Acerca de este Curso
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Aprox. 12 horas para completar

Sugerido: 7 hours/week...

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Subtítulos: Inglés (English)

Habilidades que obtendrás

PricingPsychologyPrice DiscriminationPricing Strategies

100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.

Aprox. 12 horas para completar

Sugerido: 7 hours/week...

Inglés (English)

Subtítulos: Inglés (English)

Programa - Qué aprenderás en este curso

Semana
1
3 horas para completar

Demand Curve and Pricing

12 videos (Total 51 minutos), 8 lecturas, 4 cuestionarios
12 videos
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
8 lecturas
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
2
4 horas para completar

Determining Willingness to Pay

9 videos (Total 53 minutos), 6 lecturas, 2 cuestionarios
9 videos
Price Response Estimation3m
Market Data1m
Market Data Yogurt Example5m
Experiments6m
Expert Surveys3m
Customer Surveys7m
Customer Surveys Camera Example5m
Advanced (OPTIONAL): Conjoint Analysis18m
6 lecturas
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
3
4 horas para completar

Playing the Pricing Piano or Price Discrimination

11 videos (Total 75 minutos), 4 lecturas, 3 cuestionarios
11 videos
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
4 lecturas
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
4
2 horas para completar

Pricing Psychology

9 videos (Total 36 minutos), 4 lecturas, 1 cuestionario
9 videos
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
4 lecturas
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
4.6
116 revisionesChevron Right

17%

consiguió un beneficio tangible en su carrera profesional gracias a este curso

Principales revisiones sobre Pricing Strategy

por BTMar 20th 2017

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!

por SRJun 12th 2016

Great course. All the concepts were clearly explained. They had provided plenty of case studies, articles, journals and books to read. The content delivery was great. I found it very useful.

Instructor

Avatar

Martin Boehm

Professor of Marketing
Dean of IE Business School

Acerca de 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....

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....
Marketing Mix Implementation

Preguntas Frecuentes

  • Una vez que te inscribes para obtener un Certificado, tendrás acceso a todos los videos, cuestionarios y tareas de programación (si corresponde). Las tareas calificadas por compañeros solo pueden enviarse y revisarse una vez que haya comenzado tu sesión. Si eliges explorar el curso sin comprarlo, es posible que no puedas acceder a determinadas tareas.

  • 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.

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