课程信息
4.8
200 个评分
46 个审阅
专项课程

第 1 门课程(共 4 门),位于

100% 在线

100% 在线

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。
初级

初级

Some familiarity with business is helpful, but not required.

完成时间(小时)

完成时间大约为22 小时

建议:4 weeks of study; 2-4 hours/week; the last week there is a longer project to complete...
可选语言

英语(English)

字幕:英语(English), 罗马尼亚语...

您将学到的内容有

  • Check

    How to apply knowledge of basic economics to make better pricing decisions

  • Check

    How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits

  • Check

    How to calculate three types of price elasticities to determine the impact of price on demand

  • Check

    How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.

您将获得的技能

Cost-Based PricingChannel and Direct-to-Consumer PricingPricing StrategiesPrice DiscriminationPrice Elasticity Of Demand
专项课程

第 1 门课程(共 4 门),位于

100% 在线

100% 在线

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。
初级

初级

Some familiarity with business is helpful, but not required.

完成时间(小时)

完成时间大约为22 小时

建议:4 weeks of study; 2-4 hours/week; the last week there is a longer project to complete...
可选语言

英语(English)

字幕:英语(English), 罗马尼亚语...

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

Pricing Fundamentals

Welcome to the first week of Cost and Economics in Pricing Strategy course! We'll begin our study of pricing by looking at some basic economic principles relevant to pricing, such as cost and cost variations and what that implies about the supply curve. Then we'll take a closer look at one pricing mechanism: auctions. You will never look at eBay the same!...
Reading
13 个视频(共 55 分钟), 4 个阅读材料, 3 个测验
Video13 个视频
Three Pricing Lenses4分钟
What to Expect This Week1分钟
Basic Metrics of Pricing: Margins and Markups5分钟
The Relationship Between Price and Quantity: Demand Schedules5分钟
The Relationship between Price and Quantity: Functional Form5分钟
Cost, Cost Variations and Supply Curves4分钟
Auctions as a Pricing Mechanism3分钟
English Auctions3分钟
Dutch Auctions3分钟
Sealed Bid Auctions6分钟
B2B Auctions7分钟
Module 1 Takeaways分钟
Reading4 个阅读材料
Course Overview & Requirements10分钟
Survey10分钟
Using Discussion Forums to Deepen Your Learning10分钟
Top Ten Learner Tips10分钟
Quiz3 个练习
Practice Quiz on Basic Economics18分钟
Practice Quiz on Auctions12分钟
Week 1 Pricing Fundamentals Quiz36分钟
2
完成时间(小时)
完成时间为 2 小时

Price Discrimination

This week we'll tackle three areas that will help you improve the effectiveness of your pricing strategy. First, we'll take a look at price discrimination and how to set prices for different customer segments to maximize profits. You'll learn about the price and margin waterfall and how creating one for your business can help identify "leaks" that you can prevent. Then we'll examine volume-based pricing, or pricing differently for different volumes to encourage consumption, of a consumer product: Heinz Ketchup. When we're done, you'll be very aware of the impact package size has on your own consumption--and how to use this knowledge to price products....
Reading
12 个视频(共 40 分钟), 1 个阅读材料, 4 个测验
Video12 个视频
Cost-plus Pricing5分钟
Price Discrimination Based on Cost Variation4分钟
Price and Margin Waterfall4分钟
Product Line Pricing Principles4分钟
Product Line Pricing: Paper Towels6分钟
Product Line Pricing: Ketchup5分钟
Product Line Pricing: Principle 31分钟
Other Incentives That Lower Costs3分钟
Field Trip to Kroger's Ketchup Aisle: The Heinz Case1分钟
Heinz Case Debrief1分钟
Module 2 Takeaways分钟
Reading1 个阅读材料
Case Study: Heinz Ketchup: Pricing the Product Line15分钟
Quiz4 个练习
Practice Quiz on Cost-plus Pricing15分钟
Quiz on the Heinz Case20分钟
Practice Quiz on Product Line Pricing15分钟
Week 2 Quiz on Price Discrimination30分钟
3
完成时间(小时)
完成时间为 2 小时

Common Pricing Metrics: Elasticities

This week we'll dive deep into the world of demand modeling. We'll start with a brief overview of regressions--what they are, why they're useful and how to calculate them using Excel. Then you'll get a chance to use regressions as you learn about three types of elasticities--relationships between demand and price or other factors--and the drivers of these elasticities. We'll finish with a price optimization based on demand models--a truly useful method for pricing based on economic factors. By the end of this week, you'll be able to impress your colleagues and friends with your knowledge of mathematical models and how to use them to inform your pricing strategy!...
Reading
13 个视频(共 67 分钟), 3 个测验
Video13 个视频
Calculating Regressions9分钟
Interpreting Regression Outputs5分钟
Price Elasticities8分钟
Cross-Price Elasticity6分钟
Income Elasticity4分钟
Drivers of Price Elasticity3分钟
Drivers of Price Elasticity: Market Share4分钟
Drivers of Price Elasticity: Competitors' Prices4分钟
Calculus: Taking a Derivative3分钟
Price Optimization Considering Demand8分钟
Price Optimization Example4分钟
Module 3 Takeaways1分钟
Quiz3 个练习
Practice Quiz: Regressions12分钟
Practice Quiz on Price Elasticities15分钟
Week 3 Quiz on Price Elasticities30分钟
4
完成时间(小时)
完成时间为 5 小时

Channel and Direct-to-Consumer Pricing

Welcome to our final week together in this course! We'll finish by discussing key concepts related to channel pricing--or pricing through the supply chain. You'll learn about double-marginalization, time value of money, and customer lifetime value (CLV)--not only what they are, but how to use them to improve pricing decisions. Then we'll show you three different pricing techniques that you can use to improve direct-to-consumer pricing. You'll finish with a real-world case analysis of Retail Relay, an online grocery ordering and delivery service. You'll be able to recommend a viable approach to their pricing dilemma based on knowledge from this course. Enjoy! ...
Reading
16 个视频(共 77 分钟), 1 个阅读材料, 5 个测验
Video16 个视频
Double Marginalization9分钟
Channel Pricing3分钟
Using Time Value of Money to Evaluate a Project3分钟
Using Time Value of Money to Compare Different Projects4分钟
Customer Lifetime Value (CLV)8分钟
Measuring CLV3分钟
Measuring CLV Examples7分钟
Purchase Occasion Probabilities9分钟
Case Application: Retail Relay Intro1分钟
Case Application: Retail Relay Debrief1分钟
Marginal Cost Pricing Defined2分钟
Marginal Cost Pricing Airline Industry Example5分钟
Peak Load Pricing3分钟
Index-Based Pricing5分钟
Module 4 Takeaways1分钟
Reading1 个阅读材料
Case Study: Retail Relay10分钟
Quiz4 个练习
Retail Relay Case Quiz20分钟
Practice Quiz on Double Marginalization, Time Value of Money, and CLV15分钟
Practice Quiz on Pricing Methods15分钟
Week 4 Quiz on Channel and Direct-to-Consumer Pricing30分钟
4.8
职业方向

33%

完成这些课程后已开始新的职业生涯
工作福利

83%

通过此课程获得实实在在的工作福利
职业晋升

29%

加薪或升职

热门审阅

创建者 MPMay 8th 2018

Concepts in this course are challenging but the class is setup for students to succeed. I really enjoyed this course and would recommend it to anyone looking to learn more about pricing strategy.

创建者 AGApr 6th 2018

Even if you are familiar with the basics of microeconomics, and cost structures, this course combines it all together to provide a new perspective of using these models and concepts in pricing.

讲师

Avatar

Jean Manuel Izaret

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

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice
Avatar

Ronald T. Wilcox

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

关于 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....

关于 BCG

The 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....

关于 Pricing Strategy Optimization 专项课程

In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from The 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

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