À propos de ce cours
4.5
60 notes
9 avis
Spécialisation
100% online

100% online

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

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Some familiarity with business is helpful, but not required.

Heures pour terminer

Approx. 10 heures pour terminer

Recommandé : 4 weeks of study, 3-5 hours/week...
Langues disponibles

Anglais

Sous-titres : Anglais...

Ce que vous allez apprendre

  • 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

Compétences que vous acquerrez

Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics
Spécialisation
100% online

100% online

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

Dates limites flexibles

Réinitialisez les dates limites selon votre disponibilité.
Niveau intermédiaire

Niveau intermédiaire

Some familiarity with business is helpful, but not required.

Heures pour terminer

Approx. 10 heures pour terminer

Recommandé : 4 weeks of study, 3-5 hours/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

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 vidéos (Total 60 min), 5 lectures, 3 quiz
Video15 vidéos
Three Lenses4 min
Course Overview4 min
Developing the Three Lens Framework2 min
Using the Three Lenses8 min
Knowledge Is Not Enough3 min
Case Introduction1 min
Assignment 1 Introduction4 min
Review: Basic Metrics of Pricing: Margins and Markups5 min
Calculating Power Usage and Cost3 min
Assignment Debrief: Superbulb Failure3 min
Assignment Debrief: LED Price Considerations3 min
Assignment Debrief: Retailer Margin Justification5 min
Assignment Debrief: Customer Economics4 min
The Myth of the Invisible Hand2 min
Reading5 lectures
Course Overview & Requirements10 min
Survey10 min
Philips: Pricing the LED Bulb (A)10 min
Week 1 Case Questions10 min
Case-based Learning at Darden12 min
Quiz3 exercices pour s'entraîner
Superbulb Economics20 min
LED Price Considerations20 min
Customer Economics20 min
Semaine
2
Heures pour terminer
2 heures pour terminer

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 vidéos (Total 36 min), 1 lecture, 2 quiz
Video8 vidéos
Conjoint Analysis: Steps 1 – 38 min
Conjoint Analysis: Step 4 and Product Preferences7 min
Attribute Trade-offs2 min
Attribute Importances4 min
Conjoint Analysis: Willingness to Pay5 min
Assignment Debrief: Learning about the Market Using Conjoint Analysis3 min
Assignment Debrief: Calculating WTP Using Conjoint3 min
Reading1 lecture
Week 2 Case Questions10 min
Quiz2 exercices pour s'entraîner
Learning about the Market30 min
Calculating WTP Using Conjoint45 min
Semaine
3
Heures pour terminer
5 heures pour terminer

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 vidéos (Total 8 min), 1 quiz
Video2 vidéos
Assignment 3 Debrief1 min
Semaine
4
Heures pour terminer
3 heures pour terminer

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 vidéos (Total 67 min), 2 lectures, 1 quiz
Video15 vidéos
Signaling Games4 min
Extensive Form Signaling Games7 min
Gas Wars and Takeaways4 min
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
Assignment 4 Debrief1 min
The Three Lenses Across Industries4 min
The Art and Science of Pricing3 min
A Career in Pricing3 min
Why I Love Pricing3 min
Course Conclusion min
Reading2 lectures
Philips: Pricing the LED Bulb (B)30 min
Week 4 Case Questions10 min
Quiz1 exercice pour s'entraîner
Responding to Competitor Moves30 min
4.5
9 avisChevron Right

Meilleurs avis

par UEJun 12th 2017

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

par OOJul 24th 2018

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

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

The 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 The 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.