Acerca de este Curso
4.8
74 calificaciones
9 revisiones
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. Led by 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....
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Calendar

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Beginner Level

Nivel principiante

Clock

Sugerido: 4 weeks of study, 2-4 hours per week

Aprox. 15 horas para completar
Comment Dots

English

Subtítulos: English
Globe

Cursos 100 % en línea

Comienza de inmediato y aprende a tu propio ritmo.
Calendar

Fechas límite flexibles

Restablece las fechas límite en función de tus horarios.
Beginner Level

Nivel principiante

Clock

Sugerido: 4 weeks of study, 2-4 hours per week

Aprox. 15 horas para completar
Comment Dots

English

Subtítulos: English

Programa - Qué aprenderás en este curso

1

Sección
Clock
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....
Reading
10 videos (Total: 43 min), 3 readings, 3 quizzes
Video10 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
Reading3 lecturas
Course Overview & Requirements10m
Survey10m
Using Discussion Forums to Deepen Your Learning10m
Quiz3 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

Sección
Clock
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....
Reading
10 videos (Total: 46 min), 3 quizzes
Video10 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 Takeawaysm
Quiz3 ejercicios de práctica
Practice Quiz on Value Mapping9m
Practice Quiz on Game Theory21m
Week 2 Quiz on Predicting Competitive Reactions36m

3

Sección
Clock
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....
Reading
13 videos (Total: 57 min), 1 reading, 3 quizzes
Video13 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
Reading1 lectura
Case Study: SmartOps Corporation: Forging Smart Alliances?10m
Quiz3 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

Sección
Clock
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....
Reading
10 videos (Total: 60 min), 5 quizzes
Video10 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 Product3m
Bundle Pricing9m
Creating Economically Sound Pricing Bundles9m
Week 4 Takeaways1m
Quiz4 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
4.8

Principales revisiones

por RSJun 21st 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 MASep 27th 2017

Excellent course with a lot of practical examples and great learning.

Instructores

Jean Manuel Izaret

Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice

Ronald T. Wilcox

NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice

Acerca de University of 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....

Acerca de BCG

The 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....

Acerca del programa especializado Pricing Strategy Optimization

In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from The 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....
Pricing Strategy Optimization

Preguntas Frecuentes

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

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