Este curso faz parte do Programa de cursos integrados Marketing Mix Implementation
Pricing Strategy
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Informações sobre o curso
4.6
449 classificações
Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life.
Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.
Habilidades que você terá
PricingPsychologyPrice DiscriminationPricing Strategies
Programa - O que você aprenderá com este curso
Week
1Demand 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.
12 vídeos (Total de 51 min), 8 leituras, 4 testes
12 videos
Trailermin
Introduction to the course2min
Importance of Pricing4min
Pricing Complexity3min
Pricing Approaches2min
Cost Based Pricing4min
Cost Based Pricing Printer Example4min
Competition Based Pricing3min
Customer Based Pricing5min
Price Elasticity6min
Optimal Price2min
Expert Interviews: Felix Krohn of Wolters Kluwer10min
8 leituras
The Price is Wrong5min
Traditional Approaches to Pricing9min
£1100 for a hamburger?10min
Methods to Price Your Product12min
Pricing Fashion with Science15min
Price Elasticity of Demand3min
Why the Highest Price isn’t the Best Price20min
Pricing New Products16min
4 exercícios práticos
Practice Quiz on the Importance of Pricing3min
Practice Quiz on Price Elasticity7min
Practice Quiz for Optimal Price4min
Module 1 Graded Assessment35min
Week
2Determining 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.
9 vídeos (Total de 53 min), 6 leituras, 2 testes
9 videos
Price Response Estimation3min
Market Data1min
Market Data Yogurt Example5min
Experiments6min
Expert Surveys3min
Customer Surveys7min
Customer Surveys Camera Example5min
Advanced (OPTIONAL): Conjoint Analysis18min
6 leituras
Link to the Pricing Simulation45min
Measuring Willingness-to-Pay50min
Price Testing7min
Experiments in Pricing10min
Best practices for every step of survey creation5min
A Review of Methods for Measuring Willingness-to-Pay50min
2 exercícios práticos
Practice Quiz on Price Experiments3min
Module 2 Graded Assessment30min
Week
3Playing 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.
11 vídeos (Total de 75 min), 4 leituras, 3 testes
11 videos
Forms of Price Discrimination3min
Expert Interviews: Alejandro Hermo of Burger King11min
Product Versioning - Complements5min
Product Versioning - Substitutes6min
Bundling12min
Mixed Bundling Telecommunications Example8min
Purchase Quantity9min
Buyer Identification2min
Purchase Location2min
Time of Purchase5min
4 leituras
Price Differentiation30min
Pay-per-laugh: Customers charged exactly for what they "consume"10min
1000% Price Markup?8min
The Price You Pay Depends on Time and Day5min
2 exercícios práticos
Practice Quiz on Bundling6min
Module 3 Graded Assessment34min
Week
4Pricing 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.
9 vídeos (Total de 36 min), 4 leituras, 1 teste
9 videos
Pricing experiments: Price as a quality indicator2min
Price Anchoring5min
Pricing experiments: The Decoy Effect3min
Prospect Theory5min
Price Endings3min
The Pain of Paying7min
Brief of the course3min
Ready to continue on this journey?min
4 leituras
Quality Perceptions, Hitting the Spot4min
A Luxury Example of Anchoring5min
Price Endings' Field Experiments Results40min
Pain of Paying, out in the Field5min
1 exercício prático
Module 4 Graded Assessment40min
4.6
Melhores avaliações
por BT•Mar 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!
por SR•Jun 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.
Instrutores
Martin Boehm
Professor of MarketingDean of IE Business School
Sobre 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.
Sobre o Programa de cursos integrados 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.
Perguntas Frequentes – FAQ
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
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