Buy Now AED 274.99 + VAT

Monthly Subscription Starting at AED 99 + VAT

Pricing Strategy
  • Level Foundation
  • المدة 14 ساعات hours
  • الطبع بواسطة IE Business School
  • Offered by

عن

Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn. Along this course, you will learn pricing strategy key concepts such as pricing psychology, price discrimination, willingness to pay of customers, optimal price and price elasticity. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life. After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can influence customers in order to drive the highest possible price for your product.

الوحدات

Importance and Complexity of Pricing

    • 4 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz on the Importance of Pricing

4 Videos

  • Trailer
  • Introduction to the course
  • Importance of Pricing
  • Pricing Complexity

1 Readings

  • How to Price Your Products

Pricing Approaches

    • 5 Videos
    • 4 Readings
Show info about module content

5 Videos

  • Pricing Approaches
  • Cost Based Pricing
  • Cost Based Pricing Printer Example
  • Competition Based Pricing
  • Customer Based Pricing

4 Readings

  • The Pricing Strategy: How To Find The Right Price
  • £1100 for a hamburger?
  • Methods to Price Your Product
  • Pricing Fashion with Science

Price Elasticity and Optimal Prices

    • 3 Videos
    • 2 Readings
    • 3 Assignment
Show info about module content

3 Assignment

  • Practice Quiz on Price Elasticity
  • Practice Quiz for Optimal Price
  • Module 1 Graded Assessment

3 Videos

  • Price Elasticity
  • Optimal Price
  • Expert Interviews: Felix Krohn of Wolters Kluwer

2 Readings

  • Price Elasticity of Demand
  • Pricing New Products

Estimating the Price Response Curve

    • 2 Videos
    • 2 Readings
    • 1 Discussion
    • 1 ExternalTool
Show info about module content

1 External Tool

  • Link to the Pricing Simulation

1 Discussions

  • Results of the Pricing Simulation

2 Videos

  • The Pricing Simulation
  • Price Response Estimation

2 Readings

  • Willingness to pay – definition and meaning
  • Measuring Willingness-to-Pay

Determining Willingness to Pay using Observations

    • 3 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz on Price Experiments

3 Videos

  • Market Data
  • Market Data Yogurt Example
  • Experiments

1 Readings

  • Experiments in Pricing

Determining Willingness to Pay using Surveys

    • 3 Videos
    • 2 Readings
Show info about module content

3 Videos

  • Expert Surveys
  • Customer Surveys
  • Customer Surveys Camera Example

2 Readings

  • Best practices for every step of survey creation
  • 14 Best Online Survey Tools and Apps

Review of Willingness to Pay

    • 1 Videos
    • 1 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 2 Graded Assessment

1 Videos

  • Advanced Conjoint Analysis

1 Readings

  • A Review of Methods for Measuring Willingness-to-Pay

Introduction to Price Discrimination

    • 3 Videos
    • 3 Readings
Show info about module content

3 Videos

  • What is Price Discrimination
  • Forms of Price Discrimination
  • Expert Interviews: Alejandro Hermo of Burger King

3 Readings

  • Investopedia: What is Price Discrimination
  • Price Differentiation
  • Pay-per-laugh: Customers charged exactly for what they "consume"

Price Discrimination based on Self-Selection

    • 5 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz on Bundling

5 Videos

  • Product Versioning - Complements
  • Product Versioning - Substitutes
  • Bundling
  • Mixed Bundling Telecommunications Example
  • Purchase Quantity

Price Discrimination based on Customer Characteristics

    • 3 Videos
    • 1 PeerReview
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 3 Graded Assessment

1 Peer Review

  • Ungraded peer-reviewed assignment on price discrimination

3 Videos

  • Buyer Identification
  • Purchase Location
  • Time of Purchase

Pricing and the Perception of Quality

    • 2 Videos
    • 1 Readings
Show info about module content

2 Videos

  • Pricing Psychology
  • Pricing experiments: Price as a quality indicator

1 Readings

  • Psychological Pricing: 4 Strategies, Examples and Tactics

Framing and Consumer Choice

    • 3 Videos
Show info about module content

3 Videos

  • Price Anchoring
  • Pricing experiments: The Decoy Effect
  • Prospect Theory

Price Endings

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • Price Endings

1 Readings

  • Price Endings' Field Experiments Results

Payment and Price Perception

    • 1 Videos
    • 1 Readings
Show info about module content

1 Videos

  • The Pain of Paying

1 Readings

  • Pain of Paying – Everything You Need to Know

Conclusion and Last Quiz

    • 2 Videos
    • 1 Assignment
Show info about module content

1 Assignment

  • Module 4 Graded Assessment

2 Videos

  • Brief of the course
  • Ready to continue on this journey?

Auto Summary

"Pricing Strategy," offered by Coursera, is a foundational course in Sales & Marketing led by IE Professor and Business School Dean, Martin Boehm. Over four comprehensive modules, you'll explore critical concepts such as pricing psychology, price discrimination, and optimal pricing. Designed for practical application, this 840-minute course enables professionals to formulate effective pricing strategies, enhancing their firm's profitability. Subscription options include Starter, Professional, and Paid tiers, making it accessible for learners at various levels. Ideal for those looking to deepen their understanding of pricing dynamics and competitive reactions.

Martin Boehm
Instructor

Martin Boehm