課程信息
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第 2 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為12 小時

建議:7 hours/week...

英語(English)

字幕:英語(English)

您將獲得的技能

PricingPsychologyPrice DiscriminationPricing Strategies

第 2 門課程(共 5 門)

100% 在線

立即開始,按照自己的計劃學習。

可靈活調整截止日期

根據您的日程表重置截止日期。

完成時間大約為12 小時

建議:7 hours/week...

英語(English)

字幕:英語(English)

教學大綱 - 您將從這門課程中學到什麼

1
完成時間為 3 小時

Demand Curve and Pricing

12 個視頻 (總計 51 分鐘), 8 個閱讀材料, 4 個測驗
12 個視頻
Introduction to the course2分鐘
Importance of Pricing4分鐘
Pricing Complexity3分鐘
Pricing Approaches2分鐘
Cost Based Pricing4分鐘
Cost Based Pricing Printer Example4分鐘
Competition Based Pricing3分鐘
Customer Based Pricing5分鐘
Price Elasticity6分鐘
Optimal Price2分鐘
Expert Interviews: Felix Krohn of Wolters Kluwer10分鐘
8 個閱讀材料
The Price is Wrong5分鐘
Traditional Approaches to Pricing9分鐘
£1100 for a hamburger?10分鐘
Methods to Price Your Product12分鐘
Pricing Fashion with Science15分鐘
Price Elasticity of Demand3分鐘
Why the Highest Price isn’t the Best Price20分鐘
Pricing New Products16分鐘
4 個練習
Practice Quiz on the Importance of Pricing3分鐘
Practice Quiz on Price Elasticity7分鐘
Practice Quiz for Optimal Price4分鐘
Module 1 Graded Assessment35分鐘
2
完成時間為 4 小時

Determining Willingness to Pay

9 個視頻 (總計 53 分鐘), 6 個閱讀材料, 2 個測驗
9 個視頻
Price Response Estimation3分鐘
Market Data1分鐘
Market Data Yogurt Example5分鐘
Experiments6分鐘
Expert Surveys3分鐘
Customer Surveys7分鐘
Customer Surveys Camera Example5分鐘
Advanced (OPTIONAL): Conjoint Analysis18分鐘
6 個閱讀材料
Link to the Pricing Simulation45分鐘
Measuring Willingness-to-Pay50分鐘
Price Testing7分鐘
Experiments in Pricing10分鐘
Best practices for every step of survey creation5分鐘
A Review of Methods for Measuring Willingness-to-Pay50分鐘
2 個練習
Practice Quiz on Price Experiments3分鐘
Module 2 Graded Assessment30分鐘
3
完成時間為 4 小時

Playing the Pricing Piano or Price Discrimination

11 個視頻 (總計 75 分鐘), 4 個閱讀材料, 3 個測驗
11 個視頻
Forms of Price Discrimination3分鐘
Expert Interviews: Alejandro Hermo of Burger King11分鐘
Product Versioning - Complements5分鐘
Product Versioning - Substitutes6分鐘
Bundling12分鐘
Mixed Bundling Telecommunications Example8分鐘
Purchase Quantity9分鐘
Buyer Identification2分鐘
Purchase Location2分鐘
Time of Purchase5分鐘
4 個閱讀材料
Price Differentiation30分鐘
Pay-per-laugh: Customers charged exactly for what they "consume"10分鐘
1000% Price Markup?8分鐘
The Price You Pay Depends on Time and Day5分鐘
2 個練習
Practice Quiz on Bundling6分鐘
Module 3 Graded Assessment34分鐘
4
完成時間為 2 小時

Pricing Psychology

9 個視頻 (總計 36 分鐘), 4 個閱讀材料, 1 個測驗
9 個視頻
Pricing experiments: Price as a quality indicator2分鐘
Price Anchoring5分鐘
Pricing experiments: The Decoy Effect3分鐘
Prospect Theory5分鐘
Price Endings3分鐘
The Pain of Paying7分鐘
Brief of the course3分鐘
Ready to continue on this journey?50
4 個閱讀材料
Quality Perceptions, Hitting the Spot4分鐘
A Luxury Example of Anchoring5分鐘
Price Endings' Field Experiments Results40分鐘
Pain of Paying, out in the Field5分鐘
1 個練習
Module 4 Graded Assessment40分鐘
4.6
117 個審閱Chevron Right

17%

通過此課程獲得實實在在的工作福利

來自Pricing Strategy的熱門評論

創建者 BTMar 20th 2017

Although they are harder concepts and more practices to remember, it was a very insightful course! I truly enjoyed the additional readings to elaborate on the lectures. Thank you very much, IE!

創建者 SRJun 12th 2016

Great course. All the concepts were clearly explained. They had provided plenty of case studies, articles, journals and books to read. The content delivery was great. I found it very useful.

講師

Avatar

Martin Boehm

Professor of Marketing
Dean of IE Business School

關於 IE商学院

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

關於 营销组合实践 專項課程

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix....
营销组合实践

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