How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits.
Этот курс входит в специализацию ''Специализация Pricing Strategy Optimization'
от партнера
Виргинский университет
BCG
Специализация Pricing Strategy OptimizationВиргинский университетОб этом курсе
Недавно просмотрено: 34,350
Карьерные результаты учащихся
23%
начал новую карьеру, пройдя эти курсы
33%
получил значимые преимущества в карьере благодаря этому курсу
18%
стал больше зарабатывать или получил повышение
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 1 из 4 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень
Some familiarity with business is helpful, but not required.
Прибл. 12 часов на выполнение
Английский
Субтитры: Французский, Португальский (бразильский), Русский, Английский, Испанский, Румынский
Чему вы научитесь
How to apply knowledge of basic economics to make better pricing decisions
How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits
How to calculate three types of price elasticities to determine the impact of price on demand
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
Карьерные результаты учащихся
23%
начал новую карьеру, пройдя эти курсы
33%
получил значимые преимущества в карьере благодаря этому курсу
18%
стал больше зарабатывать или получил повышение
Сертификат, ссылками на который можно делиться с другими людьми
Получите сертификат по завершении
100% онлайн
Начните сейчас и учитесь по собственному графику.
Курс 1 из 4 в программе
Гибкие сроки
Назначьте сроки сдачи в соответствии со своим графиком.
Начальный уровень
Some familiarity with business is helpful, but not required.
Прибл. 12 часов на выполнение
Английский
Субтитры: Французский, Португальский (бразильский), Русский, Английский, Испанский, Румынский
от партнера
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.
BCG
Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy.
Программа курса: что вы изучите
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!
3 ч. на завершение
13 видео ((всего 55 мин.)), 4 материалов для самостоятельного изучения, 3 тестов
13 видео
Three Pricing Lenses4мин
What to Expect This Week1мин
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 практических упражнения
Practice Quiz on Basic Economics18мин
Practice Quiz on Auctions12мин
Week 1 Pricing Fundamentals Quiz36мин
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.
2 ч. на завершение
12 видео ((всего 40 мин.)), 1 материал для самостоятельного изучения, 4 тестов
12 видео
Cost-plus Pricing5мин
Price Discrimination Based on Cost Variation4мин
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 практических упражнения
Practice Quiz on Cost-plus Pricing15мин
Quiz on the Heinz Case20мин
Practice Quiz on Product Line Pricing15мин
Week 2 Quiz on Price Discrimination30мин
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!
2 ч. на завершение
13 видео ((всего 67 мин.))
13 видео
Calculating Regressions9мин
Interpreting Regression Outputs5мин
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 практических упражнения
Practice Quiz: Regressions12мин
Practice Quiz on Price Elasticities15мин
Week 3 Quiz on Price Elasticities30мин
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!
5 ч. на завершение
16 видео ((всего 77 мин.)), 1 материал для самостоятельного изучения, 5 тестов
16 видео
Double Marginalization9мин
Channel Pricing3мин
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 практических 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
Рецензии
Лучшие отзывы о курсе COST AND ECONOMICS IN PRICING STRATEGY
от партнера RZ19 дек. 2017 г.
Pretty good content, but would have liked the option to do more practice problems, particularly problems using formulas from the course and real world applications. Overall it was a valuable course.
от партнера MP7 мая 2018 г.
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.
от партнера AG5 апр. 2018 г.
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.
от партнера MK21 июля 2019 г.
Excellent introduction to the mathematics behind cost and pricing strategies. This course gave me a lot of good information that I've already started putting into practice at work.
Специализация Pricing Strategy Optimization: общие сведения
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.
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