Florian von Wangenheim: Catalogue data in Spring Semester 2020

Name Prof. Dr. Florian von Wangenheim
FieldTechnology Marketing
Address
Professur f. Technologiemarketing
ETH Zürich, WEV J 409
Weinbergstr. 56/58
8092 Zürich
SWITZERLAND
Telephone+41 44 632 69 24
E-mailfwangenheim@ethz.ch
DepartmentManagement, Technology, and Economics
RelationshipFull Professor

NumberTitleECTSHoursLecturers
363-1128-00LPricing - Theory and Practice Restricted registration - show details
Number of participants limited to 25.
3 credits1GF. Uhrich, F. von Wangenheim
AbstractPricing is much more than just a price: lt is about how to convert interest into transaction. Pricing combines like almost no other business discipline quantitative and analytical rigor with qualitative and psychological aspects.
This course explains the underlying economical and psychological concepts that influence price setting and price perception.
ObjectiveUnderstand underlying theories and concepts of price setting and price perception. Learn how to master pricing from strategy to execution.
See how diverse pricing can be across industries.
Content- Introduction to pricing
the relevance of pricing & the profit formula

- Pricing theory—3 lenses on pricing & a holistic view on pricing:
cost-based pricing, customer/value-based pricing, competitive pricing & the holistic view on all pricing layers (pricing strategy, pricing execution, pricing enablers)

- Price elasticity—theory & reality:
price elasticity curves, break-even elasticity, typical elasticity values

- Behavioral pricing—cognitive biases:
value perception (loss aversion, transactional utility, precise pricing, power of free), reference frames (anchoring, asymmetric dominance, extremeness aversion, unit framing), certainty effects (IKEA effect, social proof, endowment effect), and flat-rate bias

- Pricing practice—key concepts by industry:
B2B (pricing power, price realization, surcharges, long-tail pricing, one-shot pricing, contract pricing), B2B2C (multi-channel pricing, price waterfall, trade spend, cross-border pricing), B2C (Promo effectiveness, psychological prices, good-better-best pricing, end-of-lifecycle pricing, non-profit/social pricing), eCommerce, digital/software/subscriptions (internet of things, land & expand, freemium, bundling/unbundling, lifecycle)

- Pricing diagnostics & price monitoring:
price clouds, price-mix-reporting, basket analysis

The course is a mixture of front lecture and student homework and presentation.
364-1052-00LPhD Seminar in Quantitative Marketing Research Restricted registration - show details 3 credits1SF. von Wangenheim, R. Algesheimer
AbstractThe seminar is open to PhD students in Quantitative Marketing. Students are invited to present "work in progress". Work to be presented should be in a state that allows for submission to an international peer-reviewed journal in the not too distant future. This seminar is a collaboration between ETH and UZH and marketing groups from both sides will participate.
ObjectiveThe learning goal of the course is to reflect on and improve participants' research skills through presentation and discussion of research in progress projects.
To be prepared for the seminar, students need to read up on central topics in the related literature. These references are listed in the forthcoming syllabus. Students are invited to present "work in progress".
ContentThe seminar is open to PhD students in Quantitative Marketing. To be prepared for the seminar, students need to read up on central topics in the related literature. These references are handed out in the beginning of the seminar. Students are invited to present "work in progress". Work to be presented should be in a state that allows for submission to an international peer-reviewed journal in the not too distant future. This seminar is a collaboration between ETH and UZH and marketing groups from both sides will participate.
To be prepared for the seminar, students need to read up on central topics in the related literature. These references are listed in the forthcoming syllabus. Students are invited to present "work in progress".