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. 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, this course provides an in-depth understanding of market-based pricing and how to use it to capture more revenue.
Este curso forma parte de Programa Especializado - Pricing Strategy Optimization
ofrecido por
Universidad de Virginia
BCG
Programa Especializado - Pricing Strategy OptimizationUniversidad de VirginiaAcerca de este Curso
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Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 3 de 4 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel principiante
Some familiarity with business is helpful, but not required.
Aprox. 12 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
Qué aprenderás
Market and competition applications in product pricing
How to utilize game theory to influence market pricing
How to leverage competitor pricing models and knowledge of the product lifecycle to price products
Strategies for price discrimination in competitive markets
Habilidades que obtendrás
Competitor Pricing ModelsPricing StrategiesPricing to CompetitionPrice DiscriminationMarket Segmentation
Certificado para compartir
Obtén un certificado al finalizar
100 % en línea
Comienza de inmediato y aprende a tu propio ritmo.
Curso 3 de 4 en
Fechas límite flexibles
Restablece las fechas límite en función de tus horarios.
Nivel principiante
Some familiarity with business is helpful, but not required.
Aprox. 12 horas para completar
Inglés (English)
Subtítulos: Inglés (English)
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.
Programa - Qué aprenderás en este curso
3 horas para completar
Understanding the Playing Field
Welcome! Competitive pricing is all about setting prices based on what companies with similar products and services charge. To use this approach effectively, you have to understand the playing field. In particular, you need to know general legal parameters that guide competition in the market place. In this module, you'll get basic background knowledge so that you can use market knowledge in your pricing strategy and still stay on the right side of antitrust law. Then Thomas will join you to introduce the competitive pricing framework , which you can use to assess pricing options, anticipate your competitors' pricing strategy, and determine whether to price to competition or to elasticity.
3 horas para completar
10 videos (Total 43 minutos), 3 lecturas, 3 cuestionarios
10 videos
Three Lenses4m
Course Introduction2m
Legal Structures Related to Pricing4m
The Sherman Antitrust Act4m
The Clayton Act4m
The Robinson-Patman Act3m
Common Practices & Shifts in Interpretation6m
Competitive Framework7m
Week 1 Takeaways1m
3 lecturas
Course Overview & Requirements10m
Survey10m
Using Discussion Forums to Deepen Your Learning10m
3 ejercicios de práctica
Practice Quiz on Legal Aspects of Pricing24m
Practice Quiz on the Competitive Framework6m
Week 1 Quiz on Understanding the Playing Field36m
2 horas para completar
Predicting Competitive Reactions
Now that you know more about the playing field, let's take a look at how to predict competitive reactions. Thomas will show you value mapping, a tool that yields valuable insights into the value-price relationship relative to your competitors, and how to apply it in a real-world example. Then you'll dive into game theory, a field with many applications. Here, you'll use it anticipate and respond to price competition so that you can cooperate and compete without colluding.
2 horas para completar
10 videos (Total 46 minutos)
10 videos
Value Mapping5m
Value Mapping: Sandisk vs PNY5m
Introduction to Game Theory2m
The Prisoner's Dilemma5m
The Evolution of Cooperation8m
Signaling Games4m
Extensive Form Signaling Games7m
Gas Wars and Takeaways4m
Week 2 Takeaways59s
3 ejercicios de práctica
Practice Quiz on Value Mapping9m
Practice Quiz on Game Theory21m
Week 2 Quiz on Predicting Competitive Reactions36m
3 horas para completar
Disrupting Markets and Engaging in "Coopetition"
Disrupting competition and engaging in "coopetition" can benefit all players in the market--but not all the time. Using knowledge from game theory and pricing models can help you understand when this strategy can be beneficial. Thomas will introduce two competitor pricing models--price moves and price wars--and show you how to use these models to predict and respond to competitors. Then Ron will show you various strategies to optimize prices through the four phases of the product life cycle, from disruptive to declining products. Then you will use the SmartOps case to apply your knowledge of "coopetition" to analyze a real-world pricing decision.
3 horas para completar
13 videos (Total 57 minutos), 1 lectura, 3 cuestionarios
13 videos
Competitor Pricing Models3m
Competitive Price Moves: Understand Competitive Dynamics9m
Competitive Price Moves: Assess Your Options6m
Competitive Price Moves: Choose and Execute Best Move4m
Price Wars6m
Pricing through the Product Life Cycle6m
Pricing in the Growth Phase3m
Pricing in the Maturity Phase6m
Pricing in the Decline Phase5m
Case Introduction: SmartOps2m
Case Debrief: SmartOps1m
Week 3 Takeaways1m
1 lectura
Case Study: SmartOps Corporation: Forging Smart Alliances?10m
3 ejercicios de práctica
Practice Quiz on Competitor Pricing Models18m
Practice Quiz on Pricing through the Product Life Cycle12m
Week 3 Quiz on Disrupting Markets and Engaging in Coopetition36m
4 horas para completar
Implementing Price Discrimination in Competitive Markets
Price discrimination -- selling the same product to different market segments at different prices -- allows companies to optimize profits, even in competitive markets. It begins with customer segmentation, and Ron will show you practical segmentation strategies for both B2B and B2C contexts. Then you'll learn how to apply the Weber-Fechner Law, which sounds complicated, but is actually quite intuitive and useful when pricing quality-differentiated product lines. Finally, you'll learn the basics of bundle pricing and how to create economically sound bundles.
4 horas para completar
10 videos (Total 60 minutos)
10 videos
Customer Segmentation Strategies10m
B2B Segmentation Strategies5m
Weber-Fechner Law of Pricing4m
Weber-Fechner and Pricing9m
Pricing Your Least Expensive Products4m
Pricing Your Most Expensive Products3m
Bundle Pricing9m
Creating Economically Sound Pricing Bundles9m
Week 4 Takeaways1m
4 ejercicios de práctica
Practice Quiz on Customer Segmentation Strategies9m
Practice Quiz on Product Line Pricing12m
Practice Quiz on Bundle Pricing9m
Week 4 Quiz on Implementing Price Discrimination in Competitive Markets36m
Revisiones
Principales revisiones sobre MARKET AND COMPETITION IN PRICING STRATEGY
por RS20 de jun. de 2017
Great course, great specialization. A very nice presentation of the Market and Competition lens - legal, game theory and cooperation through competition, all come together very nicely in this course.
por SG29 de abr. de 2020
The course is well structured and provide lot of information to grasp. I will suggest all the MBAs and budding entrepreneur to go through the course and learn each and every thing.
por AG14 de jul. de 2020
I still need to look how the course can be applied to digital products and apps world. May be you can add more lectures on that? I am happy to share some stuff on that
por CB16 de feb. de 2018
I think this course is useful for a person like me who never learned economics before in order to transfer into the business consulting field.
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.
¿Cuál es la política de reembolsos?
Si estás suscrito, obtienes una prueba gratis de 7 días, que podrás cancelar cuando desees sin ningún tipo de penalidad. Una vez transcurrido ese tiempo, no realizamos reembolsos. No obstante, puedes cancelar tu suscripción cuando quieras. Consulta nuestra política completa de reembolsos.
¿Hay ayuda económica disponible?
Sí, Coursera ofrece ayuda económica a los estudiantes que no pueden pagar la tarifa. Solicítala haciendo clic en el enlace de Ayuda económica que está debajo del botón “Inscribirse” a la izquierda. Se te pedirá que completes una solicitud. Recibirás una notificación en caso de que se apruebe. Deberás completar este paso para cada uno de los cursos que forman parte del Programa especializado, incluido el proyecto final. Obtén más información.
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