Innovation and Pricing Strategies

Introduksjon

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.

Kursets innhold

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)