Pricing Strategy in Practice

Location type
Logo Coursera
Provider rating: starstarstarstar_borderstar_border 6.3 Coursera has an average rating of 6.3 (out of 4 reviews)

Need more information? Get more details on the site of the provider.

Description

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with …

Read the complete description

Frequently asked questions

There are no frequently asked questions yet. Send an Email to info@springest.com

Didn't find what you were looking for? See also: Economics, Business Analysis, C/C++, Hour of Code, and Listening.

When you enroll for courses through Coursera you get to choose for a paid plan or for a free plan

  • Free plan: No certicification and/or audit only. You will have access to all course materials except graded items.
  • Paid plan: Commit to earning a Certificate—it's a trusted, shareable way to showcase your new skills.

About this course: In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess.

Created by:  University of Virginia, BCG
  • Taught by:  Jean Manuel Izaret, Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice

  • Taught by:  Ronald T. Wilcox, NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs

    Marketing
  • Taught by:  Thomas Kohler, Associate Director, Pricing

    Marketing, Sales & Pricing Practice
Basic Info Course 4 of 4 in the Pricing Strategy Optimization Specialization Level Intermediate Commitment 4 weeks of study, 4-6 hours/week Language English How To Pass Pass all graded assignments to complete the course. User Ratings 4.6 stars Average User Rating 4.6See what learners said 課程作業

每門課程都像是一本互動的教科書,具有預先錄製的視頻、測驗和項目。

來自同學的幫助

與其他成千上萬的學生相聯繫,對想法進行辯論,討論課程材料,並尋求幫助來掌握概念。

證書

獲得正式認證的作業,並與朋友、同事和雇主分享您的成功。

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. BCG 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 85 offices in 48 countries. For more information, please visit bcg.com.

Syllabus


WEEK 1


Retail Market Dynamics



Welcome to the course! We'll kick off the week with an overview of the project, which centers around Philips introduction of an eco-friendly light bulb. Once you've read the case, Thomas and Ron will guide you as you apply the cost lens to analyze the economics of the LED light bulb Philips has introduced to the market. After you've analyzed the economics of the case, Ron and Thomas will debrief to make sure you are on the right track. You will also hear from BCG pricing experts, who will share their lessons and tips gleaned from years of helping clients in multiple industries optimize their prices and improve the bottom line.


15 videos, 5 readings expand


  1. Video: Pricing Specialization Overview
  2. Video: Three Lenses
  3. Video: Course Overview
  4. 閱讀: Course Overview & Requirements
  5. 閱讀: Survey
  6. 討論提示: Connect with your classmates!
  7. Video: Developing the Three Lens Framework
  8. Video: Using the Three Lenses
  9. Video: Knowledge Is Not Enough
  10. Video: Case Intro
  11. 閱讀: Philips: Pricing the LED Bulb (A)
  12. Video: Getting Started Assignment 1
  13. 閱讀: Week 1 Case Questions
  14. Video: Review: Basic Metrics of Pricing: Margins and Markups
  15. Video: Calculating Power Usage and Cost
  16. 閱讀: Case-based Learning at Darden
  17. 討論提示: Beginning your case analysis
  18. Video: Assignment Debrief--Superbulb Failure
  19. Video: Assignment Debrief--LED Price Considerations
  20. 討論提示: Is the 55% retailer margin justified?
  21. Video: Assignment Debrief--Retailer Margin Justification
  22. Video: Assignment Debrief--Customer Economics
  23. Video: The Myth of the Invisible Hand

Graded: Superbulb Economics
Graded: LED Price Considerations
Graded: Customer Economics

WEEK 2


Customer and Conjoint Analysis



This week, we will dig deeper into customer value using conjoint analysis to determine the price sensitivity of consumers and businesses. Thomas and Ron will show you how to graph the conjoint data to easily compare these two markets--and you'll do additional analysis of the conjoint data to learn more about what consumers value. Using your analysis, you'll hone your pricing recommendation.


8 videos, 1 reading expand


  1. Video: Assignment 2 Intro
  2. 閱讀: Week 2 Case Questions
  3. Video: Conjoint Analysis: Steps 1 – 3
  4. Video: Conjoint Analysis: Step 4 and Product Preferences
  5. Video: Attribute Trade-offs
  6. Video: Attribute Importances
  7. Video: Conjoint Analysis: Willingness to Pay
  8. Video: Learning about the Market Using Conjoint Analysis
  9. Video: Assignment Debrief--Calculating WTP Using Conjoint

Graded: Learning about the Market Using Conjoint Analysis
Graded: Calculating WTP Using Conjoint

WEEK 3


Price Recommendation



This week, you will pull everything together to make a pricing recommendation for Philips. You will recommend which markets they should serve (B2B, B2C, or both) and how they should price their LED bulbs. You'll learn how to lay out your thought process and rationale in a tightly edited slide deck that presents your recommendations in a compelling way.


2 videos expand


  1. Video: Getting Started: Assignment 3
  2. Video: Assignment 3 Debrief

Graded: Recommend a Strategy for Philips

WEEK 4


Curveball



This week, you will respond to new developments in the LED light bulb market: a new competitor and new regulations. Just like in real life, you'll need to adjust your strategy when the competitive landscape changes and new regulations emerge and reconsider the retail marketplace and reevaluate the B2B market. You'll also head out into your own "real world" and do some detective work about the LED bulb market in your area and relate those finding to the case. We'll finish the course with BCG pricing experts sharing their insights into what makes pricing such a rewarding field.


15 videos, 2 readings expand


  1. Video: Getting Started: Assignment 4
  2. 閱讀: Philips: Pricing the LED Bulb (B)
  3. 閱讀: Week 4 Case Questions
  4. 討論提示: If Philips enters the B2C market...
  5. Video: Signaling Games
  6. Video: Extensive Form Signaling Games
  7. Video: Gas Wars and Takeaways
  8. Video: Competitor Pricing Models
  9. Video: Competitive Price Moves: Understand Competitive Dynamics
  10. Video: Competitive Price Moves: Assess Your Options
  11. Video: Competitive Price Moves: Choose and Execute Best Move
  12. Video: Price Wars
  13. Video: Assignment 4 Debrief
  14. 討論提示: What did you see in your local market?
  15. Video: The Three Lenses Across Industries
  16. Video: The Art and Science of Pricing
  17. Video: A Career in Pricing
  18. Video: Why I Love Pricing
  19. 討論提示: Update your resume!
  20. Video: Course Conclusion

Graded: Responding to Competitor Moves
There are no reviews yet.

Share your review

Do you have experience with this course? Submit your review and help other people make the right choice. As a thank you for your effort we will donate $1.- to Stichting Edukans.

There are no frequently asked questions yet. Send an Email to info@springest.com