Este curso faz parte do Programa de cursos integrados Implementação do composto de Marketing ou mix de Marketing

4.6
estrelas
948 classificações

Martin Boehm

37.437 já se inscreveram

oferecido por

Programa de cursos integrados Implementação do composto de Marketing ou mix de MarketingIE Business SchoolIE Business School

Informações sobre o curso

22.123 visualizações recentes

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.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Certificados compartilháveis

Tenha o certificado após a conclusão

100% on-line

Comece imediatamente e aprenda em seu próprio cronograma.

Curso 2 de 5 no

Programa de cursos integrados Implementação do composto de Marketing ou mix de Marketing

Aprox. 14 horas para completar

Inglês

Sua empresa se beneficiaria do treinamento dos funcionários em habilidades sob demanda?

Experimente o Coursera for Business

Habilidades que você terá

Pricing
Psychology
Price Discrimination
Pricing Strategies

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Certificados compartilháveis

Tenha o certificado após a conclusão

100% on-line

Comece imediatamente e aprenda em seu próprio cronograma.

Curso 2 de 5 no

Programa de cursos integrados Implementação do composto de Marketing ou mix de Marketing

Aprox. 14 horas para completar

Inglês

Sua empresa se beneficiaria do treinamento dos funcionários em habilidades sob demanda?

Experimente o Coursera for Business

Instrutores

Classificação do instrutor

4,77/5 (102 classificações)

Martin Boehm

Professor of Marketing

Dean of IE Business School

50.181 aprendizes

2 Cursos

oferecido por

IE Business SchoolIE 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.

Veja como os funcionários das principais empresas estão se especializando em habilidades sob demanda

Saiba mais sobre o Coursera para Empresas

Programa - O que você aprenderá com este curso

Classificação do conteúdo91%(3,808 classificações)

Semana

Semana 1

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.

3 horas para concluir

12 vídeos (Total 51 mín.), 9 leituras, 4 testes

12 videos

Trailer46s

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

9 leituras

How to Price Your Products1min

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

Semana

Semana 2

5 horas para concluir

Determining Willingness to Pay

5 horas para concluir

9 vídeos (Total 53 mín.), 7 leituras, 2 testes

9 videos

The Pricing Simulation1min

Price Response Estimation3min

Market Data1min

Market Data Yogurt Example5min

Experiments6min

Expert Surveys3min

Customer Surveys7min

Customer Surveys Camera Example5min

Advanced (OPTIONAL): Conjoint Analysis18min

7 leituras

Willingness to pay – definition and meaning10min

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

Semana

Semana 3

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.

4 horas para concluir

11 vídeos (Total 75 mín.), 5 leituras, 3 testes

11 videos

What is Price Discrimination6min

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

5 leituras

Investopedia: What is Price Discrimination15min

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

Semana

Semana 4

3 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.

3 horas para concluir

9 vídeos (Total 36 mín.), 5 leituras, 1 teste

9 videos

Pricing Psychology3min

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?50s

5 leituras

Psychological Pricing: 4 Strategies, Examples and Tactics10min

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

Avaliações

4.6

211 avaliações

5 stars
73,20%
4 stars
21,09%
3 stars
3,79%
2 stars
0,94%
1 star
0,94%

Principais avaliações do ESTRATÉGIA DE PREÇOS

por HH4 de jan de 2021

Very good. But exams are looked little difficult to us who are not come from same field in work. I start to learn and none experience on it. But I like the most.

por BT19 de mar de 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 KS30 de jan de 2019

I am small hotel owner. This course really changed my attitude and perception towards pricing. I hope the knowledge I gained in this course is going to help me a lot. Thank you .

por SA28 de nov de 2016

Got great content. Helps in pricing-decision-making analytically as well. Very good examples and simulation. Enjoyed the course. Totally worth it.

Visualizar todas as avaliações

Sobre Programa de cursos integrados Implementação do composto de Marketing ou mix de Marketing

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

Quando terei acesso às palestras e às tarefas?
O acesso a palestras e tarefas depende do tipo de inscrição. Se você participar de um curso como ouvinte, você poderá ver quase todo o conteúdo do curso gratuitamente. Para acessar tarefas valendo nota e obter um Certificado, você precisará adquirir a experiência do Certificado, durante ou após a participação como ouvinte. Se você não vir a opção de participar como ouvinte:
o curso pode não oferecer essa opção. Você pode experimentar um teste gratuito ou solicitar o auxílio financeiro.
Em vez disso, o curso pode oferecer 'Curso completo, sem Certificado'. Com esta opção, é possível ver todo o conteúdo do curso, enviar as avaliações necessárias e obter uma nota final. Isso também significa que você não poderá comprar uma experiência de Certificado.
O que recebo ao me inscrever nesta Especialização?
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.
Existe algum auxílio financeiro disponível?
Sim. Em programas de aprendizado selecionados, você pode solicitar auxílio financeiro ou uma bolsa de estudos caso não consiga pagar a taxa de inscrição. Se o auxílio financeiro ou bolsa de estudos estiver disponível para a seleção do seu programa de aprendizado, você encontrará um link para se inscrever na página de descrição.

Mais dúvidas? Visite o Central de Ajuda ao estudante.

Desenvolva as habilidades dos funcionários e impulsione os resultados

Conheça o Coursera para Empresas

Estratégia de Preços

Informações sobre o curso

Habilidades que você terá