課程信息
15,651

第 1 門課程(共 4 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。

初級

Some familiarity with business is helpful, but not required.

完成時間大約為22 小時

建議:4 weeks of study; 2-4 hours/week; the last week there is a longer project to complete...

英語(English)

字幕:英語(English), 羅馬尼亞語

您將學到的內容有

  • Check

    How to apply knowledge of basic economics to make better pricing decisions

  • Check

    How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits

  • Check

    How to calculate three types of price elasticities to determine the impact of price on demand

  • Check

    How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.

您將獲得的技能

Cost-Based PricingChannel and Direct-to-Consumer PricingPricing StrategiesPrice DiscriminationPrice Elasticity Of Demand

第 1 門課程(共 4 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。

初級

Some familiarity with business is helpful, but not required.

完成時間大約為22 小時

建議:4 weeks of study; 2-4 hours/week; the last week there is a longer project to complete...

英語(English)

字幕:英語(English), 羅馬尼亞語

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

Pricing Fundamentals

Welcome to the first week of Cost and Economics in Pricing Strategy course! We'll begin our study of pricing by looking at some basic economic principles relevant to pricing, such as cost and cost variations and what that implies about the supply curve. Then we'll take a closer look at one pricing mechanism: auctions. You will never look at eBay the same!...
13 個視頻 (總計 55 分鐘), 4 個閱讀材料, 3 個測驗
13 個視頻
Three Pricing Lenses4分鐘
What to Expect This Week1分鐘
Basic Metrics of Pricing: Margins and Markups5分鐘
The Relationship Between Price and Quantity: Demand Schedules5分鐘
The Relationship between Price and Quantity: Functional Form5分鐘
Cost, Cost Variations and Supply Curves4分鐘
Auctions as a Pricing Mechanism3分鐘
English Auctions3分鐘
Dutch Auctions3分鐘
Sealed Bid Auctions6分鐘
B2B Auctions7分鐘
Module 1 Takeaways59
4 個閱讀材料
Course Overview & Requirements10分鐘
Survey10分鐘
Using Discussion Forums to Deepen Your Learning10分鐘
Top Ten Learner Tips10分鐘
3 個練習
Practice Quiz on Basic Economics18分鐘
Practice Quiz on Auctions12分鐘
Week 1 Pricing Fundamentals Quiz36分鐘
2
完成時間為 2 小時

Price Discrimination

This week we'll tackle three areas that will help you improve the effectiveness of your pricing strategy. First, we'll take a look at price discrimination and how to set prices for different customer segments to maximize profits. You'll learn about the price and margin waterfall and how creating one for your business can help identify "leaks" that you can prevent. Then we'll examine volume-based pricing, or pricing differently for different volumes to encourage consumption, of a consumer product: Heinz Ketchup. When we're done, you'll be very aware of the impact package size has on your own consumption--and how to use this knowledge to price products....
12 個視頻 (總計 40 分鐘), 1 個閱讀材料, 4 個測驗
12 個視頻
Cost-plus Pricing5分鐘
Price Discrimination Based on Cost Variation4分鐘
Price and Margin Waterfall4分鐘
Product Line Pricing Principles4分鐘
Product Line Pricing: Paper Towels6分鐘
Product Line Pricing: Ketchup5分鐘
Product Line Pricing: Principle 31分鐘
Other Incentives That Lower Costs3分鐘
Field Trip to Kroger's Ketchup Aisle: The Heinz Case1分鐘
Heinz Case Debrief1分鐘
Module 2 Takeaways54
1 個閱讀材料
Case Study: Heinz Ketchup: Pricing the Product Line15分鐘
4 個練習
Practice Quiz on Cost-plus Pricing15分鐘
Quiz on the Heinz Case20分鐘
Practice Quiz on Product Line Pricing15分鐘
Week 2 Quiz on Price Discrimination30分鐘
3
完成時間為 2 小時

Common Pricing Metrics: Elasticities

This week we'll dive deep into the world of demand modeling. We'll start with a brief overview of regressions--what they are, why they're useful and how to calculate them using Excel. Then you'll get a chance to use regressions as you learn about three types of elasticities--relationships between demand and price or other factors--and the drivers of these elasticities. We'll finish with a price optimization based on demand models--a truly useful method for pricing based on economic factors. By the end of this week, you'll be able to impress your colleagues and friends with your knowledge of mathematical models and how to use them to inform your pricing strategy!...
13 個視頻 (總計 67 分鐘), 3 個測驗
13 個視頻
Calculating Regressions9分鐘
Interpreting Regression Outputs5分鐘
Price Elasticities8分鐘
Cross-Price Elasticity6分鐘
Income Elasticity4分鐘
Drivers of Price Elasticity3分鐘
Drivers of Price Elasticity: Market Share4分鐘
Drivers of Price Elasticity: Competitors' Prices4分鐘
Calculus: Taking a Derivative3分鐘
Price Optimization Considering Demand8分鐘
Price Optimization Example4分鐘
Module 3 Takeaways1分鐘
3 個練習
Practice Quiz: Regressions12分鐘
Practice Quiz on Price Elasticities15分鐘
Week 3 Quiz on Price Elasticities30分鐘
4
完成時間為 5 小時

Channel and Direct-to-Consumer Pricing

Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy! ...
16 個視頻 (總計 77 分鐘), 1 個閱讀材料, 5 個測驗
16 個視頻
Double Marginalization9分鐘
Channel Pricing3分鐘
Using Time Value of Money to Evaluate a Project3分鐘
Using Time Value of Money to Compare Different Projects4分鐘
Customer Lifetime Value (CLV)8分鐘
Measuring CLV3分鐘
Measuring CLV Examples7分鐘
Purchase Occasion Probabilities9分鐘
Case Application: Retail Relay Intro1分鐘
Case Application: Retail Relay Debrief1分鐘
Marginal Cost Pricing Defined2分鐘
Marginal Cost Pricing Airline Industry Example5分鐘
Peak Load Pricing3分鐘
Index-Based Pricing5分鐘
Module 4 Takeaways1分鐘
1 個閱讀材料
Case Study: Retail Relay10分鐘
4 個練習
Retail Relay Case Quiz20分鐘
Practice Quiz on Double Marginalization, Time Value of Money, and CLV15分鐘
Practice Quiz on Pricing Methods15分鐘
Week 4 Quiz on Channel and Direct-to-Consumer Pricing30分鐘
4.8
58 個審閱Chevron Right

33%

完成這些課程後已開始新的職業生涯

42%

通過此課程獲得實實在在的工作福利

24%

加薪或升職

熱門審閱

創建者 MPMay 8th 2018

Concepts in this course are challenging but the class is setup for students to succeed. I really enjoyed this course and would recommend it to anyone looking to learn more about pricing strategy.

創建者 AGApr 6th 2018

Even if you are familiar with the basics of microeconomics, and cost structures, this course combines it all together to provide a new perspective of using these models and concepts in pricing.

講師

Avatar

Jean Manuel Izaret

Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
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Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice
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Ronald T. Wilcox

NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing

關於 弗吉尼亚大学

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....

關於 波士顿咨询公司

Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all regions to identify their highest-value opportunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with offices in more than 90 cities in 50 countries. For more information, please visit bcg.com....

關於 Pricing Strategy Optimization 專項課程

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....
Pricing Strategy Optimization

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