About this course: Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn. After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life. Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.
Who is this class for: This course is aimed at business-minded individuals interested in harnessing the power of pricing strategies to improve the profits of their own company or the company they are working for. A basic understanding of the principles of marketing and pricing would be an advantage but it is not essential.
Taught by: Martin Boehm, Professor of Marketing
Dean of IE Business School
| Basic Info |
Course 2 of 5 in the
Marketing Mix Implementation Specialization.
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| Language | English |
| How To Pass | Pass all graded assignments to complete the course. |
| User Ratings |
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|---|---|---|
| Access to course materials | Available | Available |
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very good course and I have learned lot
Good introduction course with great lecturer.
Although they are harder concepts and more practices to remember, it was a very insightful course! I truly enjoyed the additional readings to elaborate on the lectures. Thank you very much, IE!
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Stunning and remarkable, Definitely worth every minute.