Este curso forma parte de Programa especializado: Marketing Mix Implementation

4.6
estrellas
948 calificaciones

91 %

Martin Boehm

37.327 ya inscrito

Ofrecido Por

Programa especializado: Marketing Mix ImplementationIE Business School

Acerca de este Curso

20.390 vistas recientes

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.

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Curso 2 de 5 en

Programa especializado: Marketing Mix Implementation

Aprox. 14 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Habilidades que obtendrás

Pricing
Psychology
Price Discrimination
Pricing Strategies

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Certificado para compartir

Obtén un certificado al finalizar

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Curso 2 de 5 en

Programa especializado: Marketing Mix Implementation

Aprox. 14 horas para completar

Inglés (English)

¿Podría tu empresa beneficiarse de la capacitación de los empleados en las habilidades más demandadas?

Prueba Coursera para negocios

Instructor

Calificación del instructor

4,77/5 (102 calificaciones)

Martin Boehm

Professor of Marketing

Dean of IE Business School

50.054 alumnos

2 cursos

Ofrecido por

IE Business School

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.

Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.

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Programa - Qué aprenderás en este curso

Calificación del contenido91%(3,807 calificaciones)

Semana

Semana 1

3 horas para completar

Demand Curve and Pricing

In this module we will start with the importance of pricing, especially for the bottom line. Having this in mind, and after showing how pricing is the most important driver of profitability, when you finish this module you will be able to execute cost, competition and customer-based pricing. You will also be able to use the concepts of price elasticity and optimal price while setting prices for your products and services.

3 horas para completar

12 videos (Total 51 minutos), 9 lecturas, 4 cuestionarios

12 videos

Trailer46s

Introduction to the course2m

Importance of Pricing4m

Pricing Complexity3m

Pricing Approaches2m

Cost Based Pricing4m

Cost Based Pricing Printer Example4m

Competition Based Pricing3m

Customer Based Pricing5m

Price Elasticity6m

Optimal Price2m

Expert Interviews: Felix Krohn of Wolters Kluwer10m

9 lecturas

How to Price Your Products1m

The Price is Wrong5m

Traditional Approaches to Pricing9m

£1100 for a hamburger?10m

Methods to Price Your Product12m

Pricing Fashion with Science15m

Price Elasticity of Demand3m

Why the Highest Price isn’t the Best Price20m

Pricing New Products16m

4 ejercicios de práctica

Practice Quiz on the Importance of Pricing3m

Practice Quiz on Price Elasticity7m

Practice Quiz for Optimal Price4m

Module 1 Graded Assessment35m

Semana

Semana 2

5 horas para completar

Determining Willingness to Pay

5 horas para completar

9 videos (Total 53 minutos), 7 lecturas, 2 cuestionarios

9 videos

The Pricing Simulation1m

Price Response Estimation3m

Market Data1m

Market Data Yogurt Example5m

Experiments6m

Expert Surveys3m

Customer Surveys7m

Customer Surveys Camera Example5m

Advanced (OPTIONAL): Conjoint Analysis18m

7 lecturas

Willingness to pay – definition and meaning10m

Link to the Pricing Simulation45m

Measuring Willingness-to-Pay50m

Price Testing7m

Experiments in Pricing10m

Best practices for every step of survey creation5m

A Review of Methods for Measuring Willingness-to-Pay50m

2 ejercicios de práctica

Practice Quiz on Price Experiments3m

Module 2 Graded Assessment30m

Semana

Semana 3

4 horas para completar

Playing the Pricing Piano or Price Discrimination

What we see in the real world is that companies don't only charge one price for all their products, but rather set different prices for different products with respect to different customer segments. After looking at the benefits of price discrimination (and the significant revenue and profit potential behind it), you will be able to figure out what type and how to implement price discrimination for your products and services.

4 horas para completar

11 videos (Total 75 minutos), 5 lecturas, 3 cuestionarios

11 videos

What is Price Discrimination6m

Forms of Price Discrimination3m

Expert Interviews: Alejandro Hermo of Burger King11m

Product Versioning - Complements5m

Product Versioning - Substitutes6m

Bundling12m

Mixed Bundling Telecommunications Example8m

Purchase Quantity9m

Buyer Identification2m

Purchase Location2m

Time of Purchase5m

5 lecturas

Investopedia: What is Price Discrimination15m

Price Differentiation30m

Pay-per-laugh: Customers charged exactly for what they "consume"10m

1000% Price Markup?8m

The Price You Pay Depends on Time and Day5m

2 ejercicios de práctica

Practice Quiz on Bundling6m

Module 3 Graded Assessment34m

Semana

Semana 4

3 horas para completar

Pricing Psychology

In this final module we will look at pricing psychology. You will then be able to "manipulate" customers so they perceive a higher value in the products and services that you deliver, or so that they feel less pain by paying the price of purchasing your products. You will have in your toolkit multiple ways to maximize your sales, revenues, and profitability. We will also conduct a couple of experiments with volunteer customers to see how price affects perceptions, and how you can profit from it.

3 horas para completar

9 videos (Total 36 minutos), 5 lecturas, 1 cuestionario

9 videos

Pricing Psychology3m

Pricing experiments: Price as a quality indicator2m

Price Anchoring5m

Pricing experiments: The Decoy Effect3m

Prospect Theory5m

Price Endings3m

The Pain of Paying7m

Brief of the course3m

Ready to continue on this journey?50s

5 lecturas

Psychological Pricing: 4 Strategies, Examples and Tactics10m

Quality Perceptions, Hitting the Spot4m

A Luxury Example of Anchoring5m

Price Endings' Field Experiments Results40m

Pain of Paying, out in the Field5m

1 ejercicio de práctica

Module 4 Graded Assessment40m

Reseñas

4.6

211 reseña

5 stars
73,20 %
4 stars
21,09 %
3 stars
3,79 %
2 stars
0,94 %
1 star
0,94 %

Principales reseñas sobre ESTRATEGIA DE PRECIOS

por KP15 de oct. de 2021

This has been an excellent course. I learned many interesting things on price strategies applied in marketing. It is a not easy course, but it worth it. Thank you.

por SA28 de nov. de 2016

Got great content. Helps in pricing-decision-making analytically as well. Very good examples and simulation. Enjoyed the course. Totally worth it.

por RT2 de dic. de 2017

You can learn the concepts of pricing and ho to apply it to several industries and markets, also it gives you a wider view of how to make pricing right.

por MT13 de ene. de 2018

Well explained videos as well as many important theories of pricing are covered. Moreover, there is a good variety of very interesting articles provided.

Ver todas las reseñas

Acerca de Programa especializado: Marketing Mix Implementation

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.

Preguntas Frecuentes

¿Cuándo podré acceder a las lecciones y tareas?
El acceso a las clases y las asignaciones depende del tipo de inscripción que tengas. Si tomas un curso en modo de oyente, verás la mayoría de los materiales del curso en forma gratuita. Para acceder a asignaciones calificadas y obtener un certificado, deberás comprar la experiencia de Certificado, ya sea durante o después de participar como oyente. Si no ves la opción de oyente:
es posible que el curso no ofrezca la opción de participar como oyente. En cambio, puedes intentar con una Prueba gratis o postularte para recibir ayuda económica.
Es posible que el curso ofrezca la opción 'Curso completo, sin certificado'. Esta opción te permite ver todos los materiales del curso, enviar las evaluaciones requeridas y obtener una calificación final. También significa que no podrás comprar una experiencia de Certificado.
¿Qué recibiré si me suscribo a este Programa especializado?
Cuando te inscribes en un curso, obtienes acceso a todos los cursos que forman parte del Programa especializado y te darán un Certificado cuando completes el trabajo. Se añadirá tu Certificado electrónico a la página Logros. Desde allí, puedes imprimir tu Certificado o añadirlo a tu perfil de LinkedIn. Si solo quieres leer y visualizar el contenido del curso, puedes auditar el curso sin costo.
¿Hay ayuda económica disponible?
Sí. En ciertos programas de aprendizaje, puedes postularte para recibir ayuda económica o una beca en caso de no poder costear los gastos de la tarifa de inscripción. Si hay ayuda económica o becas disponibles para tu selección de programa de aprendizaje, verás un enlace para postularte en la página de descripción.

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Habilidades que obtendrás