Informações sobre o curso
4.5
60 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 intermediário

Nível intermediário

Some familiarity with business is helpful, but not required.

Horas para completar

Aprox. 10 horas para completar

Sugerido: 4 weeks of study, 3-5 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

O que você vai aprender

  • Check

    How to use the three lenses to set an optimal strategic price to maximize revenue

  • Check

    How to approach a pricing case, glean information, and work through a complicated pricing decision

  • Check

    How to utilize tools and data to analyze and recommend a strategic response to a real world pricing situation

Habilidades que você terá

Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics
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 intermediário

Nível intermediário

Some familiarity with business is helpful, but not required.

Horas para completar

Aprox. 10 horas para completar

Sugerido: 4 weeks of study, 3-5 hours/week...
Idiomas disponíveis

Inglês

Legendas: Inglês

Programa - O que você aprenderá com este curso

Semana
1
Horas para completar
3 horas para concluir

Retail Market Dynamics

Welcome to the course! We'll kick off the week with an overview of the project, which centers around Philips introduction of an eco-friendly light bulb. Once you've read the case, Thomas and Ron will guide you as you apply the cost lens to analyze the economics of the LED light bulb Philips has introduced to the market. After you've analyzed the economics of the case, Ron and Thomas will debrief to make sure you are on the right track. You will also hear from BCG pricing experts, who will share their lessons and tips gleaned from years of helping clients in multiple industries optimize their prices and improve the bottom line. ...
Reading
15 vídeos (total de (Total 60 mín.) min), 5 leituras, 3 testes
Video15 videos
Three Lenses4min
Course Overview4min
Developing the Three Lens Framework2min
Using the Three Lenses8min
Knowledge Is Not Enough3min
Case Introduction1min
Assignment 1 Introduction4min
Review: Basic Metrics of Pricing: Margins and Markups5min
Calculating Power Usage and Cost3min
Assignment Debrief: Superbulb Failure3min
Assignment Debrief: LED Price Considerations3min
Assignment Debrief: Retailer Margin Justification5min
Assignment Debrief: Customer Economics4min
The Myth of the Invisible Hand2min
Reading5 leituras
Course Overview & Requirements10min
Survey10min
Philips: Pricing the LED Bulb (A)10min
Week 1 Case Questions10min
Case-based Learning at Darden12min
Quiz3 exercícios práticos
Superbulb Economics20min
LED Price Considerations20min
Customer Economics20min
Semana
2
Horas para completar
2 horas para concluir

Customer Value and Conjoint Analysis

This week, we will dig deeper into customer value using conjoint analysis to determine the price sensitivity of consumers and businesses. Thomas and Ron will show you how to graph the conjoint data to easily compare these two markets--and you'll do additional analysis of the conjoint data to learn more about what consumers value. Using your analysis, you'll hone your pricing recommendation....
Reading
8 vídeos (total de (Total 36 mín.) min), 1 leitura, 2 testes
Video8 videos
Conjoint Analysis: Steps 1 – 38min
Conjoint Analysis: Step 4 and Product Preferences7min
Attribute Trade-offs2min
Attribute Importances4min
Conjoint Analysis: Willingness to Pay5min
Assignment Debrief: Learning about the Market Using Conjoint Analysis3min
Assignment Debrief: Calculating WTP Using Conjoint3min
Reading1 leituras
Week 2 Case Questions10min
Quiz2 exercícios práticos
Learning about the Market30min
Calculating WTP Using Conjoint45min
Semana
3
Horas para completar
5 horas para concluir

Price Recommendation

This week, you will pull everything together to make a pricing recommendation for Philips. You will recommend which markets they should serve (B2B, B2C, or both) and how they should price their LED bulbs. You'll learn how to lay out your thought process and rationale in a tightly edited slide deck that presents your recommendations in a compelling way....
Reading
2 vídeos (total de (Total 8 mín.) min), 1 teste
Video2 videos
Assignment 3 Debrief1min
Semana
4
Horas para completar
3 horas para concluir

Curveball

This week, you will respond to new developments in the LED light bulb market: a new competitor and new regulations. Just like in real life, you'll need to adjust your strategy when the competitive landscape changes and new regulations emerge and reconsider the retail marketplace and reevaluate the B2B market. You'll also head out into your own "real world" and do some detective work about the LED bulb market in your area and relate those finding to the case. We'll finish the course with BCG pricing experts sharing their insights into what makes pricing such a rewarding field. ...
Reading
15 vídeos (total de (Total 67 mín.) min), 2 leituras, 1 teste
Video15 videos
Signaling Games4min
Extensive Form Signaling Games7min
Gas Wars and Takeaways4min
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
Assignment 4 Debrief1min
The Three Lenses Across Industries4min
The Art and Science of Pricing3min
A Career in Pricing3min
Why I Love Pricing3min
Course Conclusion30s
Reading2 leituras
Philips: Pricing the LED Bulb (B)30min
Week 4 Case Questions10min
Quiz1 exercício prático
Responding to Competitor Moves30min
4.5
9 avaliaçõesChevron Right

Melhores avaliações

por UEJun 12th 2017

An excellent specialisation - I enjoyed every minute of it. Good teachers, well thought through material presented with some humour.

por OOJul 24th 2018

Very insightful course, I am very happy I came across this.

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
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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

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

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