Module: Dynamic Pricing

Agenda topic: Dynamic Pricing

  • What is price management?​
  • What is dynamic pricing?​
  • What are the advantages of Dynamic Pricing?​
  • What is the dangers of dynamic pricing?​


Mentioned theory:




Price management includes all the activities around the P of price including determining the overall price strategy of the company, determining the price structure of the assortment to managing day to day price changes of individual products.​

Dynamic pricing, also called real-time pricing, is an approach to setting the cost for a product or service that is highly flexible. The goal of dynamic pricing is to allow a company that sells goods or services over the Internet to adjust prices on the fly in response to market demands.

Changes are controlled by pricing bots, which are software agents that gather data and use algorithms to adjust pricing according to business rules. Typically, the business rules take into account such things as the customer's location, the time of day, the day of the week, the level of demand and competitors' pricing.  With the advent of big data and big data analytics, however, business rules for price adjustments can be made more granular. By collecting and analyzing data about a particular customer, a vendor can more accurately predict what price the customer is willing to pay and adjust prices accordingly.

Target group: Manager

Module level: Manager

Version | 10 - 08 - 2018

Part of course: Digital Marketing (DIM)