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.
このコースはPricing Strategy Optimization の専門講座に属します。
Pricing Strategy in Practice
提供：
バージニア大学（University of Virginia）
BCG
このコースについて
10,509 最近の表示
学習内容
How to use the three lenses to set an optimal strategic price to maximize revenue
How to approach a pricing case, glean information, and work through a complicated pricing decision
How to utilize tools and data to analyze and recommend a strategic response to a real world pricing situation
習得するスキル
Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics
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。
次における4の4コース
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。
中級レベル
Some familiarity with business is helpful, but not required.
約11時間で修了
推奨：4 weeks of study, 3-5 hours/week
英語
字幕：英語
シラバス - 本コースの学習内容
3時間で修了
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.
3時間で修了
15件のビデオ （合計60分）, 5 readings, 3 quizzes
15件のビデオ
Three Lenses4 分
Course Overview4 分
Developing the Three Lens Framework2 分
Using the Three Lenses8 分
Knowledge Is Not Enough3 分
Case Introduction1 分
Assignment 1 Introduction4 分
Review: Basic Metrics of Pricing: Margins and Markups5 分
Calculating Power Usage and Cost3 分
Assignment Debrief: Superbulb Failure3 分
Assignment Debrief: LED Price Considerations3 分
Assignment Debrief: Retailer Margin Justification5 分
Assignment Debrief: Customer Economics4 分
The Myth of the Invisible Hand2 分
5件の学習用教材
Course Overview & Requirements10 分
Survey10 分
Philips: Pricing the LED Bulb (A)10 分
Week 1 Case Questions10 分
Case-based Learning at Darden12 分
3の練習問題
Superbulb Economics20 分
LED Price Considerations20 分
Customer Economics20 分
2時間で修了
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.
2時間で修了
8件のビデオ （合計36分）, 1 reading, 2 quizzes
8件のビデオ
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
Assignment Debrief: Learning about the Market Using Conjoint Analysis3 分
Assignment Debrief: Calculating WTP Using Conjoint3 分
1件の学習用教材
Week 2 Case Questions10 分
2の練習問題
Learning about the Market30 分
Calculating WTP Using Conjoint45 分
5時間で修了
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.
5時間で修了
2件のビデオ （合計8分）
3時間で修了
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.
3時間で修了
15件のビデオ （合計67分）, 2 readings, 1 quiz
15件のビデオ
Signaling Games4 分
Extensive Form Signaling Games7 分
Gas Wars and Takeaways4 分
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
Assignment 4 Debrief1 分
The Three Lenses Across Industries4 分
The Art and Science of Pricing3 分
A Career in Pricing3 分
Why I Love Pricing3 分
Course Conclusion30
2件の学習用教材
Philips: Pricing the LED Bulb (B)30 分
Week 4 Case Questions10 分
1の練習問題
Responding to Competitor Moves30 分
4.7
13件のレビュー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.
提供：
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.
Pricing Strategy Optimization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.
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