Florian von Wangenheim: Katalogdaten im Frühjahrssemester 2023 |
| Name | Herr Prof. Dr. Florian von Wangenheim |
| Lehrgebiet | Technologiemarketing |
| Adresse | Professur f. Technologiemarketing ETH Zürich, WEV J 409 Weinbergstr. 56/58 8092 Zürich SWITZERLAND |
| Telefon | +41 44 632 69 24 |
| fwangenheim@ethz.ch | |
| Departement | Management, Technologie und Ökonomie |
| Beziehung | Ordentlicher Professor |
| Nummer | Titel | ECTS | Umfang | Dozierende | ||||||||||||||||||||||||||||||||||||||
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| 363-1128-00L | Pricing - Theory and Practice  | 3 KP | 1G | F. Uhrich, F. von Wangenheim | ||||||||||||||||||||||||||||||||||||||
| Kurzbeschreibung | Pricing 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. | |||||||||||||||||||||||||||||||||||||||||
| Lernziel | Understand 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. | |||||||||||||||||||||||||||||||||||||||||
| Inhalt | - 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. | |||||||||||||||||||||||||||||||||||||||||
| 364-1052-00L | PhD Seminar in Quantitative Marketing Research | 3 KP | 1S | F. von Wangenheim, R. Algesheimer | ||||||||||||||||||||||||||||||||||||||
| Kurzbeschreibung | The 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. | |||||||||||||||||||||||||||||||||||||||||
| Lernziel | The 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". | |||||||||||||||||||||||||||||||||||||||||
| Inhalt | The 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". | |||||||||||||||||||||||||||||||||||||||||
| 375-0001-00L | Introduction to Digital Health | 3 KP | 1G | T. Kowatsch, F. von Wangenheim | ||||||||||||||||||||||||||||||||||||||
| Kurzbeschreibung | Today, we face the challenge of chronic conditions. Personal coaching approaches are neither scalable nor financially sustainable. The question arises, therefore, to which degree Digital Health Interventions (DHIs) are appropriate to address this challenge. In this lecture, students will learn about the need for, as well as the design, implementation, and assessment of DHIs. | |||||||||||||||||||||||||||||||||||||||||
| Lernziel | At the intersection of information systems research, computer science, behavioural medicine, and health economics, this CAS module has the objective of helping participants better understand the relevance and key characteristics of DHIs. After the course, students will be able to: 1. understand the relevance of DHIs for the prevention and management non-communicable diseases (NCDs) 2. understand key characteristics of digital health interventions (e.g., states of vulnerability and receptivity, digital biomarker, health care chatbots and voice assistants) 3. understand digital health business models. | |||||||||||||||||||||||||||||||||||||||||
| Inhalt | The first module of the CAS in Digital Health provides an overview of the global epidemic of non-communicable disease (NCDs). Digital Health interventions (DHIs) are introduced as one approach of offering better support and treatment to people affected by NCDs. How can DHIs be leveraged in healthcare and in private capacity? To this end, the most important business models for DHIs are analyzed. The topics are: 1. The health and economic burden of NCDs 2. Key characteristics of of DHIs 3. Business models for DHIs This CAS module consists of live sessions and complementary online lessons. Live input sessions are used to introduce and discuss the course topics. Complementary learning material (e.g., video and audio clips), multiple-choice questions and individual exercises are provided online to deepen the knowledge acquired in the input sessions. | |||||||||||||||||||||||||||||||||||||||||
| Literatur | 1. Cohen AB Dorsey ER Mathews SC et al. (2020) A digital health industry cohort across the health continuum Nature Digital Medicine 3(68), 10.1038/s41746‐020‐0276‐9 2. Collins LM (2018) Optimization of Behavioral, Biobehavioral, and Biomedical Interventions: The Multiphase Optimization Strategy (MOST) New York: Springer, 10.1007/978-3-319-72206-1 3. Coravos A. Khozin S. and K. D. Mandl (2019) Developing and Adopting Safe and Effective Digital Biomarkers to Improve Patient Outcomes Nature Digital Medicine 2 Paper 14, 10.1038/s41746‐019‐0090‐4 4. Fleisch E Franz C Herrmann A (2021) The Digital Pill: What Everyone Should Know about the Future of Our Healthcare System, Emerald Publishing: Bingley,UK, 10.1108/9781787566750 5. Katz DL Frates EP Bonnet JP Gupta SK Vartiainen E and Carmona RH (2018) Lifestyle as Medicine: The Case for a True Health Initiative American Journal of Health Promotion 32(6), 1452-1458, 10.1177/0890117117705949 6. Kvedar, JC, Fogel AL, Elenko E and Zohar D (2016) Digital medicine’s march on chronic disease Nature Biotechnology 34(3), 239-246, 10.1038/nbt.3495 7. Kowatsch T Otto L Harperink S Cotti A Schlieter H (2019) A Design and Evaluation Framework for Digital Health Interventions it ‐ Information Technology 61(5‐6), 253‐263, 10.1515/itit‐2019‐0019 8. Kowatsch T Fleisch E (2021) Digital Health Interventions, in: Gassmann O Ferrandina F (eds): Connected Business: Creating Value in the Networked Economy, Springer: Berlin, 10.1007/978-3-030-76897-3_4 9. Kowatsch T Schachner T Harperink S et al (2021) Conversational Agents as Mediating Social Actors in Chronic Disease Management Involving Health Care Professionals, Patients, and Family Members: Multisite Single-Arm Feasibility Study, Journal of Medical Internet Research (JMIR) 23(2):e25060 10.2196/25060 10. Kowatsch T Lohse KM Erb V et al (2021) Hybrid Ubiquitous Coaching With a Novel Combination of Mobile and Holographic Conversational Agents Targeting Adherence to Home Exercises: 4 Design and Evaluation Studies, Journal of Medical Internet Research (JMIR) 23(2):e23612, 10.2196/23612 11. Nahum‐Shani I Smith SN Spring BJ Collins LM Witkiewitz K Tewari A Murphy SA (2018) Just-in-Time Adaptive Interventions (JITAIs) in Mobile Health: Key Components and Design Principles for Ongoing Health Behavior Support, Annals of Behavioral Medicine 52 (6), 446‐462, 10.1007/s12160-016-9830-8 12. Sim, I. (2019) Mobile Devices and Health, The New England Journal of Medicine, 381(10), 956‐ 968, 10.1056/NEJMra1806949 | |||||||||||||||||||||||||||||||||||||||||
| Voraussetzungen / Besonderes | 1. A completed Master-level degree in a relevant field such as social sciences, medicine, economics, or technological sciences. 2. At least two years of postgraduate work experience in a relevant field. 3. Advanced English language skills. 4. The ability to understand and discuss scientific publications. 5. Willingness and ability to cover the programme fees and additional costs. 6. Ability to travel to the on-site seminar hotel retreats in Switzerland * 7. Access to a computer with a large (external) display (15” or larger recommended) and Internet access that allows video and audio streaming (for online sessions). | |||||||||||||||||||||||||||||||||||||||||
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