How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits.
提供方
弗吉尼亚大学
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课程信息
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第 1 门课程（共 4 门）
初级
Some familiarity with business is helpful, but not required.
完成时间大约为12 小时
英语（English）
字幕：法语（French）, （欧洲人讲的）葡萄牙语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 罗马尼亚语
您将学到的内容有
How to apply knowledge of basic economics to make better pricing decisions
How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits
How to calculate three types of price elasticities to determine the impact of price on demand
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
可灵活调整截止日期
根据您的日程表重置截止日期。
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 1 门课程（共 4 门）
初级
Some familiarity with business is helpful, but not required.
完成时间大约为12 小时
英语（English）
字幕：法语（French）, （欧洲人讲的）葡萄牙语, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）, 罗马尼亚语
提供方
弗吉尼亚大学
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.
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Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy.
授课大纲 - 您将从这门课程中学到什么
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!
完成时间为 3 小时
13 个视频 （总计 55 分钟）, 4 个阅读材料, 3 个测验
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.
完成时间为 2 小时
12 个视频 （总计 40 分钟）, 1 个阅读材料, 4 个测验
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!
完成时间为 2 小时
13 个视频 （总计 67 分钟）
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!
完成时间为 5 小时
16 个视频 （总计 77 分钟）, 1 个阅读材料, 5 个测验
审阅
来自COST AND ECONOMICS IN PRICING STRATEGY的热门评论
由 RZ 提供Dec 19, 2017
Pretty good content, but would have liked the option to do more practice problems, particularly problems using formulas from the course and real world applications. Overall it was a valuable course.
由 MP 提供May 7, 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.
由 AG 提供Apr 5, 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.
由 MK 提供Jul 21, 2019
Excellent introduction to the mathematics behind cost and pricing strategies. This course gave me a lot of good information that I've already started putting into practice at work.
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 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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