Informações sobre o curso
4.8
112 classificações
18 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.
Nível iniciante

Nível iniciante

Some familiarity with business is helpful, but not required.

Horas para completar

Aprox. 19 horas para completar

Sugerido: 4 week so study, 2-4 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

O que você vai aprender

  • Check

    Customer value applications in pricing products

  • Check

    How to leverage core value-based pricing techniques to inform pricing decisions

  • Check

    How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)

  • Check

    Consumer psychology applications in setting prices beneficial to both consumers and sellers

Habilidades que você terá

Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology
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.
Nível iniciante

Nível iniciante

Some familiarity with business is helpful, but not required.

Horas para completar

Aprox. 19 horas para completar

Sugerido: 4 week so study, 2-4 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
3 horas para concluir

Understanding Customer Value

Welcome to Week 1! We kick off the week with an overview of the course so that you'll know what to expect with an optional review of the specialization and three pricing lenses (watch these if you want a refresher). Then we'll dive into the content! This week, you'll learn about customer value--what it is and its relevance to pricing. You'll see how consumers make decisions--and why knowing consumers' willingness to pay is so important when setting a product's price. Next, we'll take a look at customer value in developing economies and how and why companies succeed (or not!) with value-based pricing in these markets. You'll finish the week with a solid understanding of "customer value" and how that impacts pricing strategy....
Reading
13 vídeos (total de (Total 71 mín.) min), 3 leituras, 3 testes
Video13 videos
Three Lenses4min
Week 1 & Course Introduction2min
Consumer Decision Process: Involvement and Visibility3min
Mapping Purchase Processes10min
Customer Value and Value Drivers5min
Differentiating Customer Value by Customer Segment4min
Willingness to Pay and Demand Curves8min
Serving Consumers in Developing Economies8min
Story of Nano8min
Story of Ala9min
Pricing Strategies for Developing Economies1min
Week 1 Takeaways59s
Reading3 leituras
Course Overview & Requirements10min
Survey10min
Using Discussion Forums to Deepen Your Learning10min
Quiz3 exercícios práticos
Practice Quiz on Customer Value Basics21min
Practice Quiz on Customer Value in Developing Economies12min
Week 1 Understanding Customer Value Quiz30min
Semana
2
Horas para completar
2 horas para concluir

Implementing Value-based Pricing

Now that you have an understanding of customer value, let's dive into value-based pricing in greater depth. This week, we'll show you how to price to the demand curve using three tools: the price piano, the price ladder, and incentive curves. We'll take a look at customer value drivers in a B2B context and walk through a process to price a new product. Then Ron and Thomas will show you how price elasticity plays into value-based pricing. Implementing value-based pricing requires detailed analysis. Let's get started!...
Reading
11 vídeos (total de (Total 62 mín.) min), 4 testes
Video11 videos
Price to Demand Curve6min
Application of Price to Demand Curve: Price Piano6min
Application of Price to Demand Curve: Price Ladder6min
Application of Price to Demand Curve: Incentive Curves4min
Customer Value Drivers in a B2B Context3min
Value-based Price Setting for a New Product: Steps 1&26min
Value-based Price Setting for a New Product: Steps 3-510min
Price Elasticity: Intersection of Economics and Customer Value 17min
Price Elasticity: Intersection of Economics and Customer Value 26min
Week 2 Takeaways41s
Quiz4 exercícios práticos
Practice Quiz on Pricing to the Demand Curve18min
Practice Quiz on Pricing New Products9min
Practice Quiz on Pricing Based on Economics and Customer Value2min
Week 2 Implementing Value-based Pricing Quiz36min
Semana
3
Horas para completar
4 horas para concluir

Measuring Customer Preferences

As you learned in Week 1, understanding customer willingness to pay (WTP) is critical for effective pricing. This week, we'll show you two ways to measure willingness to pay: surveys and conjoint analysis. You'll see how one company, Adios Junk Mail, used surveys to better understand WTP. Conjoint is a terrific tool, and we'll walk you through how it's used to determine product preferences and prices. You'll finish the week with a solid understanding of how to measure customer preferences and use this information in your pricing strategy....
Reading
15 vídeos (total de (Total 67 mín.) min), 1 leitura, 4 testes
Video15 videos
Obtaining Willingness to Pay from Surveys6min
Interpreting Combined Survey Data6min
Case Intro: Adios Junk Mail58s
Case Debrief: Adios Junk Mail1min
Conjoint Analysis Applications4min
Why Conjoint?4min
Conjoint Analysis: Steps 1-38min
Conjoint Analysis: Step 4 and Product Preferences7min
Attribute Trade-offs2min
Attribute Importances4min
Conjoint Analysis: Willingness to Pay5min
Conjoint Analysis: Other Ways to Interpret Data3min
Conjoint Analysis: Propensity Modeling7min
Week 3 Takeaways1min
Reading1 leituras
Case: Adios Junk Mail30min
Quiz4 exercícios práticos
Adios Junk Mail: Case Quiz15min
Practice Quiz on Obtaining WTP from Surveys12min
Practice Quiz on Conjoint Analysis18min
Week 3 Measuring Customer Preferences Quiz36min
Semana
4
Horas para completar
5 horas para concluir

Considering the Human Nature of Customers

Last week you considered pricing using a rational utility model. But humans are not always rational beings--and your pricing strategy needs to consider other behavioral drivers. We'll look at the psychology behind consumer purchase decisions and the mental accounting that impacts those decisions. Next we'll consider consumer price perceptions and ways to frame prices and create better deals and discount plans that work for both the consumer and the seller. Then, we'll take a look at two real-world cases, the Portland Trailblazers and Fidelity Investments so that you can practice using tools from throughout the course in a real-world case. You'll finish the course with fresh insights into value-based pricing and its applications....
Reading
15 vídeos (total de (Total 78 mín.) min), 1 leitura, 5 testes
Video15 videos
Mental Accounting and Price Perceptions6min
Money Is Not Money4min
What We Can Learn from Ginsu Knives6min
Integrating Losses7min
Minimizing Losses and Give a Win with a Loss6min
Considering Consumer Price Perceptions: The Framing Effect4min
Gain and Loss Frames in Pricing2min
The Pain of Paying3min
Separate the Pain of Paying from Consumption6min
Anchoring and Price Primacy5min
Visual Tricks, Free as a Special Price, and Hedonic Bundling9min
Price Decoy6min
Applying the Customer Value Lens: Subscription Pricing4min
Week 4 Takeaways & Course Wrap-up1min
Reading1 leituras
Case Debrief Videos10min
Quiz4 exercícios práticos
Practice Quiz on Mental Accounting8min
Practice Quiz on Consumer Price Perceptions9min
Practice Quiz on Mental Shortcuts that Affect Pricing10min
Week 4 Consumer Psychology Quiz30min
4.8
18 avaliaçõesChevron Right

Melhores avaliações

por VYFeb 19th 2018

The instructors use the real world scenarios in the simplest possible way to be understood , and tell you the to the point concepts involved in these business scenarios

por RSJun 5th 2017

Wonderful course! If I had some idea how to price regarding economic concepts - then this course gives me completely new very practical methodologies!

Instrutores

Avatar

Jean Manuel Izaret

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

Associate Director, Pricing
Marketing, Sales & Pricing Practice
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Ronald T. Wilcox

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

Sobre University of Virginia

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 bcg.com....

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

  • 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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