Informações sobre o curso
4.8
78 classificações
9 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. 17 horas para completar

Sugerido: 4 weeks of study, 2-4 hours per week...
Idiomas disponíveis

Inglês

Legendas: Inglês...

O que você vai aprender

  • Check

    Market and competition applications in product pricing

  • Check

    How to utilize game theory to influence market pricing

  • Check

    How to leverage competitor pricing models and knowledge of the product lifecycle to price products

  • Check

    Strategies for price discrimination in competitive markets

Habilidades que você terá

Competitor Pricing ModelsPricing StrategiesPricing to CompetitionPrice DiscriminationMarket Segmentation
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. 17 horas para completar

Sugerido: 4 weeks of study, 2-4 hours per week...
Idiomas disponíveis

Inglês

Legendas: Inglês...

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
3 horas para concluir

Understanding the Playing Field

Welcome! Competitive pricing is all about setting prices based on what companies with similar products and services charge. To use this approach effectively, you have to understand the playing field. In particular, you need to know general legal parameters that guide competition in the market place. In this module, you'll get basic background knowledge so that you can use market knowledge in your pricing strategy and still stay on the right side of antitrust law. Then Thomas will join you to introduce the competitive pricing framework , which you can use to assess pricing options, anticipate your competitors' pricing strategy, and determine whether to price to competition or to elasticity....
Reading
10 vídeos (Total de 43 min), 3 leituras, 3 testes
Video10 videos
Three Lenses4min
Course Introduction2min
Legal Structures Related to Pricing4min
The Sherman Antitrust Act4min
The Clayton Act4min
The Robinson-Patman Act3min
Common Practices & Shifts in Interpretation6min
Competitive Framework7min
Week 1 Takeaways1min
Reading3 leituras
Course Overview & Requirements10min
Survey10min
Using Discussion Forums to Deepen Your Learning10min
Quiz3 exercícios práticos
Practice Quiz on Legal Aspects of Pricing24min
Practice Quiz on the Competitive Framework6min
Week 1 Quiz on Understanding the Playing Field36min
Semana
2
Horas para completar
2 horas para concluir

Predicting Competitive Reactions

Now that you know more about the playing field, let's take a look at how to predict competitive reactions. Thomas will show you value mapping, a tool that yields valuable insights into the value-price relationship relative to your competitors, and how to apply it in a real-world example. Then you'll dive into game theory, a field with many applications. Here, you'll use it anticipate and respond to price competition so that you can cooperate and compete without colluding....
Reading
10 vídeos (Total de 46 min), 3 testes
Video10 videos
Value Mapping5min
Value Mapping: Sandisk vs PNY5min
Introduction to Game Theory2min
The Prisoner's Dilemma5min
The Evolution of Cooperation8min
Signaling Games4min
Extensive Form Signaling Games7min
Gas Wars and Takeaways4min
Week 2 Takeawaysmin
Quiz3 exercícios práticos
Practice Quiz on Value Mapping9min
Practice Quiz on Game Theory21min
Week 2 Quiz on Predicting Competitive Reactions36min
Semana
3
Horas para completar
3 horas para concluir

Disrupting Markets and Engaging in "Coopetition"

Disrupting competition and engaging in "coopetition" can benefit all players in the market--but not all the time. Using knowledge from game theory and pricing models can help you understand when this strategy can be beneficial. Thomas will introduce two competitor pricing models--price moves and price wars--and show you how to use these models to predict and respond to competitors. Then Ron will show you various strategies to optimize prices through the four phases of the product life cycle, from disruptive to declining products. Then you will use the SmartOps case to apply your knowledge of "coopetition" to analyze a real-world pricing decision....
Reading
13 vídeos (Total de 57 min), 1 leitura, 3 testes
Video13 videos
Competitor Pricing Models3min
Competitive Price Moves: Understand Competitive Dynamics9min
Competitive Price Moves: Assess Your Options6min
Competitive Price Moves: Choose and Execute Best Move4min
Price Wars6min
Pricing through the Product Life Cycle6min
Pricing in the Growth Phase3min
Pricing in the Maturity Phase6min
Pricing in the Decline Phase5min
Case Introduction: SmartOps2min
Case Debrief: SmartOps1min
Week 3 Takeaways1min
Reading1 leituras
Case Study: SmartOps Corporation: Forging Smart Alliances?10min
Quiz3 exercícios práticos
Practice Quiz on Competitor Pricing Models18min
Practice Quiz on Pricing through the Product Life Cycle12min
Week 3 Quiz on Disrupting Markets and Engaging in Coopetition36min
Semana
4
Horas para completar
4 horas para concluir

Implementing Price Discrimination in Competitive Markets

Price discrimination--selling the same product to different market segments at different prices--allows companies to optimize profits, even in competitive markets. It begins with customer segmentation, and Ron will show you practical segmentation strategies for both B2B and B2C contexts. Then you'll learn how to apply the Weber-Fechner Law, which sounds complicated, but is actually quite intuitive and useful when pricing quality-differentiated product lines. Finally, you'll learn the basics of bundle pricing and how to create economically sound bundles....
Reading
10 vídeos (Total de 60 min), 5 testes
Video10 videos
Customer Segmentation Strategies10min
B2B Segmentation Strategies5min
Weber-Fechner Law of Pricing4min
Weber-Fechner and Pricing9min
Pricing Your Least Expensive Products4min
Pricing Your Most Expensive Products3min
Bundle Pricing9min
Creating Economically Sound Pricing Bundles9min
Week 4 Takeaways1min
Quiz4 exercícios práticos
Practice Quiz on Customer Segmentation Strategies9min
Practice Quiz on Product Line Pricing12min
Practice Quiz on Bundle Pricing9min
Week 4 Quiz on Implementing Price Discrimination in Competitive Markets36min
4.8

Melhores avaliações

por RSJun 21st 2017

Great course, great specialization. A very nice presentation of the Market and Competition lens - legal, game theory and cooperation through competition, all come together very nicely in this course.

por MASep 27th 2017

Excellent course with a lot of practical examples and great learning.

Instrutores

Avatar

Jean Manuel Izaret

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

Ronald T. Wilcox

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

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice

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

The 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 The 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

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