课程信息

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学生职业成果

50%

完成这些课程后已开始新的职业生涯

50%

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 4 门)
可灵活调整截止日期
根据您的日程表重置截止日期。
初级

Some familiarity with business is helpful, but not required.

完成时间大约为15 小时
英语(English)
字幕:英语(English)

您将学到的内容有

  • Customer value applications in pricing products

  • How to leverage core value-based pricing techniques to inform pricing decisions

  • How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)

  • Consumer psychology applications in setting prices beneficial to both consumers and sellers

您将获得的技能

Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology

学生职业成果

50%

完成这些课程后已开始新的职业生涯

50%

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 4 门)
可灵活调整截止日期
根据您的日程表重置截止日期。
初级

Some familiarity with business is helpful, but not required.

完成时间大约为15 小时
英语(English)
字幕:英语(English)

提供方

弗吉尼亚大学 徽标

弗吉尼亚大学

波士顿咨询公司 徽标

波士顿咨询公司

教学大纲 - 您将从这门课程中学到什么

1

1

完成时间为 3 小时

Understanding Customer Value

完成时间为 3 小时
13 个视频 (总计 71 分钟), 3 个阅读材料, 3 个测验
13 个视频
Three Lenses4分钟
Week 1 & Course Introduction2分钟
Consumer Decision Process: Involvement and Visibility3分钟
Mapping Purchase Processes10分钟
Customer Value and Value Drivers5分钟
Differentiating Customer Value by Customer Segment4分钟
Willingness to Pay and Demand Curves8分钟
Serving Consumers in Developing Economies8分钟
Story of Nano8分钟
Story of Ala9分钟
Pricing Strategies for Developing Economies1分钟
Week 1 Takeaways59
3 个阅读材料
Course Overview & Requirements10分钟
Survey10分钟
Using Discussion Forums to Deepen Your Learning10分钟
3 个练习
Practice Quiz on Customer Value Basics21分钟
Practice Quiz on Customer Value in Developing Economies12分钟
Week 1 Understanding Customer Value Quiz30分钟
2

2

完成时间为 3 小时

Implementing Value-based Pricing

完成时间为 3 小时
11 个视频 (总计 62 分钟)
11 个视频
Price to Demand Curve6分钟
Application of Price to Demand Curve: Price Piano6分钟
Application of Price to Demand Curve: Price Ladder6分钟
Application of Price to Demand Curve: Incentive Curves4分钟
Customer Value Drivers in a B2B Context3分钟
Value-based Price Setting for a New Product: Steps 1&26分钟
Value-based Price Setting for a New Product: Steps 3-510分钟
Price Elasticity: Intersection of Economics and Customer Value 17分钟
Price Elasticity: Intersection of Economics and Customer Value 26分钟
Week 2 Takeaways41
4 个练习
Practice Quiz on Pricing to the Demand Curve18分钟
Practice Quiz on Pricing New Products9分钟
Practice Quiz on Pricing Based on Economics and Customer Value30分钟
Week 2 Implementing Value-based Pricing Quiz36分钟
3

3

完成时间为 4 小时

Measuring Customer Preferences

完成时间为 4 小时
15 个视频 (总计 67 分钟), 1 个阅读材料, 4 个测验
15 个视频
Obtaining Willingness to Pay from Surveys6分钟
Interpreting Combined Survey Data6分钟
Case Intro: Adios Junk Mail58
Case Debrief: Adios Junk Mail1分钟
Conjoint Analysis Applications4分钟
Why Conjoint?4分钟
Conjoint Analysis: Steps 1-38分钟
Conjoint Analysis: Step 4 and Product Preferences7分钟
Attribute Trade-offs2分钟
Attribute Importances4分钟
Conjoint Analysis: Willingness to Pay5分钟
Conjoint Analysis: Other Ways to Interpret Data3分钟
Conjoint Analysis: Propensity Modeling7分钟
Week 3 Takeaways1分钟
1 个阅读材料
Case: Adios Junk Mail1 小时 30 分
4 个练习
Adios Junk Mail: Case Quiz15分钟
Practice Quiz on Obtaining WTP from Surveys12分钟
Practice Quiz on Conjoint Analysis18分钟
Week 3 Measuring Customer Preferences Quiz36分钟
4

4

完成时间为 5 小时

Considering the Human Nature of Customers

完成时间为 5 小时
15 个视频 (总计 78 分钟), 1 个阅读材料, 5 个测验
15 个视频
Mental Accounting and Price Perceptions6分钟
Money Is Not Money4分钟
What We Can Learn from Ginsu Knives6分钟
Integrating Losses7分钟
Minimizing Losses and Give a Win with a Loss6分钟
Considering Consumer Price Perceptions: The Framing Effect4分钟
Gain and Loss Frames in Pricing2分钟
The Pain of Paying3分钟
Separate the Pain of Paying from Consumption6分钟
Anchoring and Price Primacy5分钟
Visual Tricks, Free as a Special Price, and Hedonic Bundling9分钟
Price Decoy6分钟
Applying the Customer Value Lens: Subscription Pricing4分钟
Week 4 Takeaways & Course Wrap-up1分钟
1 个阅读材料
Case Debrief Videos10分钟
4 个练习
Practice Quiz on Mental Accounting8分钟
Practice Quiz on Consumer Price Perceptions9分钟
Practice Quiz on Mental Shortcuts that Affect Pricing10分钟
Week 4 Consumer Psychology Quiz30分钟

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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....
Pricing Strategy Optimization

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