Об этом курсе
4.5
Оценки: 60
Рецензии: 9
Специализация
100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Промежуточный уровень

Промежуточный уровень

Some familiarity with business is helpful, but not required.

Часов на завершение

Прибл. 10 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 3-5 hours/week...
Доступные языки

Английский

Субтитры: Английский

Чему вы научитесь

  • Check

    How to use the three lenses to set an optimal strategic price to maximize revenue

  • Check

    How to approach a pricing case, glean information, and work through a complicated pricing decision

  • Check

    How to utilize tools and data to analyze and recommend a strategic response to a real world pricing situation

Приобретаемые навыки

Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics
Специализация
100% онлайн

100% онлайн

Начните сейчас и учитесь по собственному графику.
Гибкие сроки

Гибкие сроки

Назначьте сроки сдачи в соответствии со своим графиком.
Промежуточный уровень

Промежуточный уровень

Some familiarity with business is helpful, but not required.

Часов на завершение

Прибл. 10 часа на выполнение

Предполагаемая нагрузка: 4 weeks of study, 3-5 hours/week...
Доступные языки

Английский

Субтитры: Английский

Программа курса: что вы изучите

Неделя
1
Часов на завершение
3 ч. на завершение

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. ...
Reading
15 videos (Total 60 min), 5 материалов для самостоятельного изучения, 3 тестов
Video15 видео
Three Lenses4мин
Course Overview4мин
Developing the Three Lens Framework2мин
Using the Three Lenses8мин
Knowledge Is Not Enough3мин
Case Introduction1мин
Assignment 1 Introduction4мин
Review: Basic Metrics of Pricing: Margins and Markups5мин
Calculating Power Usage and Cost3мин
Assignment Debrief: Superbulb Failure3мин
Assignment Debrief: LED Price Considerations3мин
Assignment Debrief: Retailer Margin Justification5мин
Assignment Debrief: Customer Economics4мин
The Myth of the Invisible Hand2мин
Reading5 материала для самостоятельного изучения
Course Overview & Requirements10мин
Survey10мин
Philips: Pricing the LED Bulb (A)10мин
Week 1 Case Questions10мин
Case-based Learning at Darden12мин
Quiz3 практического упражнения
Superbulb Economics20мин
LED Price Considerations20мин
Customer Economics20мин
Неделя
2
Часов на завершение
2 ч. на завершение

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....
Reading
8 videos (Total 36 min), 1 материал для самостоятельного изучения, 2 тестов
Video8 видео
Conjoint Analysis: Steps 1 – 38мин
Conjoint Analysis: Step 4 and Product Preferences7мин
Attribute Trade-offs2мин
Attribute Importances4мин
Conjoint Analysis: Willingness to Pay5мин
Assignment Debrief: Learning about the Market Using Conjoint Analysis3мин
Assignment Debrief: Calculating WTP Using Conjoint3мин
Reading1 материал для самостоятельного изучения
Week 2 Case Questions10мин
Quiz2 практического упражнения
Learning about the Market30мин
Calculating WTP Using Conjoint45мин
Неделя
3
Часов на завершение
5 ч. на завершение

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....
Reading
2 videos (Total 8 min), 1 тест
Video2 видео
Assignment 3 Debrief1мин
Неделя
4
Часов на завершение
3 ч. на завершение

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. ...
Reading
15 videos (Total 67 min), 2 материалов для самостоятельного изучения, 1 тест
Video15 видео
Signaling Games4мин
Extensive Form Signaling Games7мин
Gas Wars and Takeaways4мин
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
Assignment 4 Debrief1мин
The Three Lenses Across Industries4мин
The Art and Science of Pricing3мин
A Career in Pricing3мин
Why I Love Pricing3мин
Course Conclusionмин
Reading2 материала для самостоятельного изучения
Philips: Pricing the LED Bulb (B)30мин
Week 4 Case Questions10мин
Quiz1 практическое упражнение
Responding to Competitor Moves30мин
4.5
Рецензии: 9Chevron Right

Лучшие рецензии

автор: UEJun 12th 2017

An excellent specialisation - I enjoyed every minute of it. Good teachers, well thought through material presented with some humour.

автор: OOJul 24th 2018

Very insightful course, I am very happy I came across this.

Преподавателя

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 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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