Application of the Field Visit Method in the Pricing Strategy Course

Abstract

Pricing strategy is a core course in marketing, characterized by a blend of theoretical abstraction and practical application. Traditional classroom lectures often risk becoming merely "theoretical exercises on paper," making it difficult for students to effectively link pricing methods—such as cost-oriented, demand-oriented, and competition-oriented approaches—with real-world market scenarios. The field visit method—a practical teaching approach emphasizing hands-on experience, on-site observation, and in-depth investigation—can effectively address this shortcoming. This paper explores the application of the field visit method in the pricing strategy course, analyzing the entire process from the design of teaching objectives, selection of visit targets, and organization of the process to knowledge internalization and effectiveness evaluation, illustrated by case studies from representative industries. Well-designed field visits can enhance students' understanding of the complexities involved in pricing decisions, improve their ability to apply theoretical knowledge to new contexts, and cultivate market sensitivity and critical thinking skills.