Pricing Strategy Optimization Specialization

Starts Aug 28

Pricing Strategy Optimization Specialization

Set prices the way the experts do

Master pricing strategies used by global consulting and academic leaders.

About This Specialization

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.

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courses
4 courses

Follow the suggested order or choose your own.

projects
Projects

Designed to help you practice and apply the skills you learn.

certificates
Certificates

Highlight your new skills on your resume or LinkedIn.

Projects Overview

Courses
Beginner Specialization.
No prior experience required.
  1. COURSE 1

    Cost and Economics in Pricing Strategy

    Upcoming session: Aug 28 — Oct 2.
    Commitment
    4 weeks of study; 3-4 hours/week
    Subtitles
    English

    About the Course

    How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Led by Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits. By the end of this course, you’ll be able to: --Apply knowledge of basic economics to make better pricing decisions --Recognize opportunities for price discrimination—selling the same product at different prices to different buyers—and recommend strategies to maximize sales and profits --Calculate three types of price elasticities to determine the impact of price on demand --Analyze and apply different pricing models -Cost-plus pricing -Marginal cost-plus pricing -Peak-load pricing -Index-based pricing --Evaluate the impact of channel intermediaries and customer lifetime value on pricing
  2. COURSE 2

    Customer Value in Pricing Strategy

    Current session: Aug 21 — Sep 25.
    Subtitles
    English

    About the Course

    The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales--if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we'll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of value-based pricing and how to use it to capture more revenue. By the end of this course, you'll be able to... -- Apply knowledge of customer value to price products -- Leverage core value-based pricing techniques to inform pricing decisions -- Measure customer willingness to pay using models (surveys, conjoint analysis, other data) -- Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers
  3. COURSE 3

    Market and Competition in Pricing Strategy

    Current session: Aug 21 — Sep 25.
    Commitment
    4 weeks of study, 3-5 hours per week
    Subtitles
    English

    About the Course

    If you haven’t considered what the competition is charging, you may not be maximizing your revenue. Spend time analyzing the market and you can influence price and improve margins. In this course, we'll show you how to implement competitive pricing and avoid common legal pitfalls of market-based pricing. You will also learn how to predict, influence and respond to competitors’ pricing moves. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of market-based pricing and how to use it to capture more revenue.
  4. COURSE 4

    Pricing Strategy in Practice

    Upcoming session: Aug 28 — Oct 2.
    Commitment
    4 weeks of study, 4-6 hours/week
    Subtitles
    English

    About the Course

    In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess.

Creators

  • University of Virginia

    The University of Virginia Darden School of Business delivers the world’s best business education experience to prepare entrepreneurial, global-minded, and responsible leaders.

    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.

  • 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 85 offices in 48 countries. For more information, please visit bcg.com.

  • Jean Manuel Izaret

    Jean Manuel Izaret

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

    Thomas Kohler

    Associate Director, Pricing
  • Ronald T. Wilcox

    Ronald T. Wilcox

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

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