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Publications in VIVO
 

He, Chuan Associate Professor

Positions

Research Areas research areas

Research

keywords

  • Advertising, Pricing, Channels, Internet Marketing, Behavioral Economics.

Publications

selected publications

Teaching

courses taught

  • MBAX 6802 - Pricing Strategy and Tactics
    Primary Instructor - Fall 2018
    Pricing provides the means to capture value. The course covers theories, analytical tools and conceptual frameworks needed for devising price strategy as part of the value proposition for products and services. It draws upon principles from economics, marketing and psychology. Primary and secondary data based analysis is used to understand price response and competitive pricing. Substantive topics include customized pricing, price negotiations, bidding and auctions, price discounting, trade promotion, bundling, behavioral pricing, among others.
  • MKTG 4300 - Pricing and Channels of Distribution
    Primary Instructor - Fall 2018
    Offered regularly to examine pricing and channel management, the two key components of companys' marketing strategies. Help students to understand the common types of pricing and channel strategies, the rationales behind these strategies. Train students to think analytically in order to apply these strategies. Required for marketing majors.

Background

International Activities

global connections related to teaching and scholarly work (in recent years)

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