À propos de ce cours
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Niveau débutant

Some familiarity with business is helpful, but not required.


Sous-titres : Anglais, Roumain

Ce que vous allez apprendre

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    How to apply knowledge of basic economics to make better pricing decisions

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    How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits

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    How to calculate three types of price elasticities to determine the impact of price on demand

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    How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.

Compétences que vous acquerrez

Cost-Based PricingChannel and Direct-to-Consumer PricingPricing StrategiesPrice DiscriminationPrice Elasticity Of Demand

100 % en ligne

Commencez dès maintenant et apprenez aux horaires qui vous conviennent.

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.

Niveau débutant

Some familiarity with business is helpful, but not required.


Sous-titres : Anglais, Roumain

Programme du cours : ce que vous apprendrez dans ce cours

3 heures pour terminer

Pricing Fundamentals

Welcome to the first week of Cost and Economics in Pricing Strategy course! We'll begin our study of pricing by looking at some basic economic principles relevant to pricing, such as cost and cost variations and what that implies about the supply curve. Then we'll take a closer look at one pricing mechanism: auctions. You will never look at eBay the same!

13 vidéos (Total 55 min), 4 lectures, 3 quiz
13 vidéos
Basic Metrics of Pricing: Margins and Markups5 min
The Relationship Between Price and Quantity: Demand Schedules5 min
The Relationship between Price and Quantity: Functional Form5 min
Cost, Cost Variations and Supply Curves4 min
Auctions as a Pricing Mechanism3 min
English Auctions3 min
Dutch Auctions3 min
Sealed Bid Auctions6 min
B2B Auctions7 min
Module 1 Takeaways59s
4 lectures
Course Overview & Requirements10 min
Survey10 min
Using Discussion Forums to Deepen Your Learning10 min
Top Ten Learner Tips10 min
3 exercices pour s'entraîner
Practice Quiz on Basic Economics18 min
Practice Quiz on Auctions12 min
Week 1 Pricing Fundamentals Quiz36 min
2 heures pour terminer

Price Discrimination

This week we'll tackle three areas that will help you improve the effectiveness of your pricing strategy. First, we'll take a look at price discrimination and how to set prices for different customer segments to maximize profits. You'll learn about the price and margin waterfall and how creating one for your business can help identify "leaks" that you can prevent. Then we'll examine volume-based pricing, or pricing differently for different volumes to encourage consumption, of a consumer product: Heinz Ketchup. When we're done, you'll be very aware of the impact package size has on your own consumption--and how to use this knowledge to price products.

12 vidéos (Total 40 min), 1 lecture, 4 quiz
12 vidéos
Price and Margin Waterfall4 min
Product Line Pricing Principles4 min
Product Line Pricing: Paper Towels6 min
Product Line Pricing: Ketchup5 min
Product Line Pricing: Principle 31 min
Other Incentives That Lower Costs3 min
Field Trip to Kroger's Ketchup Aisle: The Heinz Case1 min
Heinz Case Debrief1 min
Module 2 Takeaways54s
1 lecture
Case Study: Heinz Ketchup: Pricing the Product Line15 min
4 exercices pour s'entraîner
Practice Quiz on Cost-plus Pricing15 min
Quiz on the Heinz Case20 min
Practice Quiz on Product Line Pricing15 min
Week 2 Quiz on Price Discrimination30 min
2 heures pour terminer

Common Pricing Metrics: Elasticities

This week we'll dive deep into the world of demand modeling. We'll start with a brief overview of regressions--what they are, why they're useful and how to calculate them using Excel. Then you'll get a chance to use regressions as you learn about three types of elasticities--relationships between demand and price or other factors--and the drivers of these elasticities. We'll finish with a price optimization based on demand models--a truly useful method for pricing based on economic factors. By the end of this week, you'll be able to impress your colleagues and friends with your knowledge of mathematical models and how to use them to inform your pricing strategy!

13 vidéos (Total 67 min), 3 quiz
13 vidéos
Price Elasticities8 min
Cross-Price Elasticity6 min
Income Elasticity4 min
Drivers of Price Elasticity3 min
Drivers of Price Elasticity: Market Share4 min
Drivers of Price Elasticity: Competitors' Prices4 min
Calculus: Taking a Derivative3 min
Price Optimization Considering Demand8 min
Price Optimization Example4 min
Module 3 Takeaways1 min
3 exercices pour s'entraîner
Practice Quiz: Regressions12 min
Practice Quiz on Price Elasticities15 min
Week 3 Quiz on Price Elasticities30 min
5 heures pour terminer

Channel and Direct-to-Consumer Pricing

Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy!

16 vidéos (Total 77 min), 1 lecture, 5 quiz
16 vidéos
Using Time Value of Money to Evaluate a Project3 min
Using Time Value of Money to Compare Different Projects4 min
Customer Lifetime Value (CLV)8 min
Measuring CLV3 min
Measuring CLV Examples7 min
Purchase Occasion Probabilities9 min
Case Application: Retail Relay Intro1 min
Case Application: Retail Relay Debrief1 min
Marginal Cost Pricing Defined2 min
Marginal Cost Pricing Airline Industry Example5 min
Peak Load Pricing3 min
Index-Based Pricing5 min
Module 4 Takeaways1 min
1 lecture
Case Study: Retail Relay10 min
4 exercices pour s'entraîner
Retail Relay Case Quiz20 min
Practice Quiz on Double Marginalization, Time Value of Money, and CLV15 min
Practice Quiz on Pricing Methods15 min
Week 4 Quiz on Channel and Direct-to-Consumer Pricing30 min
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Principaux examens pour Cost and Economics in Pricing Strategy

par MPMay 8th 2018

Concepts in this course are challenging but the class is setup for students to succeed. I really enjoyed this course and would recommend it to anyone looking to learn more about pricing strategy.

par AGApr 6th 2018

Even if you are familiar with the basics of microeconomics, and cost structures, this course combines it all together to provide a new perspective of using these models and concepts in pricing.



Jean Manuel Izaret

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

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice

Ronald T. Wilcox

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

À propos de Université de Virginie

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....

À propos de 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....

À propos de la Spécialisation 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

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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