Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
营销组合实践 专项课程IE商学院课程信息
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第 2 门课程（共 5 门）
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完成时间大约为14 小时
英语（English）
字幕：英语（English）
您将获得的技能
PricingPsychologyPrice DiscriminationPricing Strategies
学生职业成果
17%
通过此课程获得实实在在的工作福利
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 2 门课程（共 5 门）
可灵活调整截止日期
根据您的日程表重置截止日期。
完成时间大约为14 小时
英语（English）
字幕：英语（English）
提供方
IE商学院
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
教学大纲 - 您将从这门课程中学到什么
完成时间为 3 小时
Demand Curve and Pricing
In this module we will start with the importance of pricing, especially for the bottom line. Having this in mind, and after showing how pricing is the most important driver of profitability, when you finish this module you will be able to execute cost, competition and customer-based pricing. You will also be able to use the concepts of price elasticity and optimal price while setting prices for your products and services.
完成时间为 3 小时
12 个视频 （总计 51 分钟）, 9 个阅读材料, 4 个测验
12 个视频
Trailer46
Introduction to the course2分钟
Importance of Pricing4分钟
Pricing Complexity3分钟
Pricing Approaches2分钟
Cost Based Pricing4分钟
Cost Based Pricing Printer Example4分钟
Competition Based Pricing3分钟
Customer Based Pricing5分钟
Price Elasticity6分钟
Optimal Price2分钟
Expert Interviews: Felix Krohn of Wolters Kluwer10分钟
9 个阅读材料
How to Price Your Products1分钟
The Price is Wrong5分钟
Traditional Approaches to Pricing9分钟
£1100 for a hamburger?10分钟
Methods to Price Your Product12分钟
Pricing Fashion with Science15分钟
Price Elasticity of Demand3分钟
Why the Highest Price isn’t the Best Price20分钟
Pricing New Products16分钟
4 个练习
Practice Quiz on the Importance of Pricing3分钟
Practice Quiz on Price Elasticity7分钟
Practice Quiz for Optimal Price4分钟
Module 1 Graded Assessment35分钟
完成时间为 5 小时
Determining Willingness to Pay
After finishing this module you will be able to take advantage of four different methods to determine the willingness to pay from customers. Whether using Market Data or Experiments (Observation based) or Expert or Customer Surveys (Survey based), you'll be able to use this information in order to identify the optimal price.
完成时间为 5 小时
9 个视频 （总计 53 分钟）, 7 个阅读材料, 2 个测验
9 个视频
Price Response Estimation3分钟
Market Data1分钟
Market Data Yogurt Example5分钟
Experiments6分钟
Expert Surveys3分钟
Customer Surveys7分钟
Customer Surveys Camera Example5分钟
Advanced (OPTIONAL): Conjoint Analysis18分钟
7 个阅读材料
Willingness to pay – definition and meaning10分钟
Link to the Pricing Simulation45分钟
Measuring Willingness-to-Pay50分钟
Price Testing7分钟
Experiments in Pricing10分钟
Best practices for every step of survey creation5分钟
A Review of Methods for Measuring Willingness-to-Pay50分钟
2 个练习
Practice Quiz on Price Experiments3分钟
Module 2 Graded Assessment30分钟
完成时间为 4 小时
Playing the Pricing Piano or Price Discrimination
What we see in the real world is that companies don't only charge one price for all their products, but rather set different prices for different products with respect to different customer segments. After looking at the benefits of price discrimination (and the significant revenue and profit potential behind it), you will be able to figure out what type and how to implement price discrimination for your products and services.
完成时间为 4 小时
11 个视频 （总计 75 分钟）, 5 个阅读材料, 3 个测验
11 个视频
Forms of Price Discrimination3分钟
Expert Interviews: Alejandro Hermo of Burger King11分钟
Product Versioning - Complements5分钟
Product Versioning - Substitutes6分钟
Bundling12分钟
Mixed Bundling Telecommunications Example8分钟
Purchase Quantity9分钟
Buyer Identification2分钟
Purchase Location2分钟
Time of Purchase5分钟
5 个阅读材料
Investopedia: What is Price Discrimination15分钟
Price Differentiation30分钟
Pay-per-laugh: Customers charged exactly for what they "consume"10分钟
1000% Price Markup?8分钟
The Price You Pay Depends on Time and Day5分钟
2 个练习
Practice Quiz on Bundling6分钟
Module 3 Graded Assessment34分钟
完成时间为 2 小时
Pricing Psychology
In this final module we will look at pricing psychology. You will then be able to "manipulate" customers so they perceive a higher value in the products and services that you deliver, or so that they feel less pain by paying the price of purchasing your products. You will have in your toolkit multiple ways to maximize your sales, revenues, and profitability. We will also conduct a couple of experiments with volunteer customers to see how price affects perceptions, and how you can profit from it.
完成时间为 2 小时
9 个视频 （总计 36 分钟）, 5 个阅读材料, 1 个测验
9 个视频
Pricing experiments: Price as a quality indicator2分钟
Price Anchoring5分钟
Pricing experiments: The Decoy Effect3分钟
Prospect Theory5分钟
Price Endings3分钟
The Pain of Paying7分钟
Brief of the course3分钟
Ready to continue on this journey?50
5 个阅读材料
Psychological Pricing: 4 Strategies, Examples and Tactics10分钟
Quality Perceptions, Hitting the Spot4分钟
A Luxury Example of Anchoring5分钟
Price Endings' Field Experiments Results40分钟
Pain of Paying, out in the Field5分钟
1 个练习
Module 4 Graded Assessment40分钟
审阅
来自PRICING STRATEGY的热门评论
由 OB 提供Oct 3, 2018
Very fine course with good videos and explanations of the basics of Pricing. The articles were relevant but many of them rather old and could do with an update. All in all a recommendable course!
由 BT 提供Mar 19, 2017
Although they are harder concepts and more practices to remember, it was a very insightful course! I truly enjoyed the additional readings to elaborate on the lectures. Thank you very much, IE!
由 AJ 提供Mar 19, 2020
I had always been afraid of Pricing and any other subject that required some mathematical skills. But this course was so helpful in both educating me and boosting my self-confidence in Pricing.
由 SR 提供Jun 11, 2016
Great course. All the concepts were clearly explained. They had provided plenty of case studies, articles, journals and books to read. The content delivery was great. I found it very useful.
关于 营销组合实践 专项课程
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
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