MODERN PRICING - BMEGT20ML76

The main objective of the course is to make students understand what pricing means in a modern technological environment. Over the past 10-15 years, pricing practices have changed significantly in both the B2C and B2B markets. Price comparisons, price auctions, dynamic pricing, and most recently personalized pricing have appeared. Artificial intelligence also knocks. However, most SMEs still follow 19th century pricing practices. During the lectures, the theoretical basis is provided by marketing, with the presentation of pricing policy, pricing and price-theoretical connections, and then we also review the latest practical techniques. With many examples and case studies, we show where the world is in terms of pricing, what data-driven pricing means today. During the mid-year group project task, students model pricing methods, which helps to put theoretical knowledge into practice.

1. Have knowledge of the basic, comprehensive concepts, theories and connections of pricing
2. Mastered basic pricing and related data collection methods.
3. Learned about the world’s current IT-assisted pricing practices.
4. Understand what data-driven pricing means.
5. Understand why pricing is becoming increasingly important and will become a critical marketing element in the coming years.

1. Are using the theories and methods learned, he is able to critically review, evaluate and renew the pricing practices of his own company and enterprise.
2. Are able to make proposals for the development of a new pricing strategy
3. Are able to formulate modern pricing requirements and requirements for your company.
4. Are able to collaborate and think with marketing and pricing colleagues to improve current processes
5. Are able to prepare a feasibility study and functional specification of a pricing support system based on the collected needs.

1. Will be receptive to the use of new IT tools.
2. Understand the application possibilities of 21st century technological innovations in marketing and pricing.

1. Learn and performs the specified tasks independently, under general professional supervision.
2. Actively participates in classes and project assignments.
3. Working actively in a team, helping his peers to improve the team's overall performance.
4. Are responsible for their analyzes, conclusions and decisions.

Lectures, written and oral communication, use of IT tools and techniques during the lecture and optional tasks to be done independently.

• Danyi P. – Rekettye G. – Veres I.: Modern árazás. Akadémiai Kiadó, 2021. Digitális kiadás: mersz.hu (2020): https://mersz.hu/danyi-rekettye-veres-modern-arazas/
• Egyéb javasolt irodalom:
• Dolan, R.J., Simon H. (2000) Árképzés okosan: Profitnövelő stratégiák. Geomédia Szakköny-vek, Budapest.
• Baker, W.L., Marn, M.V., Zawada, C.C. (2010) The Price Advantage, 2nd Ed. McKinsey & Company and Wiley.
• Hunt, P., Saunders, J. (2013) World Class Pricing: The Journey. iUniverse Inc., Bloomington.
• Rekettye G.: Multidimenzionális árazás. Akadémiai kiadó (2011). Angolul: Rekettye, G., Liu, J. (2018) Pricing – The New Frontier, Transnational Press, London.
• Simon, H. (2015) Confessions of the Pricing Man: How Price Affects Everything. Springer.
• Smith T.J. (2012) Pricing Strategy: Setting Price Levels, Managing Price Discounts, and Estab-lishing Price Structures. South-Western Cengage Learning.
• Macdivitt, H., Wilkinson, M. (2012) Value-based Pricing. McGraw-Hill.
• Interneten talált blogcikkek árazás/Pricing témakörben

A 2.2. pontban megfogalmazott tanulási eredmények értékelése önként vállalt házi feladatok, illetve vizsga alapján történik.

A) Szorgalmi időszakban végzett teljesítményértékelések részletes leírása: Önként vállalt házi feladat írásban és/vagy szóban teljesíthető a félév során kiadott témákban. A teljesítéssel maximum 12 pont, azaz 20% vizsga-részarány szerezhető, ami hozzáadódik a vizsgapontszámhoz. B) Vizsgaidőszakban végzett teljesítményértékelés A vizsga elemei: 1. Írásbeli teljesítményértékelés: A vizsgateszt 60 pontos, amely a tanulmányi eredmények értékelésébe 100%-kal számít be. A vizsga max. 60 perces, és 60 darab feleletválasztós illetve esettanulmányi kérdést tartalmaz.

• írásbeli vizsga : 100% (+20%)
• összesen: 100%

Nincs aláírás megszerzési kötelezettség.

1) Az egyes évközi teljesítményértékelésekhez nem tartozik egyenkénti minimumkövetelmény. 2) A határidőre be nem adott projektfeladat nem pótolható, ill. a beadott feladat nem javítható. 3) A vizsgateszt újbóli megírása, pótlása, javítása a mindenkor érvényes vizsgaszabályzat szerint.

Consulted with the Faculty Student Representative Committee, approved by the Vice Dean for Education, valid from: 04.04.2022.