Об этом курсе
4.8
Оценки: 112
Рецензии: 18
Специализация

Курс 2 из 4 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.
Начальный уровень

Начальный уровень

Some familiarity with business is helpful, but not required.

Часов на завершение

Прибл. 19 часа на выполнение

Предполагаемая нагрузка: 4 week so study, 2-4 hours/week...
Доступные языки

Английский

Субтитры: Английский

Чему вы научитесь

  • Check

    Customer value applications in pricing products

  • Check

    How to leverage core value-based pricing techniques to inform pricing decisions

  • Check

    How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)

  • Check

    Consumer psychology applications in setting prices beneficial to both consumers and sellers

Приобретаемые навыки

Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology
Специализация

Курс 2 из 4 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.
Начальный уровень

Начальный уровень

Some familiarity with business is helpful, but not required.

Часов на завершение

Прибл. 19 часа на выполнение

Предполагаемая нагрузка: 4 week so study, 2-4 hours/week...
Доступные языки

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
Часов на завершение
3 ч. на завершение

Understanding Customer Value

Welcome to Week 1! We kick off the week with an overview of the course so that you'll know what to expect with an optional review of the specialization and three pricing lenses (watch these if you want a refresher). Then we'll dive into the content! This week, you'll learn about customer value--what it is and its relevance to pricing. You'll see how consumers make decisions--and why knowing consumers' willingness to pay is so important when setting a product's price. Next, we'll take a look at customer value in developing economies and how and why companies succeed (or not!) with value-based pricing in these markets. You'll finish the week with a solid understanding of "customer value" and how that impacts pricing strategy....
Reading
13 видео ((всего 71 мин.)), 3 материалов для самостоятельного изучения, 3 тестов
Video13 видео
Three Lenses4мин
Week 1 & Course Introduction2мин
Consumer Decision Process: Involvement and Visibility3мин
Mapping Purchase Processes10мин
Customer Value and Value Drivers5мин
Differentiating Customer Value by Customer Segment4мин
Willingness to Pay and Demand Curves8мин
Serving Consumers in Developing Economies8мин
Story of Nano8мин
Story of Ala9мин
Pricing Strategies for Developing Economies1мин
Week 1 Takeaways59s
Reading3 материала для самостоятельного изучения
Course Overview & Requirements10мин
Survey10мин
Using Discussion Forums to Deepen Your Learning10мин
Quiz3 практического упражнения
Practice Quiz on Customer Value Basics21мин
Practice Quiz on Customer Value in Developing Economies12мин
Week 1 Understanding Customer Value Quiz30мин
Неделя
2
Часов на завершение
2 ч. на завершение

Implementing Value-based Pricing

Now that you have an understanding of customer value, let's dive into value-based pricing in greater depth. This week, we'll show you how to price to the demand curve using three tools: the price piano, the price ladder, and incentive curves. We'll take a look at customer value drivers in a B2B context and walk through a process to price a new product. Then Ron and Thomas will show you how price elasticity plays into value-based pricing. Implementing value-based pricing requires detailed analysis. Let's get started!...
Reading
11 видео ((всего 62 мин.)), 4 тестов
Video11 видео
Price to Demand Curve6мин
Application of Price to Demand Curve: Price Piano6мин
Application of Price to Demand Curve: Price Ladder6мин
Application of Price to Demand Curve: Incentive Curves4мин
Customer Value Drivers in a B2B Context3мин
Value-based Price Setting for a New Product: Steps 1&26мин
Value-based Price Setting for a New Product: Steps 3-510мин
Price Elasticity: Intersection of Economics and Customer Value 17мин
Price Elasticity: Intersection of Economics and Customer Value 26мин
Week 2 Takeaways41s
Quiz4 практического упражнения
Practice Quiz on Pricing to the Demand Curve18мин
Practice Quiz on Pricing New Products9мин
Practice Quiz on Pricing Based on Economics and Customer Value2мин
Week 2 Implementing Value-based Pricing Quiz36мин
Неделя
3
Часов на завершение
4 ч. на завершение

Measuring Customer Preferences

As you learned in Week 1, understanding customer willingness to pay (WTP) is critical for effective pricing. This week, we'll show you two ways to measure willingness to pay: surveys and conjoint analysis. You'll see how one company, Adios Junk Mail, used surveys to better understand WTP. Conjoint is a terrific tool, and we'll walk you through how it's used to determine product preferences and prices. You'll finish the week with a solid understanding of how to measure customer preferences and use this information in your pricing strategy....
Reading
15 видео ((всего 67 мин.)), 1 материал для самостоятельного изучения, 4 тестов
Video15 видео
Obtaining Willingness to Pay from Surveys6мин
Interpreting Combined Survey Data6мин
Case Intro: Adios Junk Mail58s
Case Debrief: Adios Junk Mail1мин
Conjoint Analysis Applications4мин
Why Conjoint?4мин
Conjoint Analysis: Steps 1-38мин
Conjoint Analysis: Step 4 and Product Preferences7мин
Attribute Trade-offs2мин
Attribute Importances4мин
Conjoint Analysis: Willingness to Pay5мин
Conjoint Analysis: Other Ways to Interpret Data3мин
Conjoint Analysis: Propensity Modeling7мин
Week 3 Takeaways1мин
Reading1 материал для самостоятельного изучения
Case: Adios Junk Mail30мин
Quiz4 практического упражнения
Adios Junk Mail: Case Quiz15мин
Practice Quiz on Obtaining WTP from Surveys12мин
Practice Quiz on Conjoint Analysis18мин
Week 3 Measuring Customer Preferences Quiz36мин
Неделя
4
Часов на завершение
5 ч. на завершение

Considering the Human Nature of Customers

Last week you considered pricing using a rational utility model. But humans are not always rational beings--and your pricing strategy needs to consider other behavioral drivers. We'll look at the psychology behind consumer purchase decisions and the mental accounting that impacts those decisions. Next we'll consider consumer price perceptions and ways to frame prices and create better deals and discount plans that work for both the consumer and the seller. Then, we'll take a look at two real-world cases, the Portland Trailblazers and Fidelity Investments so that you can practice using tools from throughout the course in a real-world case. You'll finish the course with fresh insights into value-based pricing and its applications....
Reading
15 видео ((всего 78 мин.)), 1 материал для самостоятельного изучения, 5 тестов
Video15 видео
Mental Accounting and Price Perceptions6мин
Money Is Not Money4мин
What We Can Learn from Ginsu Knives6мин
Integrating Losses7мин
Minimizing Losses and Give a Win with a Loss6мин
Considering Consumer Price Perceptions: The Framing Effect4мин
Gain and Loss Frames in Pricing2мин
The Pain of Paying3мин
Separate the Pain of Paying from Consumption6мин
Anchoring and Price Primacy5мин
Visual Tricks, Free as a Special Price, and Hedonic Bundling9мин
Price Decoy6мин
Applying the Customer Value Lens: Subscription Pricing4мин
Week 4 Takeaways & Course Wrap-up1мин
Reading1 материал для самостоятельного изучения
Case Debrief Videos10мин
Quiz4 практического упражнения
Practice Quiz on Mental Accounting8мин
Practice Quiz on Consumer Price Perceptions9мин
Practice Quiz on Mental Shortcuts that Affect Pricing10мин
Week 4 Consumer Psychology Quiz30мин
4.8
Рецензии: 18Chevron Right

Лучшие рецензии

автор: VYFeb 19th 2018

The instructors use the real world scenarios in the simplest possible way to be understood , and tell you the to the point concepts involved in these business scenarios

автор: RSJun 5th 2017

Wonderful course! If I had some idea how to price regarding economic concepts - then this course gives me completely new very practical methodologies!

Преподавателя

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
Avatar

Ronald T. Wilcox

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

О 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....

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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