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Market and Competition in Pricing Strategy
  • Level Foundation
  • Duration 12 hours
  • Course by University of Virginia
  • Offered by

About

If you haven’t considered what the competition is charging, you may not be maximizing your revenue. Spend time analyzing the market and you can influence price and improve margins. In this course, we'll show you how to implement competitive pricing and avoid common legal pitfalls of market-based pricing. You will also learn how to predict, influence and respond to competitors’ pricing moves. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of market-based pricing and how to use it to capture more revenue.

Modules

Welcome to the Specialization! (optional for those who have already seen these videos)

    • 2 Videos
    • 1 Discussion
Show info about module content

1 Discussions

  • Which lens seems most applicable to your work?

2 Videos

  • Pricing Specialization Overview
  • Three Lenses

Welcome to the Course!

    • 1 Videos
    • 3 Readings
    • 1 Discussion
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1 Discussions

  • Meet and Greet

1 Videos

  • Course Introduction

3 Readings

  • Course Overview & Requirements
  • Survey
  • Using Discussion Forums to Deepen Your Learning

Legal Aspects of Pricing

    • 5 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz on Legal Aspects of Pricing

5 Videos

  • Legal Structures Related to Pricing
  • The Sherman Antitrust Act
  • The Clayton Act
  • The Robinson-Patman Act
  • Common Practices & Shifts in Interpretation

Pricing in Competitive Markets

    • 2 Videos
    • 1 Discussion
    • 2 Assignment
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2 Assignment

  • Practice Quiz on the Competitive Framework
  • Week 1 Quiz on Understanding the Playing Field

1 Discussions

  • Which price strategy does your company use?

2 Videos

  • Competitive Framework
  • Week 1 Takeaways

Value Mapping

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

1 Assignment

  • Practice Quiz on Value Mapping

1 Discussions

  • Other examples that match Sandisk vs PNY?

3 Videos

  • Week 2 Introduction
  • Value Mapping
  • Value Mapping: Sandisk vs PNY

Game Theory

    • 7 Videos
    • 2 Assignment
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2 Assignment

  • Practice Quiz on Game Theory
  • Week 2 Quiz on Predicting Competitive Reactions

7 Videos

  • Introduction to Game Theory
  • The Prisoner's Dilemma
  • The Evolution of Cooperation
  • Signaling Games
  • Extensive Form Signaling Games
  • Gas Wars and Takeaways
  • Week 2 Takeaways

Competitor Pricing Models

    • 6 Videos
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Practice Quiz on Competitor Pricing Models

1 Discussions

  • Price Wars You Have Known

6 Videos

  • Week 3 Introduction
  • 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

Pricing through the Product Life Cycle

    • 7 Videos
    • 1 Readings
    • 1 Discussion
    • 2 Assignment
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2 Assignment

  • Practice Quiz on Pricing through the Product Life Cycle
  • Week 3 Quiz on Disrupting Markets and Engaging in Coopetition

1 Discussions

  • SmartOps: Should they trust SAP and sign the contract?

7 Videos

  • Pricing through the Product Life Cycle
  • Pricing in the Growth Phase
  • Pricing in the Maturity Phase
  • Pricing in the Decline Phase
  • Case Introduction: SmartOps
  • Case Debrief: SmartOps
  • Week 3 Takeaways

1 Readings

  • Case Study: SmartOps Corporation: Forging Smart Alliances?

Customer Segmentation Strategies

    • 3 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz on Customer Segmentation Strategies

3 Videos

  • Week 4 Introduction
  • Customer Segmentation Strategies
  • B2B Segmentation Strategies

Product Line Pricing

    • 4 Videos
    • 1 Assignment
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1 Assignment

  • Practice Quiz on Product Line Pricing

4 Videos

  • Weber-Fechner Law of Pricing
  • Weber-Fechner and Pricing
  • Pricing Your Least Expensive Products
  • Pricing Your Most Expensive Products

Bundle Pricing

    • 3 Videos
    • 2 Assignment
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2 Assignment

  • Practice Quiz on Bundle Pricing
  • Week 4 Quiz on Implementing Price Discrimination in Competitive Markets

3 Videos

  • Bundle Pricing
  • Creating Economically Sound Pricing Bundles
  • Week 4 Takeaways

Assignment: Market Competition in Backpack Land

    • 1 Discussion
    • 1 PeerReview
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1 Peer Review

  • Market Competition in Backpack Land

1 Discussions

  • Additional Competitive Intelligence

Auto Summary

"Market and Competition in Pricing Strategy" focuses on leveraging market analysis to enhance pricing strategies and revenue. Developed by Darden School of Business and taught by top experts, this foundational course covers competitive pricing, legal considerations, and predicting competitor moves. Available on Coursera, it offers 720 minutes of content with Starter and Professional subscription options, ideal for Sales & Marketing professionals looking to deepen their pricing knowledge.

Jean Manuel Izaret
Instructors

Jean Manuel Izaret

Ronald T. Wilcox
Instructors

Ronald T. Wilcox

Thomas Kohler
Instructors

Thomas Kohler