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ERIC Number: EJ1108549
Record Type: Journal
Publication Date: 2016-Aug
Pages: 10
Abstractor: As Provided
ISSN: ISSN-0273-4753
Operation Valuation: Teaching Pricing Concepts in an Experiential Environment
Mills, Adam J.; Treen, Emily
Journal of Marketing Education, v38 n2 p73-82 Aug 2016
Although marketing education has seen a dramatic shift toward hands-on, experiential learning in recent years, the teaching of pricing has fallen behind complementary elements of the marketing mix in pedagogical execution. Although the teaching of pricing has shifted focus from economic-based models to value-based pricing in theory, available pedagogical tools for teaching value-based pricing are scarce. This article proposes and outlines an experiential class assignment that engages students in a real-world, applied, market exchange environment. While avoiding the inherent risks of using actual money for transactions, this assignment enables students to explore the consumer motivations and perceptions of value central to value-based pricing.
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A