{
  "id": "competency:mba-marketing--pricing",
  "code": "CDU-BUS-MKT-910",
  "level": "MBA",
  "name": "MBA Marketing & Pricing",
  "faculty": "Faculty of Commerce, Law and Management",
  "lineage": [
    {
      "institution": "Conquest Designer University",
      "year": 2026,
      "note": "authored from the brief, AACSB standards and the marketing-metrics canon; no prior institution is claimed"
    }
  ],
  "researchProject": "What a price change must earn: elasticity, break-even volume, marketing return and adoption",
  "description": "The numbers behind a pricing or marketing decision: the arc (midpoint) price elasticity and what it did to revenue, the volume a price cut must win (or a rise may lose) to leave contribution unchanged, the return on a marketing investment, and the adoption path of a new product under the Bass model.",
  "syllabus": [
    "Demand: arc elasticity, elastic and inelastic ranges, revenue effects",
    "Pricing: contribution margin and the break-even sales change for a price move (Nagle & Müller)",
    "Marketing accountability: incremental contribution and ROMI (Farris et al.)",
    "Forecasting adoption: innovation and imitation coefficients, the Bass curve and its peak"
  ],
  "reference": {
    "Arc elasticity": "[(Q2 − Q1) ÷ ((Q1 + Q2)/2)] ÷ [(P2 − P1) ÷ ((P1 + P2)/2)]",
    "Break-even sales change": "−ΔP ÷ (CM + ΔP), as fractions of the original price",
    "ROMI": "(incremental revenue × contribution margin − spend) ÷ spend",
    "Bass model": "N(t) = m·(1 − e^(−(p+q)t)) ÷ (1 + (q/p)·e^(−(p+q)t)); peak at ln(q/p) ÷ (p + q)"
  },
  "role": "You are a pricing and marketing strategist advising a commercial director. Lead with what the numbers recommend, show them, and name the customer behaviour the recommendation assumes.",
  "feeUsd": 1,
  "version": "1.0.0",
  "qualification": {
    "award": "MBA",
    "nqfLevel": 9,
    "qualificationType": "Professional Master's Degree (HEQSF qualification type 9b)",
    "totalCredits": 180,
    "minCreditsAtExitLevel": 120,
    "iscedFields": [
      "041"
    ],
    "standards": [
      "AACSB International (2020) Guiding Principles and Standards for Business Accreditation",
      "Farris, P. W., Bendle, N. T., Pfeifer, P. E. & Reibstein, D. J. (2010) Marketing Metrics (2nd ed.)",
      "Nagle, T. T. & Müller, G. The Strategy and Tactics of Pricing — price–volume trade-offs",
      "Bass, F. M. (1969) A new product growth model for consumer durables, Management Science 15(5) 215–227"
    ],
    "registration": "not registered"
  },
  "modules": [
    {
      "code": "CDU-BUS-MKT-910-901",
      "title": "Coursework — the executable units",
      "nqfLevel": 9,
      "credits": 60,
      "prerequisites": [],
      "coRequisites": [],
      "outcomes": [
        "answer every unit of the qualification against its published reference, with the working shown"
      ],
      "assessment": {
        "formative": [
          "worked examples re-run against the published reference",
          "seeded practice scenarios, deterministic per (pan, unit, attempt)"
        ],
        "summative": "every unit passed once through the seeded assessment (the seeded assessment room)",
        "passMark": 50,
        "subminimum": 40,
        "moderation": "internally assessed by the unit itself — its reference implementation is the marker; the working is published so anyone can re-run the mark (D-13.1 — no model marks anything)"
      },
      "unitIds": [
        "arc_elasticity",
        "breakeven_price_change",
        "romi",
        "bass_diffusion"
      ],
      "notionalHours": 600
    },
    {
      "code": "CDU-BUS-MKT-910-902",
      "title": "Research report",
      "nqfLevel": 9,
      "credits": 120,
      "prerequisites": [
        "CDU-BUS-MKT-910-901"
      ],
      "coRequisites": [],
      "outcomes": [
        "What a price change must earn: elasticity, break-even volume, marketing return and adoption"
      ],
      "assessment": {
        "formative": [
          "worked examples re-run against the published reference",
          "seeded practice scenarios, deterministic per (pan, unit, attempt)"
        ],
        "summative": "the research report, assessed against the qualification’s published reference block",
        "passMark": 50,
        "subminimum": 40,
        "moderation": "internally assessed by the unit itself — its reference implementation is the marker; the working is published so anyone can re-run the mark (D-13.1 — no model marks anything)"
      },
      "unitIds": [],
      "notionalHours": 1200
    }
  ],
  "units": [
    {
      "id": "arc_elasticity",
      "name": "Arc price elasticity",
      "answers": "Between these two prices, how responsive was demand, and did revenue rise or fall?",
      "example": {
        "price1": 100,
        "quantity1": 1000,
        "price2": 110,
        "quantity2": 880
      },
      "reference": "Midpoint (arc) elasticity of demand; Farris et al. (2010) Marketing Metrics, price elasticity",
      "signature": {
        "input": {
          "price1": {
            "type": "number",
            "describe": "Price before",
            "min": 0.0001
          },
          "quantity1": {
            "type": "number",
            "describe": "Quantity sold before",
            "min": 0
          },
          "price2": {
            "type": "number",
            "describe": "Price after",
            "min": 0.0001
          },
          "quantity2": {
            "type": "number",
            "describe": "Quantity sold after",
            "min": 0
          }
        },
        "output": {
          "elasticity": {
            "type": "number",
            "describe": "Arc elasticity"
          },
          "responsiveness": {
            "type": "string",
            "describe": "elastic (|e| > 1), unit elastic or inelastic"
          },
          "revenue1": {
            "type": "number",
            "describe": "P1 × Q1"
          },
          "revenue2": {
            "type": "number",
            "describe": "P2 × Q2"
          }
        }
      }
    },
    {
      "id": "breakeven_price_change",
      "name": "Break-even sales change for a price move",
      "answers": "By how much must volume rise after a price cut (or may it fall after a rise) for contribution to stay the same?",
      "example": {
        "contributionMargin": 0.35,
        "priceChange": -0.1
      },
      "reference": "Nagle & Müller, The Strategy and Tactics of Pricing: break-even sales change = −ΔP ÷ (CM + ΔP), all as fractions of the original price",
      "signature": {
        "input": {
          "contributionMargin": {
            "type": "number",
            "describe": "Contribution margin as a fraction of the current price, 0–1",
            "min": 0.0001,
            "max": 1
          },
          "priceChange": {
            "type": "number",
            "describe": "Proposed price change as a fraction (−0.1 = a 10% cut)",
            "min": -0.99,
            "max": 5
          }
        },
        "output": {
          "breakevenVolumeChange": {
            "type": "number",
            "describe": "Required change in unit volume, as a fraction"
          },
          "newContributionMargin": {
            "type": "number",
            "describe": "(CM + ΔP) ÷ (1 + ΔP), as a fraction of the new price"
          }
        }
      }
    },
    {
      "id": "romi",
      "name": "Return on marketing investment",
      "answers": "Did the campaign’s incremental contribution repay what was spent on it?",
      "example": {
        "incrementalRevenue": 2000000,
        "contributionMargin": 0.4,
        "marketingSpend": 500000
      },
      "reference": "Farris et al. (2010) Marketing Metrics: ROMI = (incremental revenue × contribution margin − marketing spending) ÷ marketing spending",
      "signature": {
        "input": {
          "incrementalRevenue": {
            "type": "number",
            "describe": "Revenue attributable to the campaign",
            "min": 0
          },
          "contributionMargin": {
            "type": "number",
            "describe": "Contribution margin, 0–1",
            "min": 0,
            "max": 1
          },
          "marketingSpend": {
            "type": "number",
            "describe": "Marketing spend",
            "min": 0.01
          }
        },
        "output": {
          "incrementalContribution": {
            "type": "number",
            "describe": "Revenue × margin"
          },
          "romi": {
            "type": "number",
            "describe": "(Contribution − spend) ÷ spend"
          },
          "paidBack": {
            "type": "boolean",
            "describe": "ROMI ≥ 0"
          }
        }
      }
    },
    {
      "id": "bass_diffusion",
      "name": "Bass diffusion forecast",
      "answers": "How many customers will have adopted by period t, how many adopt in that period, and when do new adoptions peak?",
      "example": {
        "marketPotential": 1000000,
        "innovation": 0.03,
        "imitation": 0.38,
        "period": 5
      },
      "reference": "Bass (1969) Management Science 15(5): N(t) = m(1 − e^(−(p+q)t)) / (1 + (q/p)e^(−(p+q)t)); peak t* = ln(q/p)/(p + q)",
      "signature": {
        "input": {
          "marketPotential": {
            "type": "number",
            "describe": "Eventual adopters m",
            "min": 1
          },
          "innovation": {
            "type": "number",
            "describe": "Coefficient of innovation p",
            "min": 0.0001,
            "max": 1
          },
          "imitation": {
            "type": "number",
            "describe": "Coefficient of imitation q",
            "min": 0,
            "max": 5
          },
          "period": {
            "type": "number",
            "describe": "Period t (whole periods since launch)",
            "min": 1,
            "max": 200
          }
        },
        "output": {
          "cumulativeAdopters": {
            "type": "number",
            "describe": "N(t)"
          },
          "adoptersInPeriod": {
            "type": "number",
            "describe": "N(t) − N(t − 1)"
          },
          "peakPeriod": {
            "type": "number",
            "describe": "ln(q/p) ÷ (p + q); 0 when q ≤ p"
          }
        }
      }
    }
  ]
}