Pricing is one of the most flexible and multifaceted elements within the marketing toolbox, yet we often miss pricing opportunities because we address pricing as a separate and narrow discipline. The allure of changing price relates to its status as the marketing element with the greatest impact on both profitability and market share. Yet, in undertaking pricing actions to achieve short-term outcomes firms underestimate their long-term impact on firm positioning and on their ability to optimize profitability.
Program Outcomes
- Understand commonly used approaches to pricing, their use, and potential pitfalls
- Learn how to respond strategically to competitive pricing moves
- Learn how to perform financial analyses to improve pricing decisions
- Operationalize principles of value monetization and communication
- Acquire tools to price in the context of value and price sensitivity customer segments
- Learn how to better frame prices and to leverage principles of price psychology
Course Modules*
- Module 1: Introduction (35 minutes)
- Module 2: Cost-Plus Pricing and Financial Analysis (30 minutes)
- Module 3: Competition-Based Pricing (35 minutes)
- Module 4: Value-Based Pricing (25 minutes)
- Module 5: Strategy Based Pricing (40 minutes)
- Module 6: Pricing Execution and Evaluation (40 minutes)
* Total Recorded Time: 3.5 hours
To purchase the course, please click here.
