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Pricing Strategy in Practice
  • Level Professional
  • المدة 13 ساعات hours
  • الطبع بواسطة University of Virginia
  • Offered by

عن

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 from this Darden School of Business at the University of Virginia and Boston Consulting Group course.

الوحدات

Welcome to the Specialization (optional review material)

    • 2 Videos
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2 Videos

  • Pricing Specialization Overview
  • Three Lenses

Welcome to the course!

    • 4 Videos
    • 2 Readings
    • 1 Discussion
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1 Discussions

  • Connect with your classmates!

4 Videos

  • Course Overview
  • Developing the Three Lens Framework
  • Using the Three Lenses
  • Knowledge Is Not Enough

2 Readings

  • Course Overview & Requirements
  • Survey

Getting Started

    • 4 Videos
    • 3 Readings
    • 1 Discussion
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1 Discussions

  • Beginning your case analysis

4 Videos

  • Case Introduction
  • Assignment 1 Introduction
  • Review: Basic Metrics of Pricing: Margins and Markups
  • Calculating Power Usage and Cost

3 Readings

  • Philips: Pricing the LED Bulb (A)
  • Week 1 Case Questions
  • Case-based Learning at Darden

Quizzes and Assignment Debrief

    • 4 Videos
    • 1 Discussion
    • 3 Assignment
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3 Assignment

  • Superbulb Economics
  • LED Price Considerations
  • Customer Economics

1 Discussions

  • Is the 55% retailer margin justified?

4 Videos

  • Assignment Debrief: Superbulb Failure
  • Assignment Debrief: LED Price Considerations
  • Assignment Debrief: Retailer Margin Justification
  • Assignment Debrief: Customer Economics

Perspectives from BCG

    • 1 Videos
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1 Videos

  • The Myth of the Invisible Hand

Analyzing and Using Conjoint Data

    • 1 Videos
    • 1 Readings
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1 Videos

  • Assignment 2 Introduction

1 Readings

  • Week 2 Case Questions

Optional Review Videos from the Customer Value Course

    • 5 Videos
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5 Videos

  • Conjoint Analysis: Steps 1 – 3
  • Conjoint Analysis: Step 4 and Product Preferences
  • Attribute Trade-offs
  • Attribute Importances
  • Conjoint Analysis: Willingness to Pay

Quizzes and Assignment Debrief

    • 2 Videos
    • 2 Assignment
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2 Assignment

  • Learning about the Market
  • Calculating WTP Using Conjoint

2 Videos

  • Assignment Debrief: Learning about the Market Using Conjoint Analysis
  • Assignment Debrief: Calculating WTP Using Conjoint

Creating a Pricing Recommendation

    • 1 Videos
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1 Videos

  • Assignment 3 Introduction

Assignment Debrief

    • 1 Videos
    • 1 PeerReview
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1 Peer Review

  • Recommend a Strategy for Philips

1 Videos

  • Assignment 3 Debrief

Responding to New Information

    • 1 Videos
    • 2 Readings
    • 1 Discussion
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1 Discussions

  • If Philips enters the B2C market...

1 Videos

  • Assignment 4 Introduction

2 Readings

  • Philips: Pricing the LED Bulb (B)
  • Week 4 Case Questions

Optional Review Videos from the Market and Competition Course

    • 8 Videos
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8 Videos

  • Signaling Games
  • Extensive Form Signaling Games
  • Gas Wars and Takeaways
  • Competitor Pricing Models
  • Competitive Price Moves: Understand Competitive Dynamics
  • Competitive Price Moves: Assess Your Options
  • Competitive Price Moves: Choose and Execute Best Move
  • Price Wars

Quiz and Assignment Debrief

    • 1 Videos
    • 1 Discussion
    • 1 Assignment
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1 Assignment

  • Responding to Competitor Moves

1 Discussions

  • What did you see in your local market?

1 Videos

  • Assignment 4 Debrief

Perspectives from BCG

    • 5 Videos
    • 1 Discussion
Show info about module content

1 Discussions

  • Update your resume!

5 Videos

  • The Three Lenses Across Industries
  • The Art and Science of Pricing
  • A Career in Pricing
  • Why I Love Pricing
  • Course Conclusion

Auto Summary

"Pricing Strategy in Practice" is a professional-level course in Sales & Marketing, taught by Darden's Ron Wilcox and BCG's Thomas Kohler. It focuses on real-world pricing cases, from problem statement to market adjustments. Learners will use cost, customer value, and competition lenses to set optimal prices, enhancing their portfolio with practical skills. Offered by Coursera, the course spans 780 minutes and is available with a Starter subscription. Ideal for professionals seeking to master profit-maximizing pricing strategies.

Jean Manuel Izaret
Instructors

Jean Manuel Izaret

Ronald T. Wilcox
Instructors

Ronald T. Wilcox

Thomas Kohler
Instructors

Thomas Kohler