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初級レベル

Some familiarity with business is helpful, but not required.

英語

字幕:英語, ルーマニア語

学習内容

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    How to apply knowledge of basic economics to make better pricing decisions

  • Check

    How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits

  • Check

    How to calculate three types of price elasticities to determine the impact of price on demand

  • Check

    How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.

習得するスキル

Cost-Based PricingChannel and Direct-to-Consumer PricingPricing StrategiesPrice DiscriminationPrice Elasticity Of Demand

100%オンライン

自分のスケジュールですぐに学習を始めてください。

柔軟性のある期限

スケジュールに従って期限をリセットします。

初級レベル

Some familiarity with business is helpful, but not required.

英語

字幕:英語, ルーマニア語

シラバス - 本コースの学習内容

1
3時間で修了

Pricing Fundamentals

Welcome to the first week of Cost and Economics in Pricing Strategy course! We'll begin our study of pricing by looking at some basic economic principles relevant to pricing, such as cost and cost variations and what that implies about the supply curve. Then we'll take a closer look at one pricing mechanism: auctions. You will never look at eBay the same!

...
13件のビデオ (合計55分), 4 readings, 3 quizzes
13件のビデオ
Basic Metrics of Pricing: Margins and Markups5 分
The Relationship Between Price and Quantity: Demand Schedules5 分
The Relationship between Price and Quantity: Functional Form5 分
Cost, Cost Variations and Supply Curves4 分
Auctions as a Pricing Mechanism3 分
English Auctions3 分
Dutch Auctions3 分
Sealed Bid Auctions6 分
B2B Auctions7 分
Module 1 Takeaways59
4件の学習用教材
Course Overview & Requirements10 分
Survey10 分
Using Discussion Forums to Deepen Your Learning10 分
Top Ten Learner Tips10 分
3の練習問題
Practice Quiz on Basic Economics18 分
Practice Quiz on Auctions12 分
Week 1 Pricing Fundamentals Quiz36 分
2
2時間で修了

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.

...
12件のビデオ (合計40分), 1 reading, 4 quizzes
12件のビデオ
Price and Margin Waterfall4 分
Product Line Pricing Principles4 分
Product Line Pricing: Paper Towels6 分
Product Line Pricing: Ketchup5 分
Product Line Pricing: Principle 31 分
Other Incentives That Lower Costs3 分
Field Trip to Kroger's Ketchup Aisle: The Heinz Case1 分
Heinz Case Debrief1 分
Module 2 Takeaways54
1件の学習用教材
Case Study: Heinz Ketchup: Pricing the Product Line15 分
4の練習問題
Practice Quiz on Cost-plus Pricing15 分
Quiz on the Heinz Case20 分
Practice Quiz on Product Line Pricing15 分
Week 2 Quiz on Price Discrimination30 分
3
2時間で修了

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!

...
13件のビデオ (合計67分), 3 quizzes
13件のビデオ
Price Elasticities8 分
Cross-Price Elasticity6 分
Income Elasticity4 分
Drivers of Price Elasticity3 分
Drivers of Price Elasticity: Market Share4 分
Drivers of Price Elasticity: Competitors' Prices4 分
Calculus: Taking a Derivative3 分
Price Optimization Considering Demand8 分
Price Optimization Example4 分
Module 3 Takeaways1 分
3の練習問題
Practice Quiz: Regressions12 分
Practice Quiz on Price Elasticities15 分
Week 3 Quiz on Price Elasticities30 分
4
5時間で修了

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!

...
16件のビデオ (合計77分), 1 reading, 5 quizzes
16件のビデオ
Using Time Value of Money to Evaluate a Project3 分
Using Time Value of Money to Compare Different Projects4 分
Customer Lifetime Value (CLV)8 分
Measuring CLV3 分
Measuring CLV Examples7 分
Purchase Occasion Probabilities9 分
Case Application: Retail Relay Intro1 分
Case Application: Retail Relay Debrief1 分
Marginal Cost Pricing Defined2 分
Marginal Cost Pricing Airline Industry Example5 分
Peak Load Pricing3 分
Index-Based Pricing5 分
Module 4 Takeaways1 分
1件の学習用教材
Case Study: Retail Relay10 分
4の練習問題
Retail Relay Case Quiz20 分
Practice Quiz on Double Marginalization, Time Value of Money, and CLV15 分
Practice Quiz on Pricing Methods15 分
Week 4 Quiz on Channel and Direct-to-Consumer Pricing30 分
4.8
59件のレビューChevron Right

33%

コース終了後に新しいキャリアをスタートした

42%

コースが具体的なキャリアアップにつながった

24%

昇給や昇進につながった

Cost and Economics in Pricing Strategy からの人気レビュー

by MPMay 8th 2018

Concepts in this course are challenging but the class is setup for students to succeed. I really enjoyed this course and would recommend it to anyone looking to learn more about pricing strategy.

by AGApr 6th 2018

Even if you are familiar with the basics of microeconomics, and cost structures, this course combines it all together to provide a new perspective of using these models and concepts in pricing.

講師

Avatar

Jean Manuel Izaret

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

Associate Director, Pricing
Marketing, Sales & Pricing Practice
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Ronald T. Wilcox

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

バージニア大学(University of Virginia)について

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について

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....

Pricing Strategy Optimizationの専門講座について

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....
Pricing Strategy Optimization

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