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 from this Darden School of Business at the University of Virginia and Boston Consulting Group course.
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Pricing Strategy Optimization の専門講座バージニア大学（University of Virginia）このコースについて
Some familiarity with business is helpful, but not required.
習得するスキル
Some familiarity with business is helpful, but not required.
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バージニア大学（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
Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy.
シラバス - 本コースの学習内容
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.
Customer Value 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.
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.
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.
レビュー
PRICING STRATEGY IN PRACTICE からの人気レビュー
Very Insightful Specialization Course. The contents and delivery are helpful in understanding pricing strategy and being able to apply the skills.
An excellent specialisation - I enjoyed every minute of it. Good teachers, well thought through material presented with some humour.
great course and content. even after almost 10 years in the business environment i was able to learn something new
This is a very useful course that I have taken in pricing. I enjoyed learning it and it is very helpful for me.
Pricing Strategy Optimization専門講座について
よくある質問
いつ講座や課題にアクセスできるようになりますか？
講義と課題へのアクセスは、登録のタイプによって異なります。聴講モードでコースを受講すると、ほとんどのコース教材を無料で見ることができます。採点された課題にアクセスして修了証を取得するには、聴講中または聴講後に、修了証エクスペリエンスを購入する必要があります。聴講オプションが表示されない場合：
- コースは聴講オプションを提供していない可能性があります。代わりに無料トライアルをお試しいただくか、学資援助を申請することができます。
- コースは、聴講オプションを提供せずに「修了証なしフルコース」オプションを提供する場合があります。このオプションでは、すべてのコース教材が表示され、必須の評価を提出して、最終成績を取得することができます。この場合、修了証エクスペリエンスは購入できません。
この専門講座をサブスクライブすると何を行うことができるようになりますか？
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。
Is financial aid available?
はい。受講料の支払いが難しい受講生に、Coursera（コーセラ）は学資援助を提供しています。左側の［登録］ボタンの下にある［学資援助］のリンクをクリックして申請してください。申請書の入力を促すメッセージが表示され、承認されると通知が届きます。キャップストーンプロジェクトを含む専門講座の各コースでこのステップを完了する必要があります。詳細。
コースを修了することで大学の単位は付与されますか？
このコースでは大学の単位は付与されませんが、一部の大学ではコース修了証を単位として承認する場合があります。詳細については、大学にお問い合わせください。Coursera（コーセラ）のオンライン学位および Mastertrack™証明書は、大学の単位を取得する機会を提供します。
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。
