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.
提供方
弗吉尼亚大学
波士顿咨询公司
課程信息
14,187 次近期查看
可靈活調整截止日期
根據您的日程表重置截止日期。
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 2 門課程（共 4 門）
初級
Some familiarity with business is helpful, but not required.
完成時間大約為15 小時
英語（English）
字幕：英語（English）
您將學到的內容有
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
您將獲得的技能
- Customer Willingness to Pay
- Pricing Strategies
- Customer Value-based Pricing
- Measuring Customer Preferences
- Customer Psychology
可靈活調整截止日期
根據您的日程表重置截止日期。
可分享的證書
完成後獲得證書
100% 在線
立即開始，按照自己的計劃學習。
第 2 門課程（共 4 門）
初級
Some familiarity with business is helpful, but not required.
完成時間大約為15 小時
英語（English）
字幕：英語（English）
提供方
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.
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.
授課大綱 - 您將從這門課程中學到什麼
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.
完成時間為 3 小時
13 個視頻 （總計 71 分鐘）, 3 個閱讀材料, 3 個測驗
完成時間為 3 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!
完成時間為 3 小時
11 個視頻 （總計 62 分鐘）
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.
完成時間為 4 小時
15 個視頻 （總計 67 分鐘）, 1 個閱讀材料, 4 個測驗
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.
完成時間為 5 小時
15 個視頻 （總計 78 分鐘）, 1 個閱讀材料, 5 個測驗
審閱
- 5 stars85.25%
- 4 stars13.14%
- 3 stars0.96%
- 2 stars0.32%
- 1 star0.32%
來自CUSTOMER VALUE IN PRICING STRATEGY的熱門評論
由 HA 提供2018年2月8日
Great way to learn conjoint and marketing research fundamentals
由 RS 提供2017年6月4日
Wonderful course! If I had some idea how to price regarding economic concepts - then this course gives me completely new very practical methodologies!
由 VY 提供2018年2月18日
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
由 RS 提供2018年1月14日
Very rich content on consumer behavior and present powerfull tools to measure WTP
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.
常見問題
我什么时候能够访问课程视频和作业？
我订阅此专项课程后会得到什么？
有助学金吗？
還有其他問題嗎？請訪問 學生幫助中心。
