driver of a company’s revenue. It plays a crucial role in profitability and business sustainability. This course emphasizes the assessment of customer value perception, price response of customers and competitors, and the development of smart customer-centric pricing strategies, both at the C-level (starting from the business model) and the analyst level.

The course also addresses current trends, such as AI-based pricing automation, personalization, and the use of advanced tools and software in pricing decisions. Practical case studies and projects are integrated to ensure that students can apply these concepts effectively in real-world scenarios.

The course is limited to 30 participants. To register, please email apl. Prof. Dr. Sonja Gensler (s.gensler@uni-muenster.de). Spots will be allocated on a first-come, first-served basis.