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.

Learning Objectives

  • Importance of value in buying decisions. 
  • Price differentiation. 
  • The value proposition.
  • Cost based pricing. 
  • Competition based pricing. 
  • Customer driven pricing.
  • Three key pricing strategy questions Economic value to customer. 
  • Calculating value based price
  • Pricing strategy formulation.
  • Who should control pricing - sales, marketing or finance?

Course Outline

  • Lesson 1: Demand Curve and Pricing
  • Lesson 2: Determining Willingness To Pay
  • Lesson 3: Playing The Pricing Piano or Price Discrimination
  • Lesson 4: Pricing Psychology


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