Informações sobre o curso
4.6
460 classificações
97 avaliações
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 12 horas para completar

Sugerido: 7 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Coreano

Habilidades que você terá

PricingPsychologyPrice DiscriminationPricing Strategies
Programa de cursos integrados
100% online

100% online

Comece imediatamente e aprenda em seu próprio cronograma.
Prazos flexíveis

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.
Horas para completar

Aprox. 12 horas para completar

Sugerido: 7 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês, Coreano

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
3 horas para concluir

Demand 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....
Reading
12 videos (Total 51 min), 8 leituras, 4 testes
Video12 videos
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
Reading8 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
Quiz4 exercícios práticos
Practice Quiz on the Importance of Pricing3min
Practice Quiz on Price Elasticity7min
Practice Quiz for Optimal Price4min
Module 1 Graded Assessment35min
Semana
2
Horas para completar
4 horas para concluir

Determining 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....
Reading
9 videos (Total 53 min), 6 leituras, 2 testes
Video9 videos
Price Response Estimation3min
Market Data1min
Market Data Yogurt Example5min
Experiments6min
Expert Surveys3min
Customer Surveys7min
Customer Surveys Camera Example5min
Advanced (OPTIONAL): Conjoint Analysis18min
Reading6 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
Quiz2 exercícios práticos
Practice Quiz on Price Experiments3min
Module 2 Graded Assessment30min
Semana
3
Horas para completar
4 horas para concluir

Playing 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....
Reading
11 videos (Total 75 min), 4 leituras, 3 testes
Video11 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
Reading4 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
Quiz2 exercícios práticos
Practice Quiz on Bundling6min
Module 3 Graded Assessment34min
Semana
4
Horas para completar
2 horas para concluir

Pricing 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....
Reading
9 videos (Total 36 min), 4 leituras, 1 teste
Video9 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
Reading4 leituras
Quality Perceptions, Hitting the Spot4min
A Luxury Example of Anchoring5min
Price Endings' Field Experiments Results40min
Pain of Paying, out in the Field5min
Quiz1 exercício prático
Module 4 Graded Assessment40min
4.6
97 avaliaçõesChevron Right

Melhores avaliações

por BTMar 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 SRJun 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

Avatar

Martin Boehm

Professor of Marketing
Dean 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....
Marketing Mix Implementation

Perguntas Frequentes – FAQ

  • Ao se inscrever para um Certificado, você terá acesso a todos os vídeos, testes e tarefas de programação (se aplicável). Tarefas avaliadas pelos colegas apenas podem ser enviadas e avaliadas após o início da sessão. Caso escolha explorar o curso sem adquiri-lo, talvez você não consiga acessar certas tarefas.

  • Quando você se inscreve no curso, tem acesso a todos os cursos na Especialização e pode obter um certificado quando concluir o trabalho. Seu Certificado eletrônico será adicionado à sua página de Participações e você poderá imprimi-lo ou adicioná-lo ao seu perfil no LinkedIn. Se quiser apenas ler e assistir o conteúdo do curso, você poderá frequentá-lo como ouvinte sem custo.

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