The course will draw on a mixture of analytic marketing techniques, marketing strategy, and economic theory to describe approaches that are useful for designing optimal price structures. Some examples of questions we will address in the course: How does a firm determine the price for a new product? How does a company determine a price structure that caters to different customer segments? How does pricing strategy interact with product policy and customer selection? The course concludes with pricing strategies, tactics and their applications: dynamic pricing over the product life cycle; product line pricing; pricing through the marketing channel; price discrimination; two-part tariffs and nonlinear pricing; price bundling; perceived value pricing; and competitive pricing. The institutional and legal environment and their impact on the firm's pricing decision are also emphasized.