Excerpt from course description

Innovation and Pricing Strategies

  • English
  • TEM 0222
  • 7.5 Credits

Introduction

Please note that this is a preliminary course description. The final version will be published in June 2026.

This course explores how firms can develop new products and design pricing strategies to maximize market success. Students will learn to identify unmet customer needs, generate ideas, and develop a business case for a new product. In the second part of the course, students will examine pricing strategies that support innovation, including psychological pricing, value-based pricing, competitive pricing, and methods for estimating willingness-to-pay.

Course content

Module 1: Innovation and new product development (by Tuba Yilmaz)

  1. Understanding customer insights for new products
  2. Concept development and testing
  3. Product portfolio management
  4. From idea to business case

 

Module 2: Pricing Strategy (by Rutger van Oest)

  1. Strategic role of pricing
  2. Psychological pricing
  3. Value-based and competitive pricing
  4. Estimating Willingness-to-Pay (WTP)

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.