Este curso forma parte de Programa especializado: Pricing Strategy Optimization

4.8
estrellas
637 calificaciones

93 %

Jean Manuel Izaret +2 instructores más

27.083 ya inscrito

Ofrecido Por

Universidad de Virginia

BCG

Programa especializado: Pricing Strategy OptimizationUniversidad de Virginia

Acerca de este Curso

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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. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked 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

Fechas límite flexibles

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100 % en línea

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Curso 1 de 4 en

Programa especializado: Pricing Strategy Optimization

Nivel principiante

Some familiarity with business is helpful, but not required.

Aprox. 12 horas para completar

Inglés (English)

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

Prueba Coursera para negocios

Qué aprenderás

How to apply knowledge of basic economics to make better pricing decisions
How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits
How to calculate three types of price elasticities to determine the impact of price on demand
How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.

Habilidades que obtendrás

Cost-Based Pricing
Channel and Direct-to-Consumer Pricing
Pricing Strategies
Price Discrimination
Price Elasticity Of Demand

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 1 de 4 en

Programa especializado: Pricing Strategy Optimization

Nivel principiante

Some familiarity with business is helpful, but not required.

Aprox. 12 horas para completar

Inglés (English)

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

Prueba Coursera para negocios

Instructores

Calificación del instructor

4,83/5 (100 calificaciones)

Ofrecido por

Universidad de Virginia

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.

BCG

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.

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Programa - Qué aprenderás en este curso

Calificación del contenido93%(4,786 calificaciones)

Semana

Semana 1

3 horas para completar

Pricing Fundamentals

3 horas para completar

13 videos (Total 55 minutos), 4 lecturas, 3 cuestionarios

13 videos

Introduction to the Specialization2m

Three Pricing Lenses4m

What to Expect This Week1m

Basic Metrics of Pricing: Margins and Markups5m

The Relationship Between Price and Quantity: Demand Schedules5m

The Relationship between Price and Quantity: Functional Form5m

Cost, Cost Variations and Supply Curves4m

Auctions as a Pricing Mechanism3m

English Auctions3m

Dutch Auctions3m

Sealed Bid Auctions6m

B2B Auctions7m

Module 1 Takeaways59s

4 lecturas

Course Overview & Requirements10m

Survey10m

Using Discussion Forums to Deepen Your Learning10m

Top Ten Learner Tips10m

3 ejercicios de práctica

Practice Quiz on Basic Economics18m

Practice Quiz on Auctions12m

Week 1 Pricing Fundamentals Quiz36m

Semana

Semana 2

2 horas para completar

Price Discrimination

This week we'll tackle three areas that will help you improve the effectiveness of your pricing strategy. First, we'll take a look at price discrimination and how to set prices for different customer segments to maximize profits. You'll learn about the price and margin waterfall and how creating one for your business can help identify "leaks" that you can prevent. Then we'll examine volume-based pricing, or pricing differently for different volumes to encourage consumption, of a consumer product: Heinz Ketchup. When we're done, you'll be very aware of the impact package size has on your own consumption--and how to use this knowledge to price products.

2 horas para completar

12 videos (Total 40 minutos), 1 lectura, 4 cuestionarios

12 videos

Intro to Price Discrimination1m

Cost-plus Pricing5m

Price Discrimination Based on Cost Variation4m

Price and Margin Waterfall4m

Product Line Pricing Principles4m

Product Line Pricing: Paper Towels6m

Product Line Pricing: Ketchup5m

Product Line Pricing: Principle 31m

Other Incentives That Lower Costs3m

Field Trip to Kroger's Ketchup Aisle: The Heinz Case1m

Heinz Case Debrief1m

Module 2 Takeaways54s

1 lectura

Case Study: Heinz Ketchup: Pricing the Product Line15m

4 ejercicios de práctica

Practice Quiz on Cost-plus Pricing15m

Quiz on the Heinz Case20m

Practice Quiz on Product Line Pricing15m

Week 2 Quiz on Price Discrimination30m

Semana

Semana 3

2 horas para completar

Common Pricing Metrics: Elasticities

This week we'll dive deep into the world of demand modeling. We'll start with a brief overview of regressions--what they are, why they're useful and how to calculate them using Excel. Then you'll get a chance to use regressions as you learn about three types of elasticities--relationships between demand and price or other factors--and the drivers of these elasticities. We'll finish with a price optimization based on demand models--a truly useful method for pricing based on economic factors. By the end of this week, you'll be able to impress your colleagues and friends with your knowledge of mathematical models and how to use them to inform your pricing strategy!

2 horas para completar

13 videos (Total 67 minutos)

13 videos

Intro to Common Pricing Metrics/Elasticities2m

Calculating Regressions9m

Interpreting Regression Outputs5m

Price Elasticities8m

Cross-Price Elasticity6m

Income Elasticity4m

Drivers of Price Elasticity3m

Drivers of Price Elasticity: Market Share4m

Drivers of Price Elasticity: Competitors' Prices4m

Calculus: Taking a Derivative3m

Price Optimization Considering Demand8m

Price Optimization Example4m

Module 3 Takeaways1m

3 ejercicios de práctica

Practice Quiz: Regressions12m

Practice Quiz on Price Elasticities15m

Week 3 Quiz on Price Elasticities30m

Semana

Semana 4

5 horas para completar

Channel and Direct-to-Consumer Pricing

Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy!

5 horas para completar

16 videos (Total 77 minutos), 1 lectura, 5 cuestionarios

16 videos

Intro to Channel and Direct to Consumer Pricing2m

Double Marginalization9m

Channel Pricing3m

Using Time Value of Money to Evaluate a Project3m

Using Time Value of Money to Compare Different Projects4m

Customer Lifetime Value (CLV)8m

Measuring CLV3m

Measuring CLV Examples7m

Purchase Occasion Probabilities9m

Case Application: Retail Relay Intro1m

Case Application: Retail Relay Debrief1m

Marginal Cost Pricing Defined2m

Marginal Cost Pricing Airline Industry Example5m

Peak Load Pricing3m

Index-Based Pricing5m

Module 4 Takeaways1m

1 lectura

Case Study: Retail Relay10m

4 ejercicios de práctica

Retail Relay Case Quiz20m

Practice Quiz on Double Marginalization, Time Value of Money, and CLV15m

Practice Quiz on Pricing Methods15m

Week 4 Quiz on Channel and Direct-to-Consumer Pricing30m

Reseñas

4.8

148 reseña

5 stars
83,72 %
4 stars
13,14 %
3 stars
2,03 %
2 stars
0,15 %
1 star
0,93 %

Principales reseñas sobre COST AND ECONOMICS IN PRICING STRATEGY

por LB31 de ago. de 2020

A great refresher course that allowed me to get back into the pricing calculations with ease. It can be challenging if you are not familiar with the statistical calculations.

por BY28 de may. de 2018

I would have loved if we were able to see a complete example, similar to the one we have done in the end of the course.

por IC24 de nov. de 2019

Amazing! price has been most of the time an uncertainty . This course gives you the learning you need for allocating pricing strategies to the right business scenario

por WW4 de jun. de 2022

The course is well planed and easy to absorb. The example is clear to understand plus, the formula is well used along side with real life example.

Ver todas las reseñas

Acerca de Programa especializado: Pricing Strategy Optimization

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.

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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Cost and Economics in Pricing Strategy

Acerca de este Curso

Qué aprenderás

Habilidades que obtendrás

Instructores

Jean Manuel Izaret

Thomas Kohler

Ronald T. Wilcox

Ofrecido por

Universidad de Virginia

BCG

Programa - Qué aprenderás en este curso

Pricing Fundamentals

Price Discrimination

Common Pricing Metrics: Elasticities

Channel and Direct-to-Consumer Pricing

Reseñas

Principales reseñas sobre COST AND ECONOMICS IN PRICING STRATEGY

Acerca de Programa especializado: Pricing Strategy Optimization

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Cost and Economics in Pricing Strategy

Acerca de este Curso

Qué aprenderás

Habilidades que obtendrás

Instructores

Jean Manuel Izaret

Thomas Kohler

Ronald T. Wilcox

Ofrecido por

Universidad de Virginia

BCG

Programa - Qué aprenderás en este curso

Pricing Fundamentals

Price Discrimination

Common Pricing Metrics: Elasticities

Channel and Direct-to-Consumer Pricing

Reseñas

Principales reseñas sobre COST AND ECONOMICS IN PRICING STRATEGY

Acerca de Programa especializado: Pricing Strategy Optimization

Preguntas Frecuentes

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