This course is appropriate for anyone who expects to be involved in the determination, execution and communication of a price. This includes students who plan careers in general management, marketing, sales, strategy, and customer services. The course is not restricted to any particular industry, and is appropriate for both B-2-B and B-2-C, and for both products and services applications. Price setting is one of the most important marketing mix decisions. It involves an understanding of both supply side factors (e.g., costs) and demand side factors (e.g., consumer willingness to pay). While traditional approaches to pricing theory have revolved around an economic and financial framework, a broader and more pragmatic view entails a comprehensive understanding of the demand side, both at the level of individual customer values, and the more aggregate level of price sensitivities of the market. Using product categories as diverse as hardware/software, healthcare, industrial products, and consumer packaged goods, we will study economic and behavioural approaches to pricing, value pricing, price customization, bundling, and retail pricing strategies, amongst other topics.