À propos de ce cours
4.8
80 notes
9 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.
Niveau débutant

Niveau débutant

Some familiarity with business is helpful, but not required.

Heures pour terminer

Approx. 17 heures pour terminer

Recommandé : 4 weeks of study, 2-4 hours per week...
Langues disponibles

Anglais

Sous-titres : Anglais

Ce que vous allez apprendre

  • Check

    Market and competition applications in product pricing

  • Check

    How to utilize game theory to influence market pricing

  • Check

    How to leverage competitor pricing models and knowledge of the product lifecycle to price products

  • Check

    Strategies for price discrimination in competitive markets

Compétences que vous acquerrez

Competitor Pricing ModelsPricing StrategiesPricing to CompetitionPrice DiscriminationMarket Segmentation
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.
Niveau débutant

Niveau débutant

Some familiarity with business is helpful, but not required.

Heures pour terminer

Approx. 17 heures pour terminer

Recommandé : 4 weeks of study, 2-4 hours per week...
Langues disponibles

Anglais

Sous-titres : Anglais

Programme du cours : ce que vous apprendrez dans ce cours

Semaine
1
Heures pour terminer
3 heures pour terminer

Understanding the Playing Field

Welcome! Competitive pricing is all about setting prices based on what companies with similar products and services charge. To use this approach effectively, you have to understand the playing field. In particular, you need to know general legal parameters that guide competition in the market place. In this module, you'll get basic background knowledge so that you can use market knowledge in your pricing strategy and still stay on the right side of antitrust law. Then Thomas will join you to introduce the competitive pricing framework , which you can use to assess pricing options, anticipate your competitors' pricing strategy, and determine whether to price to competition or to elasticity....
Reading
10 vidéos (Total 43 min), 3 lectures, 3 quiz
Video10 vidéos
Three Lenses4 min
Course Introduction2 min
Legal Structures Related to Pricing4 min
The Sherman Antitrust Act4 min
The Clayton Act4 min
The Robinson-Patman Act3 min
Common Practices & Shifts in Interpretation6 min
Competitive Framework7 min
Week 1 Takeaways1 min
Reading3 lectures
Course Overview & Requirements10 min
Survey10 min
Using Discussion Forums to Deepen Your Learning10 min
Quiz3 exercices pour s'entraîner
Practice Quiz on Legal Aspects of Pricing24 min
Practice Quiz on the Competitive Framework6 min
Week 1 Quiz on Understanding the Playing Field36 min
Semaine
2
Heures pour terminer
2 heures pour terminer

Predicting Competitive Reactions

Now that you know more about the playing field, let's take a look at how to predict competitive reactions. Thomas will show you value mapping, a tool that yields valuable insights into the value-price relationship relative to your competitors, and how to apply it in a real-world example. Then you'll dive into game theory, a field with many applications. Here, you'll use it anticipate and respond to price competition so that you can cooperate and compete without colluding....
Reading
10 vidéos (Total 46 min), 3 quiz
Video10 vidéos
Value Mapping5 min
Value Mapping: Sandisk vs PNY5 min
Introduction to Game Theory2 min
The Prisoner's Dilemma5 min
The Evolution of Cooperation8 min
Signaling Games4 min
Extensive Form Signaling Games7 min
Gas Wars and Takeaways4 min
Week 2 Takeaways59s
Quiz3 exercices pour s'entraîner
Practice Quiz on Value Mapping9 min
Practice Quiz on Game Theory21 min
Week 2 Quiz on Predicting Competitive Reactions36 min
Semaine
3
Heures pour terminer
3 heures pour terminer

Disrupting Markets and Engaging in "Coopetition"

Disrupting competition and engaging in "coopetition" can benefit all players in the market--but not all the time. Using knowledge from game theory and pricing models can help you understand when this strategy can be beneficial. Thomas will introduce two competitor pricing models--price moves and price wars--and show you how to use these models to predict and respond to competitors. Then Ron will show you various strategies to optimize prices through the four phases of the product life cycle, from disruptive to declining products. Then you will use the SmartOps case to apply your knowledge of "coopetition" to analyze a real-world pricing decision....
Reading
13 vidéos (Total 57 min), 1 lecture, 3 quiz
Video13 vidéos
Competitor Pricing Models3 min
Competitive Price Moves: Understand Competitive Dynamics9 min
Competitive Price Moves: Assess Your Options6 min
Competitive Price Moves: Choose and Execute Best Move4 min
Price Wars6 min
Pricing through the Product Life Cycle6 min
Pricing in the Growth Phase3 min
Pricing in the Maturity Phase6 min
Pricing in the Decline Phase5 min
Case Introduction: SmartOps2 min
Case Debrief: SmartOps1 min
Week 3 Takeaways1 min
Reading1 lecture
Case Study: SmartOps Corporation: Forging Smart Alliances?10 min
Quiz3 exercices pour s'entraîner
Practice Quiz on Competitor Pricing Models18 min
Practice Quiz on Pricing through the Product Life Cycle12 min
Week 3 Quiz on Disrupting Markets and Engaging in Coopetition36 min
Semaine
4
Heures pour terminer
4 heures pour terminer

Implementing Price Discrimination in Competitive Markets

Price discrimination--selling the same product to different market segments at different prices--allows companies to optimize profits, even in competitive markets. It begins with customer segmentation, and Ron will show you practical segmentation strategies for both B2B and B2C contexts. Then you'll learn how to apply the Weber-Fechner Law, which sounds complicated, but is actually quite intuitive and useful when pricing quality-differentiated product lines. Finally, you'll learn the basics of bundle pricing and how to create economically sound bundles....
Reading
10 vidéos (Total 60 min), 5 quiz
Video10 vidéos
Customer Segmentation Strategies10 min
B2B Segmentation Strategies5 min
Weber-Fechner Law of Pricing4 min
Weber-Fechner and Pricing9 min
Pricing Your Least Expensive Products4 min
Pricing Your Most Expensive Products3 min
Bundle Pricing9 min
Creating Economically Sound Pricing Bundles9 min
Week 4 Takeaways1 min
Quiz4 exercices pour s'entraîner
Practice Quiz on Customer Segmentation Strategies9 min
Practice Quiz on Product Line Pricing12 min
Practice Quiz on Bundle Pricing9 min
Week 4 Quiz on Implementing Price Discrimination in Competitive Markets36 min
4.8
9 avisChevron Right

Meilleurs avis

par RSJun 21st 2017

Great course, great specialization. A very nice presentation of the Market and Competition lens - legal, game theory and cooperation through competition, all come together very nicely in this course.

par MASep 27th 2017

Excellent course with a lot of practical examples and great learning.

Enseignants

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

À propos de 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....

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.

D'autres questions ? Visitez le Centre d'Aide pour les Etudiants.