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Специализация

Курс 2 из 5 в программе

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Предполагаемая нагрузка: 7 hours/week...
Доступные языки

Английский

Субтитры: Английский, Корейский

Приобретаемые навыки

PricingPsychologyPrice DiscriminationPricing Strategies
Специализация

Курс 2 из 5 в программе

100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Часов на завершение

Прибл. 12 часа на выполнение

Предполагаемая нагрузка: 7 hours/week...
Доступные языки

Английский

Субтитры: Английский, Корейский

Программа курса: что вы изучите

Неделя
1
Часов на завершение
3 ч. на завершение

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....
Reading
12 видео ((всего 51 мин.)), 8 материалов для самостоятельного изучения, 4 тестов
Video12 видео
Introduction to the course2мин
Importance of Pricing4мин
Pricing Complexity3мин
Pricing Approaches2мин
Cost Based Pricing4мин
Cost Based Pricing Printer Example4мин
Competition Based Pricing3мин
Customer Based Pricing5мин
Price Elasticity6мин
Optimal Price2мин
Expert Interviews: Felix Krohn of Wolters Kluwer10мин
Reading8 материала для самостоятельного изучения
The Price is Wrong5мин
Traditional Approaches to Pricing9мин
£1100 for a hamburger?10мин
Methods to Price Your Product12мин
Pricing Fashion with Science15мин
Price Elasticity of Demand3мин
Why the Highest Price isn’t the Best Price20мин
Pricing New Products16мин
Quiz4 практического упражнения
Practice Quiz on the Importance of Pricing3мин
Practice Quiz on Price Elasticity7мин
Practice Quiz for Optimal Price4мин
Module 1 Graded Assessment35мин
Неделя
2
Часов на завершение
4 ч. на завершение

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....
Reading
9 видео ((всего 53 мин.)), 6 материалов для самостоятельного изучения, 2 тестов
Video9 видео
Price Response Estimation3мин
Market Data1мин
Market Data Yogurt Example5мин
Experiments6мин
Expert Surveys3мин
Customer Surveys7мин
Customer Surveys Camera Example5мин
Advanced (OPTIONAL): Conjoint Analysis18мин
Reading6 материала для самостоятельного изучения
Link to the Pricing Simulation45мин
Measuring Willingness-to-Pay50мин
Price Testing7мин
Experiments in Pricing10мин
Best practices for every step of survey creation5мин
A Review of Methods for Measuring Willingness-to-Pay50мин
Quiz2 практического упражнения
Practice Quiz on Price Experiments3мин
Module 2 Graded Assessment30мин
Неделя
3
Часов на завершение
4 ч. на завершение

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....
Reading
11 видео ((всего 75 мин.)), 4 материалов для самостоятельного изучения, 3 тестов
Video11 видео
Forms of Price Discrimination3мин
Expert Interviews: Alejandro Hermo of Burger King11мин
Product Versioning - Complements5мин
Product Versioning - Substitutes6мин
Bundling12мин
Mixed Bundling Telecommunications Example8мин
Purchase Quantity9мин
Buyer Identification2мин
Purchase Location2мин
Time of Purchase5мин
Reading4 материала для самостоятельного изучения
Price Differentiation30мин
Pay-per-laugh: Customers charged exactly for what they "consume"10мин
1000% Price Markup?8мин
The Price You Pay Depends on Time and Day5мин
Quiz2 практического упражнения
Practice Quiz on Bundling6мин
Module 3 Graded Assessment34мин
Неделя
4
Часов на завершение
2 ч. на завершение

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....
Reading
9 видео ((всего 36 мин.)), 4 материалов для самостоятельного изучения, 1 тест
Video9 видео
Pricing experiments: Price as a quality indicator2мин
Price Anchoring5мин
Pricing experiments: The Decoy Effect3мин
Prospect Theory5мин
Price Endings3мин
The Pain of Paying7мин
Brief of the course3мин
Ready to continue on this journey?50s
Reading4 материала для самостоятельного изучения
Quality Perceptions, Hitting the Spot4мин
A Luxury Example of Anchoring5мин
Price Endings' Field Experiments Results40мин
Pain of Paying, out in the Field5мин
Quiz1 практическое упражнение
Module 4 Graded Assessment40мин
4.6
Рецензии: 97Chevron Right

Лучшие рецензии

автор: BTMar 20th 2017

Although they are harder concepts and more practices to remember, it was a very insightful course! I truly enjoyed the additional readings to elaborate on the lectures. Thank you very much, IE!

автор: SRJun 12th 2016

Great course. All the concepts were clearly explained. They had provided plenty of case studies, articles, journals and books to read. The content delivery was great. I found it very useful.

Преподаватель

Avatar

Martin Boehm

Professor of Marketing
Dean of IE Business School

О IE Business School

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....

О специализации ''Marketing Mix Implementation'

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix....
Marketing Mix Implementation

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