このコースについて
5,038 最近の表示

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.

約18時間で修了

推奨:4 weeks of study, 2-4 hours per week...

英語

字幕:英語

学習内容

  • Check

    Market and competition applications in product pricing

  • Check

    How to utilize game theory to influence market pricing

  • Check

    How to leverage competitor pricing models and knowledge of the product lifecycle to price products

  • Check

    Strategies for price discrimination in competitive markets

習得するスキル

Competitor Pricing ModelsPricing StrategiesPricing to CompetitionPrice DiscriminationMarket Segmentation

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.

約18時間で修了

推奨:4 weeks of study, 2-4 hours per week...

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 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....
10件のビデオ (合計43分), 3 readings, 3 quizzes
10件のビデオ
Three Lenses4 分
Course Introduction2 分
Legal Structures Related to Pricing4 分
The Sherman Antitrust Act4 分
The Clayton Act4 分
The Robinson-Patman Act3 分
Common Practices & Shifts in Interpretation6 分
Competitive Framework7 分
Week 1 Takeaways1 分
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 Legal Aspects of Pricing24 分
Practice Quiz on the Competitive Framework6 分
Week 1 Quiz on Understanding the Playing Field36 分
2
2時間で修了

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....
10件のビデオ (合計46分), 3 quizzes
10件のビデオ
Value Mapping5 分
Value Mapping: Sandisk vs PNY5 分
Introduction to Game Theory2 分
The Prisoner's Dilemma5 分
The Evolution of Cooperation8 分
Signaling Games4 分
Extensive Form Signaling Games7 分
Gas Wars and Takeaways4 分
Week 2 Takeaways59
3の練習問題
Practice Quiz on Value Mapping9 分
Practice Quiz on Game Theory21 分
Week 2 Quiz on Predicting Competitive Reactions36 分
3
3時間で修了

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....
13件のビデオ (合計57分), 1 reading, 3 quizzes
13件のビデオ
Competitor Pricing Models3 分
Competitive Price Moves: Understand Competitive Dynamics9 分
Competitive Price Moves: Assess Your Options6 分
Competitive Price Moves: Choose and Execute Best Move4 分
Price Wars6 分
Pricing through the Product Life Cycle6 分
Pricing in the Growth Phase3 分
Pricing in the Maturity Phase6 分
Pricing in the Decline Phase5 分
Case Introduction: SmartOps2 分
Case Debrief: SmartOps1 分
Week 3 Takeaways1 分
1件の学習用教材
Case Study: SmartOps Corporation: Forging Smart Alliances?10 分
3の練習問題
Practice Quiz on Competitor Pricing Models18 分
Practice Quiz on Pricing through the Product Life Cycle12 分
Week 3 Quiz on Disrupting Markets and Engaging in Coopetition36 分
4
4時間で修了

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....
10件のビデオ (合計60分), 5 quizzes
10件のビデオ
Customer Segmentation Strategies10 分
B2B Segmentation Strategies5 分
Weber-Fechner Law of Pricing4 分
Weber-Fechner and Pricing9 分
Pricing Your Least Expensive Products4 分
Pricing Your Most Expensive Products3 分
Bundle Pricing9 分
Creating Economically Sound Pricing Bundles9 分
Week 4 Takeaways1 分
4の練習問題
Practice Quiz on Customer Segmentation Strategies9 分
Practice Quiz on Product Line Pricing12 分
Practice Quiz on Bundle Pricing9 分
Week 4 Quiz on Implementing Price Discrimination in Competitive Markets36 分
4.8
11件のレビューChevron Right

人気のレビュー

by 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.

by AHJan 14th 2019

I have added new information to me, it was an excellent course and I would like to complete another course. and I would to thank all teachers

講師

Avatar

Jean Manuel Izaret

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

Ronald T. Wilcox

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

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice

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

よくある質問

  • 修了証に登録すると、すべてのビデオ、テスト、およびプログラミング課題(該当する場合)にアクセスできます。ピアレビュー課題は、セッションが開始してからのみ、提出およびレビューできます。購入せずにコースを検討することを選択する場合、特定の課題にアクセスすることはできません。

  • コースに登録する際、専門講座のすべてのコースにアクセスできます。コースの完了時には修了証を取得できます。電子修了証が成果のページに追加され、そこから修了証を印刷したり、LinkedInのプロフィールに追加したりできます。コースの内容の閲覧のみを希望する場合は、無料でコースを聴講できます。

さらに質問がある場合は、受講者向けヘルプセンターにアクセスしてください。