Об этом курсе: 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.
Для кого этот курс: This course is aimed at business-minded individuals interested in harnessing the power of pricing strategies to improve the profits of their own company or the company they are working for. A basic understanding of the principles of marketing and pricing would be an advantage but it is not essential.
Автор: Международная бизнес-школа IE
Преподаватели: Martin Boehm, Professor of Marketing
Dean of IE Business School
| Основные сведения | Course 2 of 5 in the Marketing Mix Implementation Specialization |
| Язык | English, Субтитры: Korean |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 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, competition and customer-based pricing. You will also be able to use the concepts of price elasticity and optimal price while setting prices for your products and services.
12 видео, 8 материалов для самостоятельного изучения, 3 practice quizzes
- Видео: Introduction to the course
- Видео: Importance of Pricing
- Reading: The Price is Wrong
- Practice Quiz: Practice Quiz on the Importance of Pricing
- Видео: Pricing Complexity
- Видео: Pricing Approaches
- Reading: Traditional Approaches to Pricing
- Видео: Cost Based Pricing
- Видео: Cost Based Pricing Printer Example
- Reading: £1100 for a hamburger?
- Видео: Competition Based Pricing
- Видео: Customer Based Pricing
- Reading: Methods to Price Your Product
- Reading: Pricing Fashion with Science
- Видео: Price Elasticity
- Reading: Price Elasticity of Demand
- Practice Quiz: Practice Quiz on Price Elasticity
- Видео: Optimal Price
- Reading: Why the Highest Price isn’t the Best Price
- Reading: Pricing New Products
- Practice Quiz: Practice Quiz for Optimal Price
- Видео: Expert Interviews: Felix Krohn of Wolters Kluwer
Оцениваемый: Module 1 Graded Assessment
НЕДЕЛЯ 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 able to use this information in order to identify the optimal price.
9 видео, 6 материалов для самостоятельного изучения, 1 practice quiz
- Reading: Link to the Pricing Simulation
- Discussion Prompt: Results of the Pricing Simulation
- Видео: Price Response Estimation
- Reading: Measuring Willingness-to-Pay
- Видео: Market Data
- Видео: Market Data Yogurt Example
- Видео: Experiments
- Reading: Price Testing
- Reading: Experiments in Pricing
- Practice Quiz: Practice Quiz on Price Experiments
- Видео: Expert Surveys
- Видео: Customer Surveys
- Reading: Best practices for every step of survey creation
- Видео: Customer Surveys Camera Example
- Reading: A Review of Methods for Measuring Willingness-to-Pay
- Discussion Prompt: Price response estimation methods
- Видео: Advanced (OPTIONAL): Conjoint Analysis
Оцениваемый: Module 2 Graded Assessment
НЕДЕЛЯ 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 the significant revenue and profit potential behind it), you will be able to figure out what type and how to implement price discrimination for your products and services.
11 видео, 4 материалов для самостоятельного изучения, 1 practice quiz
- Reading: Price Differentiation
- Видео: Forms of Price Discrimination
- Reading: Pay-per-laugh: Customers charged exactly for what they "consume"
- Видео: Expert Interviews: Alejandro Hermo of Burger King
- Видео: Product Versioning - Complements
- Видео: Product Versioning - Substitutes
- Reading: 1000% Price Markup?
- Видео: Bundling
- Видео: Mixed Bundling Telecommunications Example
- Practice Quiz: Practice Quiz on Bundling
- Видео: Purchase Quantity
- Видео: Buyer Identification
- Видео: Purchase Location
- Видео: Time of Purchase
- Discussion Prompt: Applying price discrimination
- Reading: The Price You Pay Depends on Time and Day
- Peer Review: Ungraded peer-reviewed assignment on price discrimination
Оцениваемый: Module 3 Graded Assessment
НЕДЕЛЯ 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 products. You will have in your toolkit multiple ways to maximize your sales, revenues, and profitability. We will also conduct a couple of experiments with volunteer customers to see how price affects perceptions, and how you can profit from it.
9 видео, 4 материалов для самостоятельного изучения
- Видео: Pricing experiments: Price as a quality indicator
- Discussion Prompt: Product quality pricing experiments!
- Reading: Quality Perceptions, Hitting the Spot
- Видео: Price Anchoring
- Reading: A Luxury Example of Anchoring
- Видео: Pricing experiments: The Decoy Effect
- Видео: Prospect Theory
- Видео: Price Endings
- Reading: Price Endings' Field Experiments Results
- Видео: The Pain of Paying
- Reading: Pain of Paying, out in the Field
- Видео: Brief of the course
- Видео: Ready to continue on this journey?
Оцениваемый: Module 4 Graded Assessment
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Авторы
Международная бизнес-школа IE
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.
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Рейтинги и отзывы
Good Information and great learning.
Very well-constructed, informative course.
This is an amazing course and i will recommend it to everyone. it has opened my eye on pricing as the most important driver of profitability. this course will really impact my career as a sales person and also as an entrepreneur.
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Great teacher, very interesting content, nice examples, good tasks. Some tasks were a bit complicated to solve, but the most of them were ok. I am satisfied with this course