Pricing Strategy
list 4 séquences
assignment Niveau : Introductif
label Marketing
chat_bubble_outline Langue : Anglais
card_giftcard 4.8 points
4.6 /5
Avis de la communauté
31 avis

Les infos clés

credit_card Formation gratuite
verified_user Certification payante
timer 8 heures de cours

En résumé

Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn. After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life. Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.

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Le programme

  • Week 1 - Demand Curve and Pricing
    In this module we will start with the importance of pricing, especially for the bottom line. Having this in mind, and after showing how pricing is the most important driver of profitability, when you finish this module you will be able to execute cost, competi...
  • Week 2 - Determining Willingness to Pay
    After finishing this module you will be able to take advantage of four different methods to determine the willingness to pay from customers. Whether using Market Data or Experiments (Observation based) or Expert or Customer Surveys (Survey based), you'll be ab...
  • Week 3 - Playing the Pricing Piano or Price Discrimination
    What we see in the real world is that companies don't only charge one price for all their products, but rather set different prices for different products with respect to different customer segments. After looking at the benefits of price discrimination (and t...
  • Week 4 - Pricing Psychology
    In this final module we will look at pricing psychology. You will then be able to "manipulate" customers so they perceive a higher value in the products and services that you deliver, or so that they feel less pain by paying the price of purchasing your produc...
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Les intervenants

  • Martin Boehm, Professor of Marketing
    Dean of IE Business School
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Le concepteur

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
assistant

La plateforme

Coursera est une entreprise numérique proposant des formation en ligne ouverte à tous fondée par les professeurs d'informatique Andrew Ng et Daphne Koller de l'université Stanford, située à Mountain View, Californie.

Ce qui la différencie le plus des autres plateformes MOOC, c'est qu'elle travaille qu'avec les meilleures universités et organisations mondiales et diffuse leurs contenus sur le web.

Avis de la communauté
4.6 /5 Moyenne
21
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Contenu
4.6/5
Plateforme
4.6/5
Animation
4.6/5
Le meilleur avis

Well explained videos as well as many important theories of pricing are covered. Moreover, there is a good variety of very interesting articles provided.

le 14 janvier 2018
Quelle note donnez-vous à cette ressource ?
Contenu
0/5
Plateforme
0/5
Animation
0/5
le 2 février 2018

I was also expecting contents on various pricing strategy chosen for different segment and different stages of product life-cycle. The current practices like lowest price everyday, skim pricing etc. should be included. The overall content is good, but as pricing is currently one of the most complicated subject, the expectation is very high.

le 14 janvier 2018

Well explained videos as well as many important theories of pricing are covered. Moreover, there is a good variety of very interesting articles provided.

le 2 janvier 2018

Interesting but very tough quizzes. I learnt the act of pricing in marketing. The instructor was excellent, practical and clear in his explanations and teachings

le 3 décembre 2017

You can learn the concepts of pricing and ho to apply it to several industries and markets, also it gives you a wider view of how to make pricing right.

le 21 octobre 2017

The course was fairly comprehensive and thorough with timely readings and exercises. The content/syllabus makes you go back to your purchase choices and ponder over whether you were influenced by such marketing antics eg: Decoy Pricing.

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