This thesis aims to investigate the importance of determining product prices for the company's overall business. The thesis presents the theoretical framework of selected methods of product pricing. Also, the thesis presents cases of application of selected product pricing methods and analyzes their impact on the profitability of individual products. The professional contribution of this thesis is the systematization of the relevant literature in product pricing and product profitability assessment, as well as the comparison of selected methods of product pricing based on case studies. The methodology used in the work includes the methods of induction and deduction, methods of analysis and synthesis, the method of classification, the method of comparison, and the case study. The sources of data in the preparation of this thesis were professional and scientific articles, books and university textbooks in the field of management accounting, marketing and microeconomics. The following product pricing methods were selected: economic profit maximization, cost-plus method, target cost method, and product lifetime method. These product pricing methods are shown in the example of a company that manufactures various cell phone models and provides service for its cell phone models, serving as a practical case study for the research. The thesis concludes with a comparison of the above-mentioned methods of determining product prices, i.e. economic profit maximization, cost-plus method, target cost method, and product lifetime method. The results obtained in the thesis point to the possibility of using and significant potential of all described methods. Choosing the optimal method depends on specific circumstances and set goals.