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Price setting is one of the most important marketing mix decisions, which involves understanding both supply side factors (e.g., costs), and demand side factors (e.g. consumer willingness to pay). In this course, we will approach the pricing decision with a more pragmatic view encompassing a comprehensive understanding of the demand side; both at the level of individual customer values, and the more aggregate level of price sensitivities of the market. Using diverse categories, such as healthcare, industrial products and consumer packaged goods, this course will equip students with economic and behavioral approaches to pricing, value pricing, price customization, price bundling and retail pricing strategies. [24L]