Price Management (Bachelor)
The course is about tactical and strategic decisions in price management. It discusses microeconomic and behavioral theories as well as market research methods as a basis for pricing decisions.
The course consists of three main parts. In the first part, methods for tactical price management are introduced, in particular price elasticities, price response functions, and data sources that can be used to measure price response. In the second part, we discuss issues in strategic price management like price discrimination, online pricing, and pricing on two-sided markets. The third section is about behavioral effects than managers should consider in their pricing decision. We discuss issues such as price thresholds and partitioned pricing.
The course consists of a weekly lecture and an accompanying exercise, and includes guest speakers from various companies. For each chapter of the lecture, there is some recommended reading (taken from different books and journals).
Media Economics (Bachelor)
The course „Media Economics“ addresses business models and innovation management for key media markets. Specifically, the content of the course includes (1) entertainment industry economics, (2) market regulations and their impact on media businesses, and (3) business models: (a) two sided markets, (b) streaming services and flat rates, (c) piracy, and (d) human brands. Besides these economic foundations, the course focuses on the following industries: (1)
publishing industry, (2) broadcasting industry, (3) sports industry, (4) performing arts industry, and (5) the art industry. The industry analyses focus on market data and the economics of innovations.