Florian von Wangenheim: Katalogdaten im Frühjahrssemester 2021 |
Name | Herr Prof. Dr. Florian von Wangenheim |
Lehrgebiet | Technologiemarketing |
Adresse | Professur f. Technologiemarketing ETH Zürich, WEV J 409 Weinbergstr. 56/58 8092 Zürich SWITZERLAND |
Telefon | +41 44 632 69 24 |
fwangenheim@ethz.ch | |
Departement | Management, Technologie und Ökonomie |
Beziehung | Ordentlicher Professor |
Nummer | Titel | ECTS | Umfang | Dozierende | |
---|---|---|---|---|---|
363-1128-00L | Pricing - Theory and Practice Number of participants limited to 25. | 3 KP | 1G | F. Uhrich, F. von Wangenheim | |
Kurzbeschreibung | Pricing is much more than just a price: lt is about how to convert interest into transaction. Pricing combines like almost no other business discipline quantitative and analytical rigor with qualitative and psychological aspects. This course explains the underlying economical and psychological concepts that influence price setting and price perception. | ||||
Lernziel | Understand underlying theories and concepts of price setting and price perception. Learn how to master pricing from strategy to execution. See how diverse pricing can be across industries. | ||||
Inhalt | - Introduction to pricing the relevance of pricing & the profit formula - Pricing theory—3 lenses on pricing & a holistic view on pricing: cost-based pricing, customer/value-based pricing, competitive pricing & the holistic view on all pricing layers (pricing strategy, pricing execution, pricing enablers) - Price elasticity—theory & reality: price elasticity curves, break-even elasticity, typical elasticity values - Behavioral pricing—cognitive biases: value perception (loss aversion, transactional utility, precise pricing, power of free), reference frames (anchoring, asymmetric dominance, extremeness aversion, unit framing), certainty effects (IKEA effect, social proof, endowment effect), and flat-rate bias - Pricing practice—key concepts by industry: B2B (pricing power, price realization, surcharges, long-tail pricing, one-shot pricing, contract pricing), B2B2C (multi-channel pricing, price waterfall, trade spend, cross-border pricing), B2C (Promo effectiveness, psychological prices, good-better-best pricing, end-of-lifecycle pricing, non-profit/social pricing), eCommerce, digital/software/subscriptions (internet of things, land & expand, freemium, bundling/unbundling, lifecycle) - Pricing diagnostics & price monitoring: price clouds, price-mix-reporting, basket analysis The course is a mixture of front lecture and student homework and presentation. | ||||
364-1052-00L | PhD Seminar in Quantitative Marketing Research | 3 KP | 1S | F. von Wangenheim, R. Algesheimer | |
Kurzbeschreibung | The seminar is open to PhD students in Quantitative Marketing. Students are invited to present "work in progress". Work to be presented should be in a state that allows for submission to an international peer-reviewed journal in the not too distant future. This seminar is a collaboration between ETH and UZH and marketing groups from both sides will participate. | ||||
Lernziel | The learning goal of the course is to reflect on and improve participants' research skills through presentation and discussion of research in progress projects. To be prepared for the seminar, students need to read up on central topics in the related literature. These references are listed in the forthcoming syllabus. Students are invited to present "work in progress". | ||||
Inhalt | The seminar is open to PhD students in Quantitative Marketing. To be prepared for the seminar, students need to read up on central topics in the related literature. These references are handed out in the beginning of the seminar. Students are invited to present "work in progress". Work to be presented should be in a state that allows for submission to an international peer-reviewed journal in the not too distant future. This seminar is a collaboration between ETH and UZH and marketing groups from both sides will participate. To be prepared for the seminar, students need to read up on central topics in the related literature. These references are listed in the forthcoming syllabus. Students are invited to present "work in progress". | ||||
364-1064-00L | Inaugural Seminar - Doctoral Retreat Pre-registration upon invitation required. Once your pre-registration has been confirmed, a registration in myStudies is possible. | 1 KP | 1S | F. von Wangenheim, S. Brusoni, R. Finger, U. Renold | |
Kurzbeschreibung | This course is geared towards first and second-year doctoral candidates of MTEC. It is held as in a workshop style. Students attending this seminar will benefit from interdisciplinary discussions and insights into current and future work in business and economics research. | ||||
Lernziel | The purpose of this course is to - introduce doctoral candidates to the world of economics, management and systems research at MTEC - make doctoral candidates aware of silo-thinking in the specific sub-disciplines and encourage them to go beyond those silos - discuss current issues with regard to substantive, methodological and theoretical domains of research in the respective fields |