The purpose of this course is to present a framework that can help you handle these pricing challenges, or "moments of truth," more effectively throughout your business career. The framework is structured around marketing's 5C's: Customer, Company, Competition, Context and Collaborators. For each of these C's we discuss issues unique to pricing. From a customer perspective, we study such issues as economic value, price sensitivity, price perceptions, and fairness. From a company perspective, we study such issues as costs, profitability, and capabilities. From a competitive perspective, we study such issues as price wars and price leadership. We also discuss the role of collaborators, including channels of distribution, government, and the media all while considering the context in which the firm operates. Along the way, we'll study pricing in a variety of settings, including digital domains, business-to-business markets, consumer packaged goods, medical industry, new products, etc.