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Publications in VIVO

He, Chuan Associate Professor


Research Areas research areas



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


selected publications


courses taught

  • MBAX 6802 - Pricing Strategy and Tactics
    Primary Instructor - Fall 2018 / Spring 2020
    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 / Spring 2020 / Fall 2020 / Fall 2021
    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.


International Activities

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

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