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.
提供方
弗吉尼亚大学
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课程信息
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第 4 门课程（共 4 门）
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中级
Some familiarity with business is helpful, but not required.
完成时间大约为13 小时
英语（English）
字幕：英语（English）
您将学到的内容有
How to use the three lenses to set an optimal strategic price to maximize revenue
How to approach a pricing case, glean information, and work through a complicated pricing decision
How to utilize tools and data to analyze and recommend a strategic response to a real world pricing situation
您将获得的技能
Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics
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 4 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。
中级
Some familiarity with business is helpful, but not required.
完成时间大约为13 小时
英语（English）
字幕：英语（English）
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.
波士顿咨询公司
Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy.
教学大纲 - 您将从这门课程中学到什么
完成时间为 3 小时
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.
完成时间为 3 小时
15 个视频 （总计 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 Introduction1分钟
Assignment 1 Introduction4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
完成时间为 2 小时
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.
完成时间为 2 小时
8 个视频 （总计 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
Assignment 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
完成时间为 5 小时
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.
完成时间为 5 小时
2 个视频 （总计 8 分钟）
完成时间为 3 小时
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.
完成时间为 3 小时
15 个视频 （总计 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 Conclusion30
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
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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