課程信息
4.6
69 個評分
11 個審閱

第 4 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。

中級

Some familiarity with business is helpful, but not required.

完成時間大約為9 小時

建議:4 weeks of study, 3-5 hours/week...

英語(English)

字幕:英語(English)

您將學到的內容有

  • Check

    How to use the three lenses to set an optimal strategic price to maximize revenue

  • Check

    How to approach a pricing case, glean information, and work through a complicated pricing decision

  • Check

    How to utilize tools and data to analyze and recommend a strategic response to a real world pricing situation

您將獲得的技能

Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics

第 4 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。

中級

Some familiarity with business is helpful, but not required.

完成時間大約為9 小時

建議:4 weeks of study, 3-5 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

Retail Market Dynamics

Welcome to the course! We'll kick off the week with an overview of the project, which centers around Philips introduction of an eco-friendly light bulb. Once you've read the case, Thomas and Ron will guide you as you apply the cost lens to analyze the economics of the LED light bulb Philips has introduced to the market. After you've analyzed the economics of the case, Ron and Thomas will debrief to make sure you are on the right track. You will also hear from BCG pricing experts, who will share their lessons and tips gleaned from years of helping clients in multiple industries optimize their prices and improve the bottom line. ...
15 個視頻 (總計 60 分鐘), 5 個閱讀材料, 3 個測驗
15 個視頻
Three Lenses4分鐘
Course Overview4分鐘
Developing the Three Lens Framework2分鐘
Using the Three Lenses8分鐘
Knowledge Is Not Enough3分鐘
Case Introduction1分鐘
Assignment 1 Introduction4分鐘
Review: Basic Metrics of Pricing: Margins and Markups5分鐘
Calculating Power Usage and Cost3分鐘
Assignment Debrief: Superbulb Failure3分鐘
Assignment Debrief: LED Price Considerations3分鐘
Assignment Debrief: Retailer Margin Justification5分鐘
Assignment Debrief: Customer Economics4分鐘
The Myth of the Invisible Hand2分鐘
5 個閱讀材料
Course Overview & Requirements10分鐘
Survey10分鐘
Philips: Pricing the LED Bulb (A)10分鐘
Week 1 Case Questions10分鐘
Case-based Learning at Darden12分鐘
3 個練習
Superbulb Economics20分鐘
LED Price Considerations20分鐘
Customer Economics20分鐘
2
完成時間為 2 小時

Customer Value and Conjoint Analysis

This week, we will dig deeper into customer value using conjoint analysis to determine the price sensitivity of consumers and businesses. Thomas and Ron will show you how to graph the conjoint data to easily compare these two markets--and you'll do additional analysis of the conjoint data to learn more about what consumers value. Using your analysis, you'll hone your pricing recommendation....
8 個視頻 (總計 36 分鐘), 1 個閱讀材料, 2 個測驗
8 個視頻
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
Assignment Debrief: Learning about the Market Using Conjoint Analysis3分鐘
Assignment Debrief: Calculating WTP Using Conjoint3分鐘
1 個閱讀材料
Week 2 Case Questions10分鐘
2 個練習
Learning about the Market30分鐘
Calculating WTP Using Conjoint45分鐘
3
完成時間為 5 小時

Price Recommendation

This week, you will pull everything together to make a pricing recommendation for Philips. You will recommend which markets they should serve (B2B, B2C, or both) and how they should price their LED bulbs. You'll learn how to lay out your thought process and rationale in a tightly edited slide deck that presents your recommendations in a compelling way....
2 個視頻 (總計 8 分鐘), 1 個測驗
2 個視頻
Assignment 3 Debrief1分鐘
4
完成時間為 3 小時

Curveball

This week, you will respond to new developments in the LED light bulb market: a new competitor and new regulations. Just like in real life, you'll need to adjust your strategy when the competitive landscape changes and new regulations emerge and reconsider the retail marketplace and reevaluate the B2B market. You'll also head out into your own "real world" and do some detective work about the LED bulb market in your area and relate those finding to the case. We'll finish the course with BCG pricing experts sharing their insights into what makes pricing such a rewarding field. ...
15 個視頻 (總計 67 分鐘), 2 個閱讀材料, 1 個測驗
15 個視頻
Signaling Games4分鐘
Extensive Form Signaling Games7分鐘
Gas Wars and Takeaways4分鐘
Competitor Pricing Models3分鐘
Competitive Price Moves: Understand Competitive Dynamics9分鐘
Competitive Price Moves: Assess Your Options6分鐘
Competitive Price Moves: Choose and Execute Best Move4分鐘
Price Wars6分鐘
Assignment 4 Debrief1分鐘
The Three Lenses Across Industries4分鐘
The Art and Science of Pricing3分鐘
A Career in Pricing3分鐘
Why I Love Pricing3分鐘
Course Conclusion30
2 個閱讀材料
Philips: Pricing the LED Bulb (B)30分鐘
Week 4 Case Questions10分鐘
1 個練習
Responding to Competitor Moves30分鐘
4.6
11 個審閱Chevron Right

熱門審閱

創建者 ISFeb 28th 2019

Very Insightful Specialization Course. The contents and delivery are helpful in understanding pricing strategy and being able to apply the skills.

創建者 UEJun 12th 2017

An excellent specialisation - I enjoyed every minute of it. Good teachers, well thought through material presented with some humour.

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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Ronald T. Wilcox

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

Associate Director, Pricing
Marketing, Sales & Pricing Practice

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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