Pricing Strategies


Within the context of the whole marketing mix, price represents a fundamental and sometimes decisive strategic lever in competitive positioning. It is, in any case, distinguished by a flexibility that is not found in other marketing levers, such as product, distribution or communication. At the same time, though, the price is an extremely complex and difficult to manage marketing tool. This is why it is necessary to be able to fully understand its nature, its possible determination criteria, its management variables and determination factors.



The Rome Business School’s Pricing Strategies course is aimed at providing attendees with a comprehensive and up to date outline of the possible methodological approaches to price determination, highlighting its features and operational specificities. Although not focusing on the mathematical aspects of the subject, the course will however provide essential tools and techniques related to the numerical facet of this marketing lever.

The need for a pricing approach coherent with the whole marketing mix and brand positioning will be specifically highlighted, providing, to this end, the most modern operational tools.



The course is designed for marketing managers that already operate in pricing processes and to those who are new to the subject.



What is the price?
Price determination factors
  • The consumer’s perception of value
  • Company and product costs
  • Other internal and external factors that influence pricing decisions
New product pricing strategies
  • Market skimming strategy
  • Market penetration strategy
Product pricing and mix strategies
  • Product line pricing
  • Optional elements pricing
  • Auxiliary or complementary product pricing
  • Sub product pricing
  • Product bundle pricing
The pricing manoeuvre
  • Discounts and reductions
  • Pricing discrimination
  • Psychological pricing
  • Promotional pricing
  • Geographical pricing
  • Dynamic pricing
  • International level pricing
Price adjustments
  • Introducing price adjustments
  • Competitor response to price adjustments
Public impositions on the subject of price determination
  • Limitations imposed to collusive pricing policies
  • Limitations imposed to pricing discrimination


Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets.

Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities.

Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.


Modes of attendance

This course can be attended in three ways:

  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace



Whichever way you choose to take the course, you will receive:


At the end of the course, you will be presented with a named participation certificate.


Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency.


All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises.


If you wish, participation in this course will entitle you to:

Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network;

The review and editing of your CV;

Support in managing your job interviews.


Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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