The Right Price for Learning

Right at the moment, if there is one thing I would like our students to learn in the first year of our new courses, it’s that dropping the price is not the automatic route to higher sales, let alone to higher profit. They just automatically think that lower prices are better prices.

I more or less cracked teaching pricing to Exec MBA’s but I haven’t cracked it for first year undergraduates. Theory certainly isn’t the best route in. I have a marketing lecture for first years coming up next month and have to think more imaginatively about it but this reflection is prompted by having shared some marking of first year assignments this morning with colleagues at Preston University in Ajman, Dubai. Good quantities of reasonable quality theory but low prices ruled here too.

I know it’s rather dull to come home from visiting a country for the first time and be struck more by the similarities than the differences but there we are.

About the Author: Elizabeth Parkin
Elizabeth had a 25 year career in management before joining the University seven years ago as Manager for “Pod” Programmes. She also held the post of MBA Academic Director before moving on to becoming Head of Department for Management and Business Systems.