Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
Ce cours fait partie de la Spécialisation Mise en œuvre d'un marketing mix
Pricing Strategy
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Compétences que vous acquerrez
PricingPsychologyPrice DiscriminationPricing Strategies
Résultats de carrière des étudiants
17%
ont bénéficié d'un avantage concret dans leur carrières grâce à ce cours
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Approx. 12 heures pour terminer
Recommandé : 8 hours/week
Anglais
Sous-titres : Anglais
Programme du cours : ce que vous apprendrez dans ce cours
3 heures pour terminer
Demand Curve and Pricing
In this module we will start with the importance of pricing, especially for the bottom line. Having this in mind, and after showing how pricing is the most important driver of profitability, when you finish this module you will be able to execute cost, competition and customer-based pricing. You will also be able to use the concepts of price elasticity and optimal price while setting prices for your products and services.
3 heures pour terminer
12 vidéos (Total 51 min), 9 lectures, 4 quiz
12 vidéos
Trailer46s
Introduction to the course2 min
Importance of Pricing4 min
Pricing Complexity3 min
Pricing Approaches2 min
Cost Based Pricing4 min
Cost Based Pricing Printer Example4 min
Competition Based Pricing3 min
Customer Based Pricing5 min
Price Elasticity6 min
Optimal Price2 min
Expert Interviews: Felix Krohn of Wolters Kluwer10 min
9 lectures
How to Price Your Products1 min
The Price is Wrong5 min
Traditional Approaches to Pricing9 min
£1100 for a hamburger?10 min
Methods to Price Your Product12 min
Pricing Fashion with Science15 min
Price Elasticity of Demand3 min
Why the Highest Price isn’t the Best Price20 min
Pricing New Products16 min
4 exercices pour s'entraîner
Practice Quiz on the Importance of Pricing3 min
Practice Quiz on Price Elasticity7 min
Practice Quiz for Optimal Price4 min
Module 1 Graded Assessment35 min
5 heures pour terminer
Determining Willingness to Pay
After finishing this module you will be able to take advantage of four different methods to determine the willingness to pay from customers. Whether using Market Data or Experiments (Observation based) or Expert or Customer Surveys (Survey based), you'll be able to use this information in order to identify the optimal price.
5 heures pour terminer
9 vidéos (Total 53 min), 7 lectures, 2 quiz
9 vidéos
Price Response Estimation3 min
Market Data1 min
Market Data Yogurt Example5 min
Experiments6 min
Expert Surveys3 min
Customer Surveys7 min
Customer Surveys Camera Example5 min
Advanced (OPTIONAL): Conjoint Analysis18 min
7 lectures
Willingness to pay – definition and meaning10 min
Link to the Pricing Simulation45 min
Measuring Willingness-to-Pay50 min
Price Testing7 min
Experiments in Pricing10 min
Best practices for every step of survey creation5 min
A Review of Methods for Measuring Willingness-to-Pay50 min
2 exercices pour s'entraîner
Practice Quiz on Price Experiments3 min
Module 2 Graded Assessment30 min
4 heures pour terminer
Playing the Pricing Piano or Price Discrimination
What we see in the real world is that companies don't only charge one price for all their products, but rather set different prices for different products with respect to different customer segments. After looking at the benefits of price discrimination (and the significant revenue and profit potential behind it), you will be able to figure out what type and how to implement price discrimination for your products and services.
4 heures pour terminer
11 vidéos (Total 75 min), 5 lectures, 3 quiz
11 vidéos
Forms of Price Discrimination3 min
Expert Interviews: Alejandro Hermo of Burger King11 min
Product Versioning - Complements5 min
Product Versioning - Substitutes6 min
Bundling12 min
Mixed Bundling Telecommunications Example8 min
Purchase Quantity9 min
Buyer Identification2 min
Purchase Location2 min
Time of Purchase5 min
5 lectures
Investopedia: What is Price Discrimination15 min
Price Differentiation30 min
Pay-per-laugh: Customers charged exactly for what they "consume"10 min
1000% Price Markup?8 min
The Price You Pay Depends on Time and Day5 min
2 exercices pour s'entraîner
Practice Quiz on Bundling6 min
Module 3 Graded Assessment34 min
2 heures pour terminer
Pricing Psychology
In this final module we will look at pricing psychology. You will then be able to "manipulate" customers so they perceive a higher value in the products and services that you deliver, or so that they feel less pain by paying the price of purchasing your products. You will have in your toolkit multiple ways to maximize your sales, revenues, and profitability. We will also conduct a couple of experiments with volunteer customers to see how price affects perceptions, and how you can profit from it.
2 heures pour terminer
9 vidéos (Total 36 min), 5 lectures, 1 quiz
9 vidéos
Pricing Psychology3 min
Pricing experiments: Price as a quality indicator2 min
Price Anchoring5 min
Pricing experiments: The Decoy Effect3 min
Prospect Theory5 min
Price Endings3 min
The Pain of Paying7 min
Brief of the course3 min
Ready to continue on this journey?50s
5 lectures
Psychological Pricing: 4 Strategies, Examples and Tactics10 min
Quality Perceptions, Hitting the Spot4 min
A Luxury Example of Anchoring5 min
Price Endings' Field Experiments Results40 min
Pain of Paying, out in the Field5 min
1 exercice pour s'entraîner
Module 4 Graded Assessment40 min
Avis
4.6
Meilleurs avis pour PRICING STRATEGY
par OBOct 3, 2018
Very fine course with good videos and explanations of the basics of Pricing. The articles were relevant but many of them rather old and could do with an update. All in all a recommendable course!
par AJMar 19, 2020
I had always been afraid of Pricing and any other subject that required some mathematical skills. But this course was so helpful in both educating me and boosting my self-confidence in Pricing.
par BTMar 19, 2017
Although they are harder concepts and more practices to remember, it was a very insightful course! I truly enjoyed the additional readings to elaborate on the lectures. Thank you very much, IE!
par SRJun 11, 2016
Great course. All the concepts were clearly explained. They had provided plenty of case studies, articles, journals and books to read. The content delivery was great. I found it very useful.
À propos de IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
À propos du Spécialisation Mise en œuvre d'un marketing mix
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
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