课程信息
4.8
120 个评分
18 个审阅
专项课程

第 2 门课程(共 4 门)

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20 小时

建议:4 week so study, 2-4 hours/week...
可选语言

英语(English)

字幕:英语(English)

您将学到的内容有

  • Check

    Customer value applications in pricing products

  • Check

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

  • Check

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

  • Check

    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
专项课程

第 2 门课程(共 4 门)

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20 小时

建议:4 week so study, 2-4 hours/week...
可选语言

英语(English)

字幕:英语(English)

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

Understanding Customer Value

Welcome to Week 1! We kick off the week with an overview of the course so that you'll know what to expect with an optional review of the specialization and three pricing lenses (watch these if you want a refresher). Then we'll dive into the content! This week, you'll learn about customer value--what it is and its relevance to pricing. You'll see how consumers make decisions--and why knowing consumers' willingness to pay is so important when setting a product's price. Next, we'll take a look at customer value in developing economies and how and why companies succeed (or not!) with value-based pricing in these markets. You'll finish the week with a solid understanding of "customer value" and how that impacts pricing strategy....
Reading
13 个视频 (总计 71 分钟), 3 个阅读材料, 3 个测验
Video13 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
Reading3 个阅读材料
Course Overview & Requirements10分钟
Survey10分钟
Using Discussion Forums to Deepen Your Learning10分钟
Quiz3 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
完成时间(小时)
完成时间为 2 小时

Implementing Value-based Pricing

Now that you have an understanding of customer value, let's dive into value-based pricing in greater depth. This week, we'll show you how to price to the demand curve using three tools: the price piano, the price ladder, and incentive curves. We'll take a look at customer value drivers in a B2B context and walk through a process to price a new product. Then Ron and Thomas will show you how price elasticity plays into value-based pricing. Implementing value-based pricing requires detailed analysis. Let's get started!...
Reading
11 个视频 (总计 62 分钟), 4 个测验
Video11 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
Quiz4 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 Value2分钟
Week 2 Implementing Value-based Pricing Quiz36分钟
3
完成时间(小时)
完成时间为 4 小时

Measuring Customer Preferences

As you learned in Week 1, understanding customer willingness to pay (WTP) is critical for effective pricing. This week, we'll show you two ways to measure willingness to pay: surveys and conjoint analysis. You'll see how one company, Adios Junk Mail, used surveys to better understand WTP. Conjoint is a terrific tool, and we'll walk you through how it's used to determine product preferences and prices. You'll finish the week with a solid understanding of how to measure customer preferences and use this information in your pricing strategy....
Reading
15 个视频 (总计 67 分钟), 1 个阅读材料, 4 个测验
Video15 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
Reading1 个阅读材料
Case: Adios Junk Mail30分钟
Quiz4 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
完成时间(小时)
完成时间为 5 小时

Considering the Human Nature of Customers

Last week you considered pricing using a rational utility model. But humans are not always rational beings--and your pricing strategy needs to consider other behavioral drivers. We'll look at the psychology behind consumer purchase decisions and the mental accounting that impacts those decisions. Next we'll consider consumer price perceptions and ways to frame prices and create better deals and discount plans that work for both the consumer and the seller. Then, we'll take a look at two real-world cases, the Portland Trailblazers and Fidelity Investments so that you can practice using tools from throughout the course in a real-world case. You'll finish the course with fresh insights into value-based pricing and its applications....
Reading
15 个视频 (总计 78 分钟), 1 个阅读材料, 5 个测验
Video15 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
Reading1 个阅读材料
Case Debrief Videos10分钟
Quiz4 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
4.8
18 个审阅Chevron Right
职业方向

50%

完成这些课程后已开始新的职业生涯
工作福利

50%

通过此课程获得实实在在的工作福利

热门审阅

创建者 VYFeb 19th 2018

The instructors use the real world scenarios in the simplest possible way to be understood , and tell you the to the point concepts involved in these business scenarios

创建者 RSJun 5th 2017

Wonderful course! If I had some idea how to price regarding economic concepts - then this course gives me completely new very practical methodologies!

讲师

Avatar

Jean Manuel Izaret

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

Associate Director, Pricing
Marketing, Sales & Pricing Practice
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Ronald T. Wilcox

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

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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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