À propos de ce cours
4.6
457 notes
95 avis
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 12 heures pour terminer

Recommandé : 7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Coréen...

Compétences que vous acquerrez

PricingPsychologyPrice DiscriminationPricing Strategies
Spécialisation
100 % en ligne

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.
Dates limites flexibles

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Heures pour terminer

Approx. 12 heures pour terminer

Recommandé : 7 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais, Coréen...

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
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....
Reading
12 vidéos (Total 51 min), 8 lectures, 4 quiz
Video12 vidéos
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
Reading8 lectures
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
Quiz4 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
Semaine
2
Heures pour terminer
4 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....
Reading
9 vidéos (Total 53 min), 6 lectures, 2 quiz
Video9 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
Reading6 lectures
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
Quiz2 exercices pour s'entraîner
Practice Quiz on Price Experiments3 min
Module 2 Graded Assessment30 min
Semaine
3
Heures pour terminer
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....
Reading
11 vidéos (Total 75 min), 4 lectures, 3 quiz
Video11 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
Reading4 lectures
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
Quiz2 exercices pour s'entraîner
Practice Quiz on Bundling6 min
Module 3 Graded Assessment34 min
Semaine
4
Heures pour terminer
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....
Reading
9 vidéos (Total 36 min), 4 lectures, 1 quiz
Video9 vidéos
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? min
Reading4 lectures
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
Quiz1 exercice pour s'entraîner
Module 4 Graded Assessment40 min
4.6

Meilleurs avis

par BTMar 20th 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 12th 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.

Enseignant

Avatar

Martin Boehm

Professor of Marketing
Dean of IE Business School

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 de la Spécialisation Marketing Mix Implementation

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....
Marketing Mix Implementation

Foire Aux Questions

  • Une fois que vous êtes inscrit(e) pour un Certificat, vous pouvez accéder à toutes les vidéos de cours, et à tous les quiz et exercices de programmation (le cas échéant). Vous pouvez soumettre des devoirs à examiner par vos pairs et en examiner vous-même uniquement après le début de votre session. Si vous préférez explorer le cours sans l'acheter, vous ne serez peut-être pas en mesure d'accéder à certains devoirs.

  • Lorsque vous vous inscrivez au cours, vous bénéficiez d'un accès à tous les cours de la Spécialisation, et vous obtenez un Certificat lorsque vous avez réussi. Votre Certificat électronique est alors ajouté à votre page Accomplissements. À partir de cette page, vous pouvez imprimer votre Certificat ou l'ajouter à votre profil LinkedIn. Si vous souhaitez seulement lire et visualiser le contenu du cours, vous pouvez accéder gratuitement au cours en tant qu'auditeur libre.

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