定价策略优化

Pricing Strategy Optimization

Set prices the way the experts do。Master pricing strategies used by global consulting and academic leaders.

弗吉尼亚大学

专项课程

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  • 分类: 商业管理
  • 平台: Coursera
  • 语言: 英语

本专项课程介绍

In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from The Boston Consulting Group’s global pricing experts and University of Virginia Darden School of Business faculty, who share the frameworks, tips and tools we use in our business and research environments. We will look at pricing through BCG’s proprietary and time-tested three “lenses”—cost and economics, customer value, and competition—to build your understanding of the strategic power of pricing. You’ll leave the Specialization with a portfolio-building presentation that demonstrates your ability to price strategically.

项目概览

Utilizing the concepts, tools and techniques taught in each course—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization in a variety of real-world scenarios.

第 1 门课程

Cost and Economics in Pricing Strategy

当前班次:Feb 12
课程学习时间 4 weeks of study; 3-4 hours/week

课程概述
How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Led by Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits.

By the end of this course, you’ll be able to:
–Apply knowledge of basic economics to make better pricing decisions
–Recognize opportunities for price discrimination—selling the same product at different prices to different buyers—and recommend strategies to maximize sales and profits
–Calculate three types of price elasticities to determine the impact of price on demand
–Analyze and apply different pricing models
-Cost-plus pricing
-Marginal cost-plus pricing
-Peak-load pricing
-Index-based pricing
–Evaluate the impact of channel intermediaries and customer lifetime value on pricing

第 2 门课程

Customer Value in Pricing Strategy

计划开课班次:Feb 19
课程学习时间 4 week so study, 2-3 hours/week

课程概述
The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales–if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we’ll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of value-based pricing and how to use it to capture more revenue.

By the end of this course, you’ll be able to…
— Apply knowledge of customer value to price products
— Leverage core value-based pricing techniques to inform pricing decisions
— Measure customer willingness to pay using models (surveys, conjoint analysis, other data)
— Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers

第 3 门课程

Market and Competition in Pricing Strategy

计划开课班次:Feb 19
课程学习时间 4 weeks of study, 3-5 hours per week

课程概述
If you haven’t considered what the competition is charging, you may not be maximizing your revenue. Spend time analyzing the market and you can influence price and improve margins. In this course, we’ll show you how to implement competitive pricing and avoid common legal pitfalls of market-based pricing. You will also learn how to predict, influence and respond to competitors’ pricing moves. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of market-based pricing and how to use it to capture more revenue.

第 4 门课程

Pricing Strategy in Practice

当前班次:Feb 12
课程学习时间 4 weeks of study, 4-6 hours/week

课程概述
In this project-centered course, Darden’s Ron Wilcox and BCG’s Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You’ll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You’ll finish the course with a portfolio-building project that demonstrates your pricing prowess.

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