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Some familiarity with business is helpful, but not required.

Английский

Субтитры: Английский, Румынский

Чему вы научитесь

  • Check

    How to apply knowledge of basic economics to make better pricing decisions

  • Check

    How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits

  • Check

    How to calculate three types of price elasticities to determine the impact of price on demand

  • Check

    How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.

Приобретаемые навыки

Cost-Based PricingChannel and Direct-to-Consumer PricingPricing StrategiesPrice DiscriminationPrice Elasticity Of Demand

Курс 1 из 1 в программе

100% онлайн

Начните сейчас и учитесь по собственному графику.

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.

Начальный уровень

Some familiarity with business is helpful, but not required.

Английский

Субтитры: Английский, Румынский

Программа курса: что вы изучите

Неделя
1
3 ч. на завершение

Pricing Fundamentals

Welcome to the first week of Cost and Economics in Pricing Strategy course! We'll begin our study of pricing by looking at some basic economic principles relevant to pricing, such as cost and cost variations and what that implies about the supply curve. Then we'll take a closer look at one pricing mechanism: auctions. You will never look at eBay the same!

...
13 видео ((всего 55 мин.)), 4 материалов для самостоятельного изучения, 3 тестов
13 видео
Basic Metrics of Pricing: Margins and Markups5мин
The Relationship Between Price and Quantity: Demand Schedules5мин
The Relationship between Price and Quantity: Functional Form5мин
Cost, Cost Variations and Supply Curves4мин
Auctions as a Pricing Mechanism3мин
English Auctions3мин
Dutch Auctions3мин
Sealed Bid Auctions6мин
B2B Auctions7мин
Module 1 Takeaways59
4 материала для самостоятельного изучения
Course Overview & Requirements10мин
Survey10мин
Using Discussion Forums to Deepen Your Learning10мин
Top Ten Learner Tips10мин
3 практического упражнения
Practice Quiz on Basic Economics18мин
Practice Quiz on Auctions12мин
Week 1 Pricing Fundamentals Quiz36мин
Неделя
2
2 ч. на завершение

Price Discrimination

This week we'll tackle three areas that will help you improve the effectiveness of your pricing strategy. First, we'll take a look at price discrimination and how to set prices for different customer segments to maximize profits. You'll learn about the price and margin waterfall and how creating one for your business can help identify "leaks" that you can prevent. Then we'll examine volume-based pricing, or pricing differently for different volumes to encourage consumption, of a consumer product: Heinz Ketchup. When we're done, you'll be very aware of the impact package size has on your own consumption--and how to use this knowledge to price products.

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12 видео ((всего 40 мин.)), 1 материал для самостоятельного изучения, 4 тестов
12 видео
Price and Margin Waterfall4мин
Product Line Pricing Principles4мин
Product Line Pricing: Paper Towels6мин
Product Line Pricing: Ketchup5мин
Product Line Pricing: Principle 31мин
Other Incentives That Lower Costs3мин
Field Trip to Kroger's Ketchup Aisle: The Heinz Case1мин
Heinz Case Debrief1мин
Module 2 Takeaways54
1 материал для самостоятельного изучения
Case Study: Heinz Ketchup: Pricing the Product Line15мин
4 практического упражнения
Practice Quiz on Cost-plus Pricing15мин
Quiz on the Heinz Case20мин
Practice Quiz on Product Line Pricing15мин
Week 2 Quiz on Price Discrimination30мин
Неделя
3
2 ч. на завершение

Common Pricing Metrics: Elasticities

This week we'll dive deep into the world of demand modeling. We'll start with a brief overview of regressions--what they are, why they're useful and how to calculate them using Excel. Then you'll get a chance to use regressions as you learn about three types of elasticities--relationships between demand and price or other factors--and the drivers of these elasticities. We'll finish with a price optimization based on demand models--a truly useful method for pricing based on economic factors. By the end of this week, you'll be able to impress your colleagues and friends with your knowledge of mathematical models and how to use them to inform your pricing strategy!

...
13 видео ((всего 67 мин.)), 3 тестов
13 видео
Price Elasticities8мин
Cross-Price Elasticity6мин
Income Elasticity4мин
Drivers of Price Elasticity3мин
Drivers of Price Elasticity: Market Share4мин
Drivers of Price Elasticity: Competitors' Prices4мин
Calculus: Taking a Derivative3мин
Price Optimization Considering Demand8мин
Price Optimization Example4мин
Module 3 Takeaways1мин
3 практического упражнения
Practice Quiz: Regressions12мин
Practice Quiz on Price Elasticities15мин
Week 3 Quiz on Price Elasticities30мин
Неделя
4
5 ч. на завершение

Channel and Direct-to-Consumer Pricing

Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy!

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16 видео ((всего 77 мин.)), 1 материал для самостоятельного изучения, 5 тестов
16 видео
Using Time Value of Money to Evaluate a Project3мин
Using Time Value of Money to Compare Different Projects4мин
Customer Lifetime Value (CLV)8мин
Measuring CLV3мин
Measuring CLV Examples7мин
Purchase Occasion Probabilities9мин
Case Application: Retail Relay Intro1мин
Case Application: Retail Relay Debrief1мин
Marginal Cost Pricing Defined2мин
Marginal Cost Pricing Airline Industry Example5мин
Peak Load Pricing3мин
Index-Based Pricing5мин
Module 4 Takeaways1мин
1 материал для самостоятельного изучения
Case Study: Retail Relay10мин
4 практического упражнения
Retail Relay Case Quiz20мин
Practice Quiz on Double Marginalization, Time Value of Money, and CLV15мин
Practice Quiz on Pricing Methods15мин
Week 4 Quiz on Channel and Direct-to-Consumer Pricing30мин
4.8
Рецензии: 59Chevron Right

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42%

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24%

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Лучшие отзывы о курсе Cost and Economics in Pricing Strategy

автор: MPMay 8th 2018

Concepts in this course are challenging but the class is setup for students to succeed. I really enjoyed this course and would recommend it to anyone looking to learn more about pricing strategy.

автор: AGApr 6th 2018

Even if you are familiar with the basics of microeconomics, and cost structures, this course combines it all together to provide a new perspective of using these models and concepts in pricing.

Преподаватели

Avatar

Jean Manuel Izaret

Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Avatar

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice
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Ronald T. Wilcox

NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing

О Виргинский университет

A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders....

О BCG

Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all regions to identify their highest-value opportunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with offices in more than 90 cities in 50 countries. For more information, please visit bcg.com....

О специализации ''Pricing Strategy Optimization'

In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from 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....
Pricing Strategy Optimization

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