提供方
University of Virginia
BCG
课程信息
4.6
57 ratings
In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess.
教学大纲 - 您将从这门课程中学到什么
1
章节
Retail Market Dynamics
Welcome to the course! We'll kick off the week with an overview of the project, which centers around Philips introduction of an eco-friendly light bulb. Once you've read the case, Thomas and Ron will guide you as you apply the cost lens to analyze the economics of the LED light bulb Philips has introduced to the market. After you've analyzed the economics of the case, Ron and Thomas will debrief to make sure you are on the right track. You will also hear from BCG pricing experts, who will share their lessons and tips gleaned from years of helping clients in multiple industries optimize their prices and improve the bottom line.
15 个视频（共 60 分钟）, 5 个阅读材料, 3 个测验
15 个视频
Three Lenses4分钟
Course Overview4分钟
Developing the Three Lens Framework2分钟
Using the Three Lenses8分钟
Knowledge Is Not Enough3分钟
Case Intro1分钟
Getting Started Assignment 14分钟
Review: Basic Metrics of Pricing: Margins and Markups5分钟
Calculating Power Usage and Cost3分钟
Assignment Debrief--Superbulb Failure3分钟
Assignment Debrief--LED Price Considerations3分钟
Assignment Debrief--Retailer Margin Justification5分钟
Assignment Debrief--Customer Economics4分钟
The Myth of the Invisible Hand2分钟
5 个阅读材料
Course Overview & Requirements10分钟
Survey10分钟
Philips: Pricing the LED Bulb (A)10分钟
Week 1 Case Questions10分钟
Case-based Learning at Darden12分钟
3 个练习
Superbulb Economics20分钟
LED Price Considerations20分钟
Customer Economics20分钟
2
章节
Customer Value and Conjoint Analysis
This week, we will dig deeper into customer value using conjoint analysis to determine the price sensitivity of consumers and businesses. Thomas and Ron will show you how to graph the conjoint data to easily compare these two markets--and you'll do additional analysis of the conjoint data to learn more about what consumers value. Using your analysis, you'll hone your pricing recommendation.
8 个视频（共 36 分钟）, 1 个阅读材料, 2 个测验
8 个视频
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
Debrief: Learning about the Market Using Conjoint Analysis3分钟
Assignment Debrief--Calculating WTP Using Conjoint3分钟
1 个阅读材料
Week 2 Case Questions10分钟
2 个练习
Learning about the Market30分钟
Calculating WTP Using Conjoint45分钟
3
章节
Price Recommendation
This week, you will pull everything together to make a pricing recommendation for Philips. You will recommend which markets they should serve (B2B, B2C, or both) and how they should price their LED bulbs. You'll learn how to lay out your thought process and rationale in a tightly edited slide deck that presents your recommendations in a compelling way.
2 个视频（共 8 分钟）, 1 个测验
4
章节
Curveball
This week, you will respond to new developments in the LED light bulb market: a new competitor and new regulations. Just like in real life, you'll need to adjust your strategy when the competitive landscape changes and new regulations emerge and reconsider the retail marketplace and reevaluate the B2B market. You'll also head out into your own "real world" and do some detective work about the LED bulb market in your area and relate those finding to the case. We'll finish the course with BCG pricing experts sharing their insights into what makes pricing such a rewarding field.
15 个视频（共 67 分钟）, 2 个阅读材料, 1 个测验
15 个视频
Signaling Games4分钟
Extensive Form Signaling Games7分钟
Gas Wars and Takeaways4分钟
Competitor Pricing Models3分钟
Competitive Price Moves: Understand Competitive Dynamics9分钟
Competitive Price Moves: Assess Your Options6分钟
Competitive Price Moves: Choose and Execute Best Move4分钟
Price Wars6分钟
Assignment 4 Debrief1分钟
The Three Lenses Across Industries4分钟
The Art and Science of Pricing3分钟
A Career in Pricing3分钟
Why I Love Pricing3分钟
Course Conclusion分钟
2 个阅读材料
Philips: Pricing the LED Bulb (B)30分钟
Week 4 Case Questions10分钟
1 个练习
Responding to Competitor Moves30分钟
4.6
热门审阅
创建者 UE•Jun 12th 2017
An excellent specialisation - I enjoyed every minute of it. Good teachers, well thought through material presented with some humour.
创建者 OO•Jul 24th 2018
Very insightful course, I am very happy I came across this.
讲师
Jean Manuel Izaret
Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Ronald T. Wilcox
NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree ProgramsMarketing
Thomas Kohler
Associate Director, PricingMarketing, Sales & Pricing Practice
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.
常见问题
When will I have access to the lectures and assignments?
Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
Is financial aid available?
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