Gestão de Preços

Introduction to Marketing

In this curricular unit, the following teaching methods are used:

a) Verbal methods, using exposition, explanation, dialogue, debate and interrogation;

b) Intuitive methods, using demonstration, audio-visual and written texts;

c) Active methods, using group work and case studies.

At the end of the curricular unit, the student is expected to be able to: 

a) Explain the fundamental concepts of pricing;

b) Understand cost-based pricing;

c) Understand pricing based on customers’ value perceptions;

d) Understand pricing based on competition;

e) Distinguish the different pricing strategies;

f) Distinguish the different tactical pricing options.

g) Select pricing decisions among alternatives and assess their impact on organizational performance

1. Fundamental concepts of pricing

2. Prices, costs and profitability

3. Prices and value perceptions

4. Prices and competition

5. Pricing strategies

6. Price adjustments

NAO

Bernardi, L. A. (2017). Formação de preços: estratégias, custos e resultados (5.ª ed.). Atlas.

Bouter, E. J. (2013). Pricing: The Third Business Skill. Principles of Price Management. FirstPrice BV.

Bruni, A. L., & Famá, R. (2012). Gestão de Custos e Formação de Preços (6.ª ed.). Atlas.

Coelho, F. S. (2018). Formação de preço de produtos e serviços: Modelo tridimensional de percepção de valor, estratégias de preço e posicionamento frente aos concorrentes. Edição de autor.

Nagle, T. T., & Müller, G. (2018). The Strategy and Tactics of Pricing: A guide to growing more profitably (6th ed.). Routledge.

Porto, G. (2014). Formação e gestão de preços. FGV Editora.