Об этом курсе: 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. Led by 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. By the end of this course, you’ll be able to: --Apply knowledge of basic economics to make better pricing decisions --Recognize opportunities for price discrimination—selling the same product at different prices to different buyers—and recommend strategies to maximize sales and profits --Calculate three types of price elasticities to determine the impact of price on demand --Analyze and apply different pricing models -Cost-plus pricing -Marginal cost-plus pricing -Peak-load pricing -Index-based pricing --Evaluate the impact of channel intermediaries and customer lifetime value on pricing
Для кого этот курс: This course is designed for business professionals and those aspiring to a career in marketing.
Автор: University of Virginia, BCG
Преподаватели: Jean Manuel Izaret, Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Преподаватели: Thomas Kohler, Associate Director, Pricing
Marketing, Sales & Pricing PracticeПреподаватели: Ronald T. Wilcox, NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing
| Основные сведения | Курс 1 из 4 — Pricing Strategy Optimization Specialization |
| Уровень | Начинающий |
| Выполнение | 4 weeks of study; 2-4 hours/week; the last week there is a longer project to complete |
| Язык | Английский, Субтитры: Румынский |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
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, 4 материала для самостоятельного изучения, 2 тренировочных теста
- Видео: Three Pricing Lenses
- Reading: Course Overview & Requirements
- Reading: Survey
- Reading: Using Discussion Forums to Deepen Your Learning
- Discussion Prompt: Meet and Greet
- Reading: Top Ten Learner Tips
- Видео: What to Expect This Week
- Видео: Basic Metrics of Pricing: Margins and Markups
- Видео: The Relationship Between Price and Quantity: Demand Schedules
- Видео: The Relationship between Price and Quantity: Functional Form
- Видео: Cost, Cost Variations and Supply Curves
- Practice Quiz: Practice Quiz on Basic Economics
- Видео: Auctions as a Pricing Mechanism
- Видео: English Auctions
- Видео: Dutch Auctions
- Видео: Sealed Bid Auctions
- Видео: B2B Auctions
- Practice Quiz: Practice Quiz on Auctions
- Видео: Module 1 Takeaways
Оцениваемый: Week 1 Pricing Fundamentals Quiz
НЕДЕЛЯ 2
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.
12 видео, 1 материал для самостоятельного изучения, 2 тренировочных теста
- Видео: Cost-plus Pricing
- Видео: Price Discrimination Based on Cost Variation
- Видео: Price and Margin Waterfall
- Practice Quiz: Practice Quiz on Cost-plus Pricing
- Видео: Product Line Pricing Principles
- Видео: Product Line Pricing: Paper Towels
- Видео: Product Line Pricing: Ketchup
- Видео: Product Line Pricing: Principle 3
- Видео: Other Incentives That Lower Costs
- Видео: Field Trip to Kroger's Ketchup Aisle: The Heinz Case
- Reading: Case Study: Heinz Ketchup: Pricing the Product Line
- Видео: Heinz Case Debrief
- Practice Quiz: Practice Quiz on Product Line Pricing
- Видео: Module 2 Takeaways
Оцениваемый: Quiz on the Heinz Case
Оцениваемый: Week 2 Quiz on Price Discrimination
НЕДЕЛЯ 3
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, 2 тренировочных теста
- Видео: Calculating Regressions
- Видео: Interpreting Regression Outputs
- Practice Quiz: Practice Quiz: Regressions
- Видео: Price Elasticities
- Видео: Cross-Price Elasticity
- Видео: Income Elasticity
- Видео: Drivers of Price Elasticity
- Видео: Drivers of Price Elasticity: Market Share
- Видео: Drivers of Price Elasticity: Competitors' Prices
- Видео: Calculus: Taking a Derivative
- Видео: Price Optimization Considering Demand
- Видео: Price Optimization Example
- Practice Quiz: Practice Quiz on Price Elasticities
- Видео: Module 3 Takeaways
Оцениваемый: Week 3 Quiz on Price Elasticities
НЕДЕЛЯ 4
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!
16 видео, 1 материал для самостоятельного изучения, 2 тренировочных теста
- Видео: Double Marginalization
- Видео: Channel Pricing
- Видео: Using Time Value of Money to Evaluate a Project
- Видео: Using Time Value of Money to Compare Different Projects
- Видео: Customer Lifetime Value (CLV)
- Видео: Measuring CLV
- Видео: Measuring CLV Examples
- Видео: Purchase Occasion Probabilities
- Видео: Case Application: Retail Relay Intro
- Reading: Case Study: Retail Relay
- Discussion Prompt: CLV for New Retail Relay Customer?
- Видео: Case Application: Retail Relay Debrief
- Practice Quiz: Practice Quiz on Double Marginalization, Time Value of Money, and CLV
- Видео: Marginal Cost Pricing Defined
- Видео: Marginal Cost Pricing Airline Industry Example
- Видео: Peak Load Pricing
- Видео: Index-Based Pricing
- Practice Quiz: Practice Quiz on Pricing Methods
- Видео: Module 4 Takeaways
Оцениваемый: Retail Relay Case Quiz
Оцениваемый: Week 4 Quiz on Channel and Direct-to-Consumer Pricing
Оцениваемый: Cost-based Pricing
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Авторы
University of Virginia
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
The 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.
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Рейтинги и отзывы
Great course. Has good coverage of important concepts and is delivered very well. Really useful course for those with interest in strategic pricing.
Excellent!!!!
Great overview of main concepts, simple and immediately applicable explanation of elasticity and regression!
Coursera делает лучшее в мире образование доступным каждому, предлагая онлайн-курсы от ведущих университетов и организаций.
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