In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess.
Este curso faz parte do Programa de cursos integrados Pricing Strategy Optimization
Pricing Strategy in Practice
oferecido por
Universidade da Virgínia
BCG
Informações sobre o curso
4.6
72 classificações
O que você vai aprender
How to use the three lenses to set an optimal strategic price to maximize revenue
How to approach a pricing case, glean information, and work through a complicated pricing decision
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 - O que você aprenderá com este curso
Semana
13 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.
15 vídeos (total de (Total 60 mín.) min), 5 leituras, 3 testes
15 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
5 leituras
Course Overview & Requirements10min
Survey10min
Philips: Pricing the LED Bulb (A)10min
Week 1 Case Questions10min
Case-based Learning at Darden12min
3 exercícios práticos
Superbulb Economics20min
LED Price Considerations20min
Customer Economics20min
Semana
22 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.
8 vídeos (total de (Total 36 mín.) min), 1 leitura, 2 testes
8 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
1 leituras
Week 2 Case Questions10min
2 exercícios práticos
Learning about the Market30min
Calculating WTP Using Conjoint45min
Semana
35 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.
2 vídeos (total de (Total 8 mín.) min), 1 teste
Semana
43 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.
15 vídeos (total de (Total 67 mín.) min), 2 leituras, 1 teste
15 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
2 leituras
Philips: Pricing the LED Bulb (B)30min
Week 4 Case Questions10min
1 exercício prático
Responding to Competitor Moves30min
Melhores avaliações
Very Insightful Specialization Course. The contents and delivery are helpful in understanding pricing strategy and being able to apply the skills.
An excellent specialisation - I enjoyed every minute of it. Good teachers, well thought through material presented with some humour.
Instrutores
Jean Manuel Izaret
Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Ronald T. Wilcox
NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree ProgramsMarketing
Thomas Kohler
Associate Director, PricingMarketing, Sales & Pricing Practice
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 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.
Perguntas Frequentes – FAQ
Quando terei acesso às palestras e às tarefas?
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.
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.
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