課程信息
4.8
130 個評分
19 個審閱

第 2 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20 小時

建議:4 week so study, 2-4 hours/week...

英語(English)

字幕:英語(English)

您將學到的內容有

  • Check

    Customer value applications in pricing products

  • Check

    How to leverage core value-based pricing techniques to inform pricing decisions

  • Check

    How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)

  • Check

    Consumer psychology applications in setting prices beneficial to both consumers and sellers

您將獲得的技能

Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology

第 2 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20 小時

建議:4 week so study, 2-4 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

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....
13 個視頻 (總計 71 分鐘), 3 個閱讀材料, 3 個測驗
13 個視頻
Three Lenses4分鐘
Week 1 & Course Introduction2分鐘
Consumer Decision Process: Involvement and Visibility3分鐘
Mapping Purchase Processes10分鐘
Customer Value and Value Drivers5分鐘
Differentiating Customer Value by Customer Segment4分鐘
Willingness to Pay and Demand Curves8分鐘
Serving Consumers in Developing Economies8分鐘
Story of Nano8分鐘
Story of Ala9分鐘
Pricing Strategies for Developing Economies1分鐘
Week 1 Takeaways59
3 個閱讀材料
Course Overview & Requirements10分鐘
Survey10分鐘
Using Discussion Forums to Deepen Your Learning10分鐘
3 個練習
Practice Quiz on Customer Value Basics21分鐘
Practice Quiz on Customer Value in Developing Economies12分鐘
Week 1 Understanding Customer Value Quiz30分鐘
2
完成時間為 2 小時

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!...
11 個視頻 (總計 62 分鐘), 4 個測驗
11 個視頻
Price to Demand Curve6分鐘
Application of Price to Demand Curve: Price Piano6分鐘
Application of Price to Demand Curve: Price Ladder6分鐘
Application of Price to Demand Curve: Incentive Curves4分鐘
Customer Value Drivers in a B2B Context3分鐘
Value-based Price Setting for a New Product: Steps 1&26分鐘
Value-based Price Setting for a New Product: Steps 3-510分鐘
Price Elasticity: Intersection of Economics and Customer Value 17分鐘
Price Elasticity: Intersection of Economics and Customer Value 26分鐘
Week 2 Takeaways41
4 個練習
Practice Quiz on Pricing to the Demand Curve18分鐘
Practice Quiz on Pricing New Products9分鐘
Practice Quiz on Pricing Based on Economics and Customer Value2分鐘
Week 2 Implementing Value-based Pricing Quiz36分鐘
3
完成時間為 4 小時

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....
15 個視頻 (總計 67 分鐘), 1 個閱讀材料, 4 個測驗
15 個視頻
Obtaining Willingness to Pay from Surveys6分鐘
Interpreting Combined Survey Data6分鐘
Case Intro: Adios Junk Mail58
Case Debrief: Adios Junk Mail1分鐘
Conjoint Analysis Applications4分鐘
Why Conjoint?4分鐘
Conjoint Analysis: Steps 1-38分鐘
Conjoint Analysis: Step 4 and Product Preferences7分鐘
Attribute Trade-offs2分鐘
Attribute Importances4分鐘
Conjoint Analysis: Willingness to Pay5分鐘
Conjoint Analysis: Other Ways to Interpret Data3分鐘
Conjoint Analysis: Propensity Modeling7分鐘
Week 3 Takeaways1分鐘
1 個閱讀材料
Case: Adios Junk Mail30分鐘
4 個練習
Adios Junk Mail: Case Quiz15分鐘
Practice Quiz on Obtaining WTP from Surveys12分鐘
Practice Quiz on Conjoint Analysis18分鐘
Week 3 Measuring Customer Preferences Quiz36分鐘
4
完成時間為 5 小時

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....
15 個視頻 (總計 78 分鐘), 1 個閱讀材料, 5 個測驗
15 個視頻
Mental Accounting and Price Perceptions6分鐘
Money Is Not Money4分鐘
What We Can Learn from Ginsu Knives6分鐘
Integrating Losses7分鐘
Minimizing Losses and Give a Win with a Loss6分鐘
Considering Consumer Price Perceptions: The Framing Effect4分鐘
Gain and Loss Frames in Pricing2分鐘
The Pain of Paying3分鐘
Separate the Pain of Paying from Consumption6分鐘
Anchoring and Price Primacy5分鐘
Visual Tricks, Free as a Special Price, and Hedonic Bundling9分鐘
Price Decoy6分鐘
Applying the Customer Value Lens: Subscription Pricing4分鐘
Week 4 Takeaways & Course Wrap-up1分鐘
1 個閱讀材料
Case Debrief Videos10分鐘
4 個練習
Practice Quiz on Mental Accounting8分鐘
Practice Quiz on Consumer Price Perceptions9分鐘
Practice Quiz on Mental Shortcuts that Affect Pricing10分鐘
Week 4 Consumer Psychology Quiz30分鐘
4.8
19 個審閱Chevron Right

33%

完成這些課程後已開始新的職業生涯

33%

通過此課程獲得實實在在的工作福利

熱門審閱

創建者 VYFeb 19th 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

創建者 RSJun 5th 2017

Wonderful course! If I had some idea how to price regarding economic concepts - then this course gives me completely new very practical methodologies!

講師

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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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