The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales--if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we'll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. 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 value-based pricing and how to use it to capture more revenue.
Dieser Kurs ist Teil der Spezialisierung Spezialisierung Pricing Strategy Optimization
von
University of Virginia
BCG
Spezialisierung Pricing Strategy OptimizationUniversity of VirginiaÜber diesen Kurs
37,467 kürzliche Aufrufe
Karriereergebnisse der Lernenden
50%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
50%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 2 von 4 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Anfänger“
Some familiarity with business is helpful, but not required.
Ca. 15 Stunden zum Abschließen
Englisch
Untertitel: Englisch
Was Sie lernen werden
Customer value applications in pricing products
How to leverage core value-based pricing techniques to inform pricing decisions
How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)
Consumer psychology applications in setting prices beneficial to both consumers and sellers
Kompetenzen, die Sie erwerben
Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology
Karriereergebnisse der Lernenden
50%
nahm einen neuen Beruf nach Abschluss dieser Kurse auf
50%
ziehen Sie für Ihren Beruf greifbaren Nutzen aus diesem Kurs
Zertifikat zur Vorlage
Erhalten Sie nach Abschluss ein Zertifikat
100 % online
Beginnen Sie sofort und lernen Sie in Ihrem eigenen Tempo.
Kurs 2 von 4 in
Flexible Fristen
Setzen Sie Fristen gemäß Ihrem Zeitplan zurück.
Stufe „Anfänger“
Some familiarity with business is helpful, but not required.
Ca. 15 Stunden zum Abschließen
Englisch
Untertitel: Englisch
von
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.
BCG
Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy.
Lehrplan - Was Sie in diesem Kurs lernen werden
3 Stunden zum Abschließen
Understanding Customer Value
Welcome to Week 1! We kick off the week with an overview of the course so that you'll know what to expect with an optional review of the specialization and three pricing lenses (watch these if you want a refresher). Then we'll dive into the content! This week, you'll learn about customer value--what it is and its relevance to pricing. You'll see how consumers make decisions--and why knowing consumers' willingness to pay is so important when setting a product's price. Next, we'll take a look at customer value in developing economies and how and why companies succeed (or not!) with value-based pricing in these markets. You'll finish the week with a solid understanding of "customer value" and how that impacts pricing strategy.
3 Stunden zum Abschließen
13 Videos (Gesamt 71 min), 3 Lektüren, 3 Quiz
13 Videos
Three Lenses4m
Week 1 & Course Introduction2m
Consumer Decision Process: Involvement and Visibility3m
Mapping Purchase Processes10m
Customer Value and Value Drivers5m
Differentiating Customer Value by Customer Segment4m
Willingness to Pay and Demand Curves8m
Serving Consumers in Developing Economies8m
Story of Nano8m
Story of Ala9m
Pricing Strategies for Developing Economies1m
Week 1 Takeaways59
3 Lektüren
Course Overview & Requirements10m
Survey10m
Using Discussion Forums to Deepen Your Learning10m
3 praktische Übungen
Practice Quiz on Customer Value Basics21m
Practice Quiz on Customer Value in Developing Economies12m
Week 1 Understanding Customer Value Quiz30m
3 Stunden zum Abschließen
Implementing Value-based Pricing
Now that you have an understanding of customer value, let's dive into value-based pricing in greater depth. This week, we'll show you how to price to the demand curve using three tools: the price piano, the price ladder, and incentive curves. We'll take a look at customer value drivers in a B2B context and walk through a process to price a new product. Then Ron and Thomas will show you how price elasticity plays into value-based pricing. Implementing value-based pricing requires detailed analysis. Let's get started!
3 Stunden zum Abschließen
11 Videos (Gesamt 62 min)
11 Videos
Price to Demand Curve6m
Application of Price to Demand Curve: Price Piano6m
Application of Price to Demand Curve: Price Ladder6m
Application of Price to Demand Curve: Incentive Curves4m
Customer Value Drivers in a B2B Context3m
Value-based Price Setting for a New Product: Steps 1&26m
Value-based Price Setting for a New Product: Steps 3-510m
Price Elasticity: Intersection of Economics and Customer Value 17m
Price Elasticity: Intersection of Economics and Customer Value 26m
Week 2 Takeaways41
4 praktische Übungen
Practice Quiz on Pricing to the Demand Curve18m
Practice Quiz on Pricing New Products9m
Practice Quiz on Pricing Based on Economics and Customer Value30m
Week 2 Implementing Value-based Pricing Quiz36m
4 Stunden zum Abschließen
Measuring Customer Preferences
As you learned in Week 1, understanding customer willingness to pay (WTP) is critical for effective pricing. This week, we'll show you two ways to measure willingness to pay: surveys and conjoint analysis. You'll see how one company, Adios Junk Mail, used surveys to better understand WTP. Conjoint is a terrific tool, and we'll walk you through how it's used to determine product preferences and prices. You'll finish the week with a solid understanding of how to measure customer preferences and use this information in your pricing strategy.
4 Stunden zum Abschließen
15 Videos (Gesamt 67 min), 1 Lektüre, 4 Quiz
15 Videos
Obtaining Willingness to Pay from Surveys6m
Interpreting Combined Survey Data6m
Case Intro: Adios Junk Mail58
Case Debrief: Adios Junk Mail1m
Conjoint Analysis Applications4m
Why Conjoint?4m
Conjoint Analysis: Steps 1-38m
Conjoint Analysis: Step 4 and Product Preferences7m
Attribute Trade-offs2m
Attribute Importances4m
Conjoint Analysis: Willingness to Pay5m
Conjoint Analysis: Other Ways to Interpret Data3m
Conjoint Analysis: Propensity Modeling7m
Week 3 Takeaways1m
1 Lektüre
Case: Adios Junk Mail1h 30m
4 praktische Übungen
Adios Junk Mail: Case Quiz15m
Practice Quiz on Obtaining WTP from Surveys12m
Practice Quiz on Conjoint Analysis18m
Week 3 Measuring Customer Preferences Quiz36m
5 Stunden zum Abschließen
Considering the Human Nature of Customers
Last week you considered pricing using a rational utility model. But humans are not always rational beings--and your pricing strategy needs to consider other behavioral drivers. We'll look at the psychology behind consumer purchase decisions and the mental accounting that impacts those decisions. Next we'll consider consumer price perceptions and ways to frame prices and create better deals and discount plans that work for both the consumer and the seller. Then, we'll take a look at two real-world cases, the Portland Trailblazers and Fidelity Investments so that you can practice using tools from throughout the course in a real-world case. You'll finish the course with fresh insights into value-based pricing and its applications.
5 Stunden zum Abschließen
15 Videos (Gesamt 78 min), 1 Lektüre, 5 Quiz
15 Videos
Mental Accounting and Price Perceptions6m
Money Is Not Money4m
What We Can Learn from Ginsu Knives6m
Integrating Losses7m
Minimizing Losses and Give a Win with a Loss6m
Considering Consumer Price Perceptions: The Framing Effect4m
Gain and Loss Frames in Pricing2m
The Pain of Paying3m
Separate the Pain of Paying from Consumption6m
Anchoring and Price Primacy5m
Visual Tricks, Free as a Special Price, and Hedonic Bundling9m
Price Decoy6m
Applying the Customer Value Lens: Subscription Pricing4m
Week 4 Takeaways & Course Wrap-up1m
1 Lektüre
Case Debrief Videos10m
4 praktische Übungen
Practice Quiz on Mental Accounting8m
Practice Quiz on Consumer Price Perceptions9m
Practice Quiz on Mental Shortcuts that Affect Pricing10m
Week 4 Consumer Psychology Quiz30m
Bewertungen
Top-Bewertungen von CUSTOMER VALUE IN PRICING STRATEGY
von RK26. Mai 2020
A very good course, which can be recommended for any entrepreneur who is planning to revisit on the Pricing structure/ Formulating Promotional Offers & price revisions.
von VY18. Feb. 2018
The instructors use the real world scenarios in the simplest possible way to be understood , and tell you the to the point concepts involved in these business scenarios
von EV24. Juni 2020
Although it needs lot of your time and efforts, it surely is totally worth of your hard work and time. Course is very well drafted and presenters have done a great job
von FR20. Mai 2019
Excellent course. I would recommend to improve the level of the exercises and provide additional readings for people that already have some experience
Über den Spezialisierung 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.
Häufig gestellte Fragen
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- The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
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