Informações sobre o curso
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Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível iniciante

Some familiarity with business is helpful, but not required.


Legendas: Inglês, Romeno

O que você vai aprender

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    How to apply knowledge of basic economics to make better pricing decisions

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    How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits

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    How to calculate three types of price elasticities to determine the impact of price on demand

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    How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.

Habilidades que você terá

Cost-Based PricingChannel and Direct-to-Consumer PricingPricing StrategiesPrice DiscriminationPrice Elasticity Of Demand

100% online

Comece imediatamente e aprenda em seu próprio cronograma.

Prazos flexíveis

Redefinir os prazos de acordo com sua programação.

Nível iniciante

Some familiarity with business is helpful, but not required.


Legendas: Inglês, Romeno

Programa - O que você aprenderá com este curso

3 horas para concluir

Pricing Fundamentals

Welcome to the first week of Cost and Economics in Pricing Strategy course! We'll begin our study of pricing by looking at some basic economic principles relevant to pricing, such as cost and cost variations and what that implies about the supply curve. Then we'll take a closer look at one pricing mechanism: auctions. You will never look at eBay the same!

13 vídeos ((Total 55 mín.)), 4 leituras, 3 testes
13 videos
Three Pricing Lenses4min
What to Expect This Week1min
Basic Metrics of Pricing: Margins and Markups5min
The Relationship Between Price and Quantity: Demand Schedules5min
The Relationship between Price and Quantity: Functional Form5min
Cost, Cost Variations and Supply Curves4min
Auctions as a Pricing Mechanism3min
English Auctions3min
Dutch Auctions3min
Sealed Bid Auctions6min
B2B Auctions7min
Module 1 Takeaways59s
4 leituras
Course Overview & Requirements10min
Using Discussion Forums to Deepen Your Learning10min
Top Ten Learner Tips10min
3 exercícios práticos
Practice Quiz on Basic Economics18min
Practice Quiz on Auctions12min
Week 1 Pricing Fundamentals Quiz36min
2 horas para concluir

Price Discrimination

This week we'll tackle three areas that will help you improve the effectiveness of your pricing strategy. First, we'll take a look at price discrimination and how to set prices for different customer segments to maximize profits. You'll learn about the price and margin waterfall and how creating one for your business can help identify "leaks" that you can prevent. Then we'll examine volume-based pricing, or pricing differently for different volumes to encourage consumption, of a consumer product: Heinz Ketchup. When we're done, you'll be very aware of the impact package size has on your own consumption--and how to use this knowledge to price products.

12 vídeos ((Total 40 mín.)), 1 leitura, 4 testes
12 videos
Cost-plus Pricing5min
Price Discrimination Based on Cost Variation4min
Price and Margin Waterfall4min
Product Line Pricing Principles4min
Product Line Pricing: Paper Towels6min
Product Line Pricing: Ketchup5min
Product Line Pricing: Principle 31min
Other Incentives That Lower Costs3min
Field Trip to Kroger's Ketchup Aisle: The Heinz Case1min
Heinz Case Debrief1min
Module 2 Takeaways54s
1 leituras
Case Study: Heinz Ketchup: Pricing the Product Line15min
4 exercícios práticos
Practice Quiz on Cost-plus Pricing15min
Quiz on the Heinz Case20min
Practice Quiz on Product Line Pricing15min
Week 2 Quiz on Price Discrimination30min
2 horas para concluir

Common Pricing Metrics: Elasticities

This week we'll dive deep into the world of demand modeling. We'll start with a brief overview of regressions--what they are, why they're useful and how to calculate them using Excel. Then you'll get a chance to use regressions as you learn about three types of elasticities--relationships between demand and price or other factors--and the drivers of these elasticities. We'll finish with a price optimization based on demand models--a truly useful method for pricing based on economic factors. By the end of this week, you'll be able to impress your colleagues and friends with your knowledge of mathematical models and how to use them to inform your pricing strategy!

13 vídeos ((Total 67 mín.)), 3 testes
13 videos
Calculating Regressions9min
Interpreting Regression Outputs5min
Price Elasticities8min
Cross-Price Elasticity6min
Income Elasticity4min
Drivers of Price Elasticity3min
Drivers of Price Elasticity: Market Share4min
Drivers of Price Elasticity: Competitors' Prices4min
Calculus: Taking a Derivative3min
Price Optimization Considering Demand8min
Price Optimization Example4min
Module 3 Takeaways1min
3 exercícios práticos
Practice Quiz: Regressions12min
Practice Quiz on Price Elasticities15min
Week 3 Quiz on Price Elasticities30min
5 horas para concluir

Channel and Direct-to-Consumer Pricing

Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy!

16 vídeos ((Total 77 mín.)), 1 leitura, 5 testes
16 videos
Double Marginalization9min
Channel Pricing3min
Using Time Value of Money to Evaluate a Project3min
Using Time Value of Money to Compare Different Projects4min
Customer Lifetime Value (CLV)8min
Measuring CLV3min
Measuring CLV Examples7min
Purchase Occasion Probabilities9min
Case Application: Retail Relay Intro1min
Case Application: Retail Relay Debrief1min
Marginal Cost Pricing Defined2min
Marginal Cost Pricing Airline Industry Example5min
Peak Load Pricing3min
Index-Based Pricing5min
Module 4 Takeaways1min
1 leituras
Case Study: Retail Relay10min
4 exercícios práticos
Retail Relay Case Quiz20min
Practice Quiz on Double Marginalization, Time Value of Money, and CLV15min
Practice Quiz on Pricing Methods15min
Week 4 Quiz on Channel and Direct-to-Consumer Pricing30min
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Principais avaliações do Cost and Economics in Pricing Strategy

por MPMay 8th 2018

Concepts in this course are challenging but the class is setup for students to succeed. I really enjoyed this course and would recommend it to anyone looking to learn more about pricing strategy.

por AGApr 6th 2018

Even if you are familiar with the basics of microeconomics, and cost structures, this course combines it all together to provide a new perspective of using these models and concepts in pricing.



Jean Manuel Izaret

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

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice

Ronald T. Wilcox

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

Sobre Universidade da Virgínia

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....

Sobre BCG

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

Sobre o Programa de cursos integrados Pricing Strategy Optimization

In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from 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

Perguntas Frequentes – FAQ

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  • 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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