Об этом курсе
Недавно просмотрено: 5,038

Курс 3 из 4 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.

Прибл. 18 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 2-4 hours per week...

Английский

Субтитры: Английский

Чему вы научитесь

  • Check

    Market and competition applications in product pricing

  • Check

    How to utilize game theory to influence market pricing

  • Check

    How to leverage competitor pricing models and knowledge of the product lifecycle to price products

  • Check

    Strategies for price discrimination in competitive markets

Приобретаемые навыки

Competitor Pricing ModelsPricing StrategiesPricing to CompetitionPrice DiscriminationMarket Segmentation

Курс 3 из 4 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.

Прибл. 18 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 2-4 hours per week...

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
3 ч. на завершение

Understanding the Playing Field

Welcome! Competitive pricing is all about setting prices based on what companies with similar products and services charge. To use this approach effectively, you have to understand the playing field. In particular, you need to know general legal parameters that guide competition in the market place. In this module, you'll get basic background knowledge so that you can use market knowledge in your pricing strategy and still stay on the right side of antitrust law. Then Thomas will join you to introduce the competitive pricing framework , which you can use to assess pricing options, anticipate your competitors' pricing strategy, and determine whether to price to competition or to elasticity....
10 видео ((всего 43 мин.)), 3 материалов для самостоятельного изучения, 3 тестов
10 видео
Three Lenses4мин
Course Introduction2мин
Legal Structures Related to Pricing4мин
The Sherman Antitrust Act4мин
The Clayton Act4мин
The Robinson-Patman Act3мин
Common Practices & Shifts in Interpretation6мин
Competitive Framework7мин
Week 1 Takeaways1мин
3 материала для самостоятельного изучения
Course Overview & Requirements10мин
Survey10мин
Using Discussion Forums to Deepen Your Learning10мин
3 практического упражнения
Practice Quiz on Legal Aspects of Pricing24мин
Practice Quiz on the Competitive Framework6мин
Week 1 Quiz on Understanding the Playing Field36мин
Неделя
2
2 ч. на завершение

Predicting Competitive Reactions

Now that you know more about the playing field, let's take a look at how to predict competitive reactions. Thomas will show you value mapping, a tool that yields valuable insights into the value-price relationship relative to your competitors, and how to apply it in a real-world example. Then you'll dive into game theory, a field with many applications. Here, you'll use it anticipate and respond to price competition so that you can cooperate and compete without colluding....
10 видео ((всего 46 мин.)), 3 тестов
10 видео
Value Mapping5мин
Value Mapping: Sandisk vs PNY5мин
Introduction to Game Theory2мин
The Prisoner's Dilemma5мин
The Evolution of Cooperation8мин
Signaling Games4мин
Extensive Form Signaling Games7мин
Gas Wars and Takeaways4мин
Week 2 Takeaways59
3 практического упражнения
Practice Quiz on Value Mapping9мин
Practice Quiz on Game Theory21мин
Week 2 Quiz on Predicting Competitive Reactions36мин
Неделя
3
3 ч. на завершение

Disrupting Markets and Engaging in "Coopetition"

Disrupting competition and engaging in "coopetition" can benefit all players in the market--but not all the time. Using knowledge from game theory and pricing models can help you understand when this strategy can be beneficial. Thomas will introduce two competitor pricing models--price moves and price wars--and show you how to use these models to predict and respond to competitors. Then Ron will show you various strategies to optimize prices through the four phases of the product life cycle, from disruptive to declining products. Then you will use the SmartOps case to apply your knowledge of "coopetition" to analyze a real-world pricing decision....
13 видео ((всего 57 мин.)), 1 материал для самостоятельного изучения, 3 тестов
13 видео
Competitor Pricing Models3мин
Competitive Price Moves: Understand Competitive Dynamics9мин
Competitive Price Moves: Assess Your Options6мин
Competitive Price Moves: Choose and Execute Best Move4мин
Price Wars6мин
Pricing through the Product Life Cycle6мин
Pricing in the Growth Phase3мин
Pricing in the Maturity Phase6мин
Pricing in the Decline Phase5мин
Case Introduction: SmartOps2мин
Case Debrief: SmartOps1мин
Week 3 Takeaways1мин
1 материал для самостоятельного изучения
Case Study: SmartOps Corporation: Forging Smart Alliances?10мин
3 практического упражнения
Practice Quiz on Competitor Pricing Models18мин
Practice Quiz on Pricing through the Product Life Cycle12мин
Week 3 Quiz on Disrupting Markets and Engaging in Coopetition36мин
Неделя
4
4 ч. на завершение

Implementing Price Discrimination in Competitive Markets

Price discrimination--selling the same product to different market segments at different prices--allows companies to optimize profits, even in competitive markets. It begins with customer segmentation, and Ron will show you practical segmentation strategies for both B2B and B2C contexts. Then you'll learn how to apply the Weber-Fechner Law, which sounds complicated, but is actually quite intuitive and useful when pricing quality-differentiated product lines. Finally, you'll learn the basics of bundle pricing and how to create economically sound bundles....
10 видео ((всего 60 мин.)), 5 тестов
10 видео
Customer Segmentation Strategies10мин
B2B Segmentation Strategies5мин
Weber-Fechner Law of Pricing4мин
Weber-Fechner and Pricing9мин
Pricing Your Least Expensive Products4мин
Pricing Your Most Expensive Products3мин
Bundle Pricing9мин
Creating Economically Sound Pricing Bundles9мин
Week 4 Takeaways1мин
4 практического упражнения
Practice Quiz on Customer Segmentation Strategies9мин
Practice Quiz on Product Line Pricing12мин
Practice Quiz on Bundle Pricing9мин
Week 4 Quiz on Implementing Price Discrimination in Competitive Markets36мин
4.8
Рецензии: 11Chevron Right

Лучшие рецензии

автор: RSJun 21st 2017

Great course, great specialization. A very nice presentation of the Market and Competition lens - legal, game theory and cooperation through competition, all come together very nicely in this course.

автор: AHJan 14th 2019

I have added new information to me, it was an excellent course and I would like to complete another course. and I would to thank all teachers

Преподаватели

Avatar

Jean Manuel Izaret

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

Ronald T. Wilcox

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

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice

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

Часто задаваемые вопросы

  • Зарегистрировавшись на сертификацию, вы получите доступ ко всем видео, тестам и заданиям по программированию (если они предусмотрены). Задания по взаимной оценке сокурсниками можно сдавать и проверять только после начала сессии. Если вы проходите курс без оплаты, некоторые задания могут быть недоступны.

  • Записавшись на курс, вы получите доступ ко всем курсам в специализации, а также возможность получить сертификат о его прохождении. После успешного прохождения курса на странице ваших достижений появится электронный сертификат. Оттуда его можно распечатать или прикрепить к профилю LinkedIn. Просто ознакомиться с содержанием курса можно бесплатно.

Остались вопросы? Посетите Центр поддержки учащихся.