Об этом курсе: In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess.
Автор: Виргинский университет, BCG
Преподаватели: Jean Manuel Izaret, Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Преподаватели: Ronald T. Wilcox, NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing
Преподаватели: Thomas Kohler, Associate Director, Pricing
Marketing, Sales & Pricing Practice
| Основные сведения | Course 4 of 4 in the Pricing Strategy Optimization Specialization |
| Уровень | Intermediate |
| Выполнение | 4 weeks of study, 4-6 hours/week |
| Язык | English |
| Как пройти курс | Чтобы пройти курс, выполните все оцениваемые задания. |
| Оценки пользователей |
Программа курса
НЕДЕЛЯ 1
Retail Market Dynamics
Welcome to the course! We'll kick off the week with an overview of the project, which centers around Philips introduction of an eco-friendly light bulb. Once you've read the case, Thomas and Ron will guide you as you apply the cost lens to analyze the economics of the LED light bulb Philips has introduced to the market. After you've analyzed the economics of the case, Ron and Thomas will debrief to make sure you are on the right track. You will also hear from BCG pricing experts, who will share their lessons and tips gleaned from years of helping clients in multiple industries optimize their prices and improve the bottom line.
15 видео, 5 материалов для самостоятельного изучения
- Видео: Pricing Specialization Overview
- Видео: Three Lenses
- Видео: Course Overview
- Reading: Course Overview & Requirements
- Reading: Survey
- Discussion Prompt: Connect with your classmates!
- Видео: Developing the Three Lens Framework
- Видео: Using the Three Lenses
- Видео: Knowledge Is Not Enough
- Видео: Case Intro
- Reading: Philips: Pricing the LED Bulb (A)
- Видео: Getting Started Assignment 1
- Reading: Week 1 Case Questions
- Видео: Review: Basic Metrics of Pricing: Margins and Markups
- Видео: Calculating Power Usage and Cost
- Reading: Case-based Learning at Darden
- Discussion Prompt: Beginning your case analysis
- Видео: Assignment Debrief--Superbulb Failure
- Видео: Assignment Debrief--LED Price Considerations
- Discussion Prompt: Is the 55% retailer margin justified?
- Видео: Assignment Debrief--Retailer Margin Justification
- Видео: Assignment Debrief--Customer Economics
- Видео: The Myth of the Invisible Hand
Оцениваемый: Superbulb Economics
Оцениваемый: LED Price Considerations
Оцениваемый: Customer Economics
НЕДЕЛЯ 2
Customer Value and Conjoint Analysis
This week, we will dig deeper into customer value using conjoint analysis to determine the price sensitivity of consumers and businesses. Thomas and Ron will show you how to graph the conjoint data to easily compare these two markets--and you'll do additional analysis of the conjoint data to learn more about what consumers value. Using your analysis, you'll hone your pricing recommendation.
8 видео, 1 материал для самостоятельного изучения
- Видео: Assignment 2 Intro
- Reading: Week 2 Case Questions
- Видео: Conjoint Analysis: Steps 1 – 3
- Видео: Conjoint Analysis: Step 4 and Product Preferences
- Видео: Attribute Trade-offs
- Видео: Attribute Importances
- Видео: Conjoint Analysis: Willingness to Pay
- Видео: Debrief: Learning about the Market Using Conjoint Analysis
- Видео: Assignment Debrief--Calculating WTP Using Conjoint
Оцениваемый: Learning about the Market
Оцениваемый: Calculating WTP Using Conjoint
НЕДЕЛЯ 3
Price Recommendation
This week, you will pull everything together to make a pricing recommendation for Philips. You will recommend which markets they should serve (B2B, B2C, or both) and how they should price their LED bulbs. You'll learn how to lay out your thought process and rationale in a tightly edited slide deck that presents your recommendations in a compelling way.
2 видео
- Видео: Getting Started: Assignment 3
- Видео: Assignment 3 Debrief
Оцениваемый: Recommend a Strategy for Philips
НЕДЕЛЯ 4
Curveball
This week, you will respond to new developments in the LED light bulb market: a new competitor and new regulations. Just like in real life, you'll need to adjust your strategy when the competitive landscape changes and new regulations emerge and reconsider the retail marketplace and reevaluate the B2B market. You'll also head out into your own "real world" and do some detective work about the LED bulb market in your area and relate those finding to the case. We'll finish the course with BCG pricing experts sharing their insights into what makes pricing such a rewarding field.
15 видео, 2 материалов для самостоятельного изучения
- Видео: Getting Started: Assignment 4
- Reading: Philips: Pricing the LED Bulb (B)
- Reading: Week 4 Case Questions
- Discussion Prompt: If Philips enters the B2C market...
- Видео: Signaling Games
- Видео: Extensive Form Signaling Games
- Видео: Gas Wars and Takeaways
- Видео: Competitor Pricing Models
- Видео: Competitive Price Moves: Understand Competitive Dynamics
- Видео: Competitive Price Moves: Assess Your Options
- Видео: Competitive Price Moves: Choose and Execute Best Move
- Видео: Price Wars
- Видео: Assignment 4 Debrief
- Discussion Prompt: What did you see in your local market?
- Видео: The Three Lenses Across Industries
- Видео: The Art and Science of Pricing
- Видео: A Career in Pricing
- Видео: Why I Love Pricing
- Discussion Prompt: Update your resume!
- Видео: Course Conclusion
Оцениваемый: Responding to Competitor Moves
Часто задаваемые вопросы
Как это работает
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Авторы
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
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.
Стоимость
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Рейтинги и отзывы
I really appreciate instructors for their hard work and dedication for sharing the material. This course summarizes the previous three courses and brings the concepts all together. Tons of practical examples. I highly recommend this course.
Excellent business and application oriented course
Just superb. One of the best MOOCs ever.
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This is a very useful course that I have taken in pricing. I enjoyed learning it and it is very helpful for me.