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初級レベル

Some familiarity with business is helpful, but not required.

英語

字幕:英語

学習内容

  • Check

    Customer value applications in pricing products

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    How to leverage core value-based pricing techniques to inform pricing decisions

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    How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)

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    Consumer psychology applications in setting prices beneficial to both consumers and sellers

習得するスキル

Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology

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

シラバス - 本コースの学習内容

1
3時間で修了

Understanding Customer Value

Welcome to Week 1! We kick off the week with an overview of the course so that you'll know what to expect with an optional review of the specialization and three pricing lenses (watch these if you want a refresher). Then we'll dive into the content! This week, you'll learn about customer value--what it is and its relevance to pricing. You'll see how consumers make decisions--and why knowing consumers' willingness to pay is so important when setting a product's price. Next, we'll take a look at customer value in developing economies and how and why companies succeed (or not!) with value-based pricing in these markets. You'll finish the week with a solid understanding of "customer value" and how that impacts pricing strategy.

...
13件のビデオ (合計71分), 3 readings, 3 quizzes
13件のビデオ
Three Lenses4 分
Week 1 & Course Introduction2 分
Consumer Decision Process: Involvement and Visibility3 分
Mapping Purchase Processes10 分
Customer Value and Value Drivers5 分
Differentiating Customer Value by Customer Segment4 分
Willingness to Pay and Demand Curves8 分
Serving Consumers in Developing Economies8 分
Story of Nano8 分
Story of Ala9 分
Pricing Strategies for Developing Economies1 分
Week 1 Takeaways59
3件の学習用教材
Course Overview & Requirements10 分
Survey10 分
Using Discussion Forums to Deepen Your Learning10 分
3の練習問題
Practice Quiz on Customer Value Basics21 分
Practice Quiz on Customer Value in Developing Economies12 分
Week 1 Understanding Customer Value Quiz30 分
2
2時間で修了

Implementing Value-based Pricing

Now that you have an understanding of customer value, let's dive into value-based pricing in greater depth. This week, we'll show you how to price to the demand curve using three tools: the price piano, the price ladder, and incentive curves. We'll take a look at customer value drivers in a B2B context and walk through a process to price a new product. Then Ron and Thomas will show you how price elasticity plays into value-based pricing. Implementing value-based pricing requires detailed analysis. Let's get started!

...
11件のビデオ (合計62分), 4 quizzes
11件のビデオ
Price to Demand Curve6 分
Application of Price to Demand Curve: Price Piano6 分
Application of Price to Demand Curve: Price Ladder6 分
Application of Price to Demand Curve: Incentive Curves4 分
Customer Value Drivers in a B2B Context3 分
Value-based Price Setting for a New Product: Steps 1&26 分
Value-based Price Setting for a New Product: Steps 3-510 分
Price Elasticity: Intersection of Economics and Customer Value 17 分
Price Elasticity: Intersection of Economics and Customer Value 26 分
Week 2 Takeaways41
4の練習問題
Practice Quiz on Pricing to the Demand Curve18 分
Practice Quiz on Pricing New Products9 分
Practice Quiz on Pricing Based on Economics and Customer Value2 分
Week 2 Implementing Value-based Pricing Quiz36 分
3
4時間で修了

Measuring Customer Preferences

As you learned in Week 1, understanding customer willingness to pay (WTP) is critical for effective pricing. This week, we'll show you two ways to measure willingness to pay: surveys and conjoint analysis. You'll see how one company, Adios Junk Mail, used surveys to better understand WTP. Conjoint is a terrific tool, and we'll walk you through how it's used to determine product preferences and prices. You'll finish the week with a solid understanding of how to measure customer preferences and use this information in your pricing strategy.

...
15件のビデオ (合計67分), 1 reading, 4 quizzes
15件のビデオ
Obtaining Willingness to Pay from Surveys6 分
Interpreting Combined Survey Data6 分
Case Intro: Adios Junk Mail58
Case Debrief: Adios Junk Mail1 分
Conjoint Analysis Applications4 分
Why Conjoint?4 分
Conjoint Analysis: Steps 1-38 分
Conjoint Analysis: Step 4 and Product Preferences7 分
Attribute Trade-offs2 分
Attribute Importances4 分
Conjoint Analysis: Willingness to Pay5 分
Conjoint Analysis: Other Ways to Interpret Data3 分
Conjoint Analysis: Propensity Modeling7 分
Week 3 Takeaways1 分
1件の学習用教材
Case: Adios Junk Mail1 時間 30 分
4の練習問題
Adios Junk Mail: Case Quiz15 分
Practice Quiz on Obtaining WTP from Surveys12 分
Practice Quiz on Conjoint Analysis18 分
Week 3 Measuring Customer Preferences Quiz36 分
4
5時間で修了

Considering the Human Nature of Customers

Last week you considered pricing using a rational utility model. But humans are not always rational beings--and your pricing strategy needs to consider other behavioral drivers. We'll look at the psychology behind consumer purchase decisions and the mental accounting that impacts those decisions. Next we'll consider consumer price perceptions and ways to frame prices and create better deals and discount plans that work for both the consumer and the seller. Then, we'll take a look at two real-world cases, the Portland Trailblazers and Fidelity Investments so that you can practice using tools from throughout the course in a real-world case. You'll finish the course with fresh insights into value-based pricing and its applications.

...
15件のビデオ (合計78分), 1 reading, 5 quizzes
15件のビデオ
Mental Accounting and Price Perceptions6 分
Money Is Not Money4 分
What We Can Learn from Ginsu Knives6 分
Integrating Losses7 分
Minimizing Losses and Give a Win with a Loss6 分
Considering Consumer Price Perceptions: The Framing Effect4 分
Gain and Loss Frames in Pricing2 分
The Pain of Paying3 分
Separate the Pain of Paying from Consumption6 分
Anchoring and Price Primacy5 分
Visual Tricks, Free as a Special Price, and Hedonic Bundling9 分
Price Decoy6 分
Applying the Customer Value Lens: Subscription Pricing4 分
Week 4 Takeaways & Course Wrap-up1 分
1件の学習用教材
Case Debrief Videos10 分
4の練習問題
Practice Quiz on Mental Accounting8 分
Practice Quiz on Consumer Price Perceptions9 分
Practice Quiz on Mental Shortcuts that Affect Pricing10 分
Week 4 Consumer Psychology Quiz30 分
4.8
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Customer Value in Pricing Strategy からの人気レビュー

by VYFeb 19th 2018

The instructors use the real world scenarios in the simplest possible way to be understood , and tell you the to the point concepts involved in these business scenarios

by RSJun 5th 2017

Wonderful course! If I had some idea how to price regarding economic concepts - then this course gives me completely new very practical methodologies!

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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