课程信息
4.6
457 个评分
95 个审阅
专项课程

第 2 门课程(共 5 门),位于

100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

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(小时)

完成时间大约为12 小时

建议:7 hours/week...
可选语言

英语(English)

字幕:英语(English), 韩语...

您将获得的技能

PricingPsychologyPrice DiscriminationPricing Strategies
专项课程

第 2 门课程(共 5 门),位于

100% online

100% online

立即开始,按照自己的计划学习。
可灵活调整截止日期

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(小时)

完成时间大约为12 小时

建议:7 hours/week...
可选语言

英语(English)

字幕:英语(English), 韩语...

教学大纲 - 您将从这门课程中学到什么

1
完成时间(小时)
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....
Reading
12 个视频(共 51 分钟), 8 个阅读材料, 4 个测验
Video12 个视频
Trailer分钟
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
Reading8 个阅读材料
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
Quiz4 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
2
完成时间(小时)
完成时间为 4 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....
Reading
9 个视频(共 53 分钟), 6 个阅读材料, 2 个测验
Video9 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
Reading6 个阅读材料
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
Quiz2 个练习
Practice Quiz on Price Experiments3分钟
Module 2 Graded Assessment30分钟
3
完成时间(小时)
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....
Reading
11 个视频(共 75 分钟), 4 个阅读材料, 3 个测验
Video11 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
Reading4 个阅读材料
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
Quiz2 个练习
Practice Quiz on Bundling6分钟
Module 3 Graded Assessment34分钟
4
完成时间(小时)
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....
Reading
9 个视频(共 36 分钟), 4 个阅读材料, 1 个测验
Video9 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?分钟
Reading4 个阅读材料
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
Quiz1 个练习
Module 4 Graded Assessment40分钟
4.6
95 个审阅Chevron Right

热门审阅

创建者 BTMar 20th 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!

创建者 SRJun 12th 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.

讲师

Avatar

Martin Boehm

Professor of Marketing
Dean of IE Business School

关于 IE Business School

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. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

关于 Marketing Mix Implementation 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....
Marketing Mix Implementation

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