Teaching Methodologies
The teaching and learning methodologies are based on participatory and interactive methods, with continuous supervision and feedback
from the instructor, namely:
M1: Theoretical-practical classes introducing key concepts and case study analysis, promoting critical discussion.
M2: Supervised group work where students can apply concepts and collaboratively develop value propositions for a brand.
M3: Practical sessions with gamification and design thinking methodologies to encourage students to identify problems, ideate solutions,
and prototype innovative and sustainable value propositions.
Learning Results
Learning objectives:
O1: Critically evaluate pricing models and strategies, identifying the most appropriate for different market contexts.
O2: Analyze the product life cycle and its impact on product and portfolio management and innovation.
O3: Design innovative value propositions, integrating sustainability, co-creation, and alignment with the business model.
O4: Relate the concepts of product, price, and value perception and develop co-created value propositions aligned with customer
expectations, incorporating sustainability dimensions.
Program
C1. The product
C1.1. Definition and classification of products
C1.2. Product life cycle
C1.3. Product and portfolio management and innovation
C2. The price
C2.1. Pricing models
C2.2. Pricing strategies
C3. The value proposition
C3.1. Relationship between product, price, and value perception
C3.2. The role of the value proposition in the business model
C3.3. Creation of value propositions
C3.4. Co-creation of value: integrating customers into the value proposition development process
C3.5. Sustainability in the development of value propositions
Internship(s)
NAO
Bibliography
Andrew, J & Morrison, R. (2024). Strategic Value Creation: Design and Execute a Strategy for Breakthrough Returns. Kogan Page.
Hinterhuber, A. & Snelgrove, T. (2022). Value First, Then Price: Building Value-Based Pricing Strategies (2nd ed.). Routledge.
Iannuzzi, A. (2024). Greener Products: The Making and Marketing of Sustainable Brands (3rd ed.). Routledge.
Liozu, S. & Hinterhuber, A. (2023). Digital Pricing Strategy: Capturing Value from Digital Innovations. Routledge.
Marinov, M. (2020). Value in Marketing: Retrospective and Perspective Stance. Routledge.
McDonald, M.; Oliver, G. (2018). Malcolm McDonald on Value Propositions: How to Develop Them, How to Quantify Them. Kogan Page.
Nagle, T.; Muller, G. & Gruyaert, E. (2023). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (7th ed.). Routledge.
Simon, H. & Fassnacht, M. (2019). Price Management: Strategy, Analysis, Decision, Implementation. Springer.