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Gestão de Preços

Home / Oferta Formativa / Oliveira do Hospital Management and Technology School / Bachelor / Bachelor in Marketing

Base Knowledge

Introduction to Marketing

Teaching Methodologies

The following teaching methods are used in this curricular unit:

(a) Verbal Methods (telling), drawing on the pedagogical resources: Exposition, Explanation, Dialogue, and Questioning;

(b) Intuitive Methods (showing), drawing on the pedagogical resources: Demonstration, Audiovisual Materials, and Written Texts;

(c) Active Methods (doing), drawing on the pedagogical resources: Group Work, Problem Solving, Case Studies, and Simulation.

Learning Results

By the end of the curricular unit, students are expected to be able to:

a) Understand the fundamental concepts of pricing;

b) Understand cost-based pricing;

c) Understand pricing based on customers’ value perceptions;

d) Understand competition-based pricing;

e) Be familiar with the main pricing strategies;

f) Understand the different pricing tactics and price adjustments;

g) Recognize current perspectives on pricing and their implications for pricing decisions;

h) Apply the acquired knowledge to decision-making, problem-solving, and the analysis of case studies specific to pricing management.

Program

  1. Fundamental concepts of pricing;
  2. Prices, costs, and profitability;
  3. Prices and value perceptions;
  4. Prices and competition;
  5. Pricing strategies and price adjustments;
  6. Current perspectives on pricing.

Curricular Unit Teachers

Rafael Demczuk

Grading Methods

In this curricular unit, the following assessment methods are established:

1. Periodic assessment, comprising:

a) Two individual written tests, with a weighting of 50% of the final grade (25% each);

b) Group project, with a weighting of 40% of the final grade (*);

c) Individual exercises and assignments carried out in class and submitted through the academic system, with a weighting of 10% of the final grade.

2. Exam assessment, comprising:

a) Individual written exam covering the entire syllabus, with a weighting of 100% of the final grade.

(*) Based on peer assessment, each student's grade for the group project may vary by up to ±2 points from the group grade, within the 0 to 20 scale.


    Internship(s)

    NAO

    Bibliography

    Bibliography

    Bernardi, L. A. (2004). Manual de formação de preços: políticas, estratégias e fundamentos. Atlas.

    Caiado, A. C. P. (2020). Contabilidade Analítica e de Gestão. Áreas Editora.

    Kotler, P., & Armstrong, G. (2023). Princípios de Marketing (18th ed.). Bookman.

    Kotler, P., Keller, K. L., & Chernev, A. (2024). Administração de Marketing (16th ed.). Bookman.

    Nagle, T. T., Müller, G., & Gruyaert, E. (2023). The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (7th ed.). Routledge.

     

    Complementary Bibliography

    Dubois, A., Kulpa, L., & Souza, L. E. (2019). Gestão de Custos e Formação de Preços: Conceitos, Modelos e Ferramentas (4th ed.). Atlas.

    Meehan, J., Simonetto, M., Montan, L., & Goodin, C. (2017). Gestão de Rentabilidade e Pricing: Um guia prático para os líderes e gestores de empresas. Actual Editora.

    Nagle, T. T., & Hogan, J. E. (2008). Estratégia e táticas de preços: um guia para crescer com lucratividade (4th ed.). Pearson.

    Simon, H. (2015). Confessions of the Pricing Man: How Price Affects Everything. Springer.

    Simon, H., & Fassnacht, M. (2019). Price Management: Strategy, Analysis, Decision, Implementation. Springer.

     

    Supporting Reading

    Academic Journals: Students are encouraged to consult academic journals in the fields of pricing, consumer behavior, and marketing strategy, including:

    • Journal of Marketing
    • Journal of Marketing Research
    • Journal of Consumer Research
    • Journal of Consumer Psychology
    • Journal of Retailing
    • Journal of Revenue and Pricing Management

    Throughout the semester, selected articles may be recommended to strengthen the theoretical framework and the applied discussion.

    Institutional and Regulatory Sources: To ensure alignment with the legal and regulatory framework governing pricing decisions in Portugal and the European Union, students may consult:

    • Autoridade da Concorrência (Portuguese Competition Authority)
    • European Commission, Directorate-General for Competition
    • ASAE (Economic and Food Safety Authority) and the Directorate-General for Consumer Affairs
    • Statistics Portugal (INE)
    • Banco de Portugal and the European Central Bank

    National and International Press: In order to strengthen critical thinking and the contextualization of the topics covered, selected articles from the business press may be discussed in class, including:

    • The Economist
    • Financial Times
    • Wall Street Journal
    • Forbes
    • ECO
    • Expresso
    • Jornal de Negócios
    • Público