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.
關於此 專項課程
您將學到的內容有
How to utilize the strategic power of pricing to set profit maximizing prices
Cost and economics in pricing strategy
How to leverage knowledge of customer value to develop a pricing strategy
Market and competitor pricing models that inform pricing decisions
您將獲得的技能
Cost-Based PricingPricing StrategiesMarket-Based PricingCustomer Value-based PricingStrategic Management
專項課程 的運作方式
加入課程
Coursera 專項課程是幫助您掌握一門技能的一系列課程。若要開始學習，請直接註冊專項課程，或預覽專項課程並選擇您要首先開始學習的課程。當您訂閱專項課程的部分課程時，您將自動訂閱整個專項課程。您可以只完成一門課程，您可以隨時暫停學習或結束訂閱。訪問您的學生面板，跟踪您的課程註冊情況和進度。
實踐項目
每個專項課程都包括實踐項目。您需要成功完成這個（些）項目才能完成專項課程並獲得證書。如果專項課程中包括單獨的實踐項目課程，則需要在開始之前完成其他所有課程。
獲得證書
在結束每門課程並完成實踐項目之後，您會獲得一個證書，您可以向您的潛在雇主展示該證書並在您的職業社交網絡中分享。
此專項課程包含 4 門課程
課程1
Cost and Economics in Pricing Strategy
4.8
250 個評分
How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Led by Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits.
By the end of this course, you’ll be able to:
--Apply knowledge of basic economics to make better pricing decisions
--Recognize opportunities for price discrimination—selling the same product at different prices to different buyers—and recommend strategies to maximize sales and profits
--Calculate three types of price elasticities to determine the impact of price on demand
--Analyze and apply different pricing models
-Cost-plus pricing
-Marginal cost-plus pricing
-Peak-load pricing
-Index-based pricing
--Evaluate the impact of channel intermediaries and customer lifetime value on pricing
課程2
Customer Value in Pricing Strategy
4.8
137 個評分
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. Led by 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.
By the end of this course, you'll be able to...
-- Apply knowledge of customer value to price products
-- Leverage core value-based pricing techniques to inform pricing decisions
-- Measure customer willingness to pay using models (surveys, conjoint analysis, other data)
-- Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers
課程3
Market and Competition in Pricing Strategy
4.8
97 個評分
If you haven’t considered what the competition is charging, you may not be maximizing your revenue. Spend time analyzing the market and you can influence price and improve margins. In this course, we'll show you how to implement competitive pricing and avoid common legal pitfalls of market-based pricing. You will also learn how to predict, influence and respond to competitors’ pricing moves. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of market-based pricing and how to use it to capture more revenue.
課程4
Pricing Strategy in Practice
4.6
72 個評分
In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess.
講師
Jean Manuel Izaret
Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Thomas Kohler
Associate Director, PricingMarketing, Sales & Pricing Practice
Ronald T. Wilcox
NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree ProgramsMarketing
行業合作夥伴
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.
常見問題
退款政策是如何规定的？
我可以只注册一门课程吗？
可以！点击您感兴趣的课程卡开始注册即可。注册并完成课程后，您可以获得可共享的证书，或者您也可以旁听该课程免费查看课程资料。如果您订阅的课程是某专项课程的一部分，系统会自动为您订阅完整的专项课程。访问您的学生面板，跟踪您的进度。
有助学金吗？
我可以免费学习课程吗？
此课程是 100% 在线学习吗？是否需要现场参加课程？
此课程完全在线学习，无需到教室现场上课。您可以通过网络或移动设备随时随地访问课程视频、阅读材料和作业。
Do I need to take the courses in a specific order?
We recommend the following sequence: Economics of Pricing, Pricing to Customer Value, Market-based Pricing, Pricing Strategy Optimization. While you can take the first three courses simultaneously, we recommend taking the Pricing Strategy Optimization course last, since it draws on concepts from the three previous courses.
What background knowledge is necessary?
Our target learners have an interest in business and marketing. With an undergraduate or graduate degree, they are looking to advance in their career or deliver more value in their current role and might someday pursue an advanced business degree. They take initiative and are proactive in developing new skills and competencies to achieve career objectives, develop professionally and expand their knowledge bases.
完成专项课程需要多长时间？
Each course in the Specialization is organized into four weeks of content and assignments. You may take the four courses sequentially over the course of four months, or may take courses simultaneously to complete more quickly.
完成专项课程后我会获得大学学分吗？
University credit is not available for Specialization completion; however, you will get a certificate from Coursera that is widely recognized by employers and documents your achievement.
What will I be able to do upon completing the Specialization?
After completing this Specialization, you will be able to employ five economic techniques to improve price realization; improve price realization by applying knowledge of customer segments, willingness to pay, and how customers make purchasing decisions; analyze market prices, market share, and industry dynamics to set optimal price points; and recommend a profit-maximizing price considering economic, customer-value, and competitive market forces.
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