关于此课程： 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.
制作方： University of Virginia, BCG
教学方： Jean Manuel Izaret, Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
教学方： Ronald T. Wilcox, NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing
教学方： Thomas Kohler, Associate Director, Pricing
Marketing, Sales & Pricing Practice
| 基本信息 | 课程 4（共 4 门，Pricing Strategy Optimization Specialization ） |
| 级别 | 中级 |
| 承诺学习时间 | 4 weeks of study, 3-5 hours/week |
| 语言 | English |
| 如何通过 | 通过所有计分作业以完成课程。 |
| 用户评分 |
授课大纲
第 1 周
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, 5 个阅读材料
- 视频: Three Lenses
- 视频: Course Overview
- Reading: Course Overview & Requirements
- Reading: Survey
- Discussion Prompt: Connect with your classmates!
- 视频: Developing the Three Lens Framework
- 视频: Using the Three Lenses
- 视频: Knowledge Is Not Enough
- 视频: Case Intro
- Reading: Philips: Pricing the LED Bulb (A)
- 视频: Getting Started Assignment 1
- Reading: Week 1 Case Questions
- 视频: Review: Basic Metrics of Pricing: Margins and Markups
- 视频: Calculating Power Usage and Cost
- Reading: Case-based Learning at Darden
- Discussion Prompt: Beginning your case analysis
- 视频: Assignment Debrief--Superbulb Failure
- 视频: Assignment Debrief--LED Price Considerations
- Discussion Prompt: Is the 55% retailer margin justified?
- 视频: Assignment Debrief--Retailer Margin Justification
- 视频: Assignment Debrief--Customer Economics
- 视频: The Myth of the Invisible Hand
已评分: Superbulb Economics
已评分: LED Price Considerations
已评分: Customer Economics
第 2 周
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, 1 个阅读材料
- Reading: Week 2 Case Questions
- 视频: Conjoint Analysis: Steps 1 – 3
- 视频: Conjoint Analysis: Step 4 and Product Preferences
- 视频: Attribute Trade-offs
- 视频: Attribute Importances
- 视频: Conjoint Analysis: Willingness to Pay
- 视频: Debrief: Learning about the Market Using Conjoint Analysis
- 视频: Assignment Debrief--Calculating WTP Using Conjoint
已评分: Learning about the Market
已评分: Calculating WTP Using Conjoint
第 3 周
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
- 视频: Assignment 3 Debrief
已评分: Recommend a Strategy for Philips
第 4 周
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, 2 个阅读材料
- Reading: Philips: Pricing the LED Bulb (B)
- Reading: Week 4 Case Questions
- Discussion Prompt: If Philips enters the B2C market...
- 视频: Signaling Games
- 视频: Extensive Form Signaling Games
- 视频: Gas Wars and Takeaways
- 视频: Competitor Pricing Models
- 视频: Competitive Price Moves: Understand Competitive Dynamics
- 视频: Competitive Price Moves: Assess Your Options
- 视频: Competitive Price Moves: Choose and Execute Best Move
- 视频: Price Wars
- 视频: Assignment 4 Debrief
- Discussion Prompt: What did you see in your local market?
- 视频: The Three Lenses Across Industries
- 视频: The Art and Science of Pricing
- 视频: A Career in Pricing
- 视频: Why I Love Pricing
- Discussion Prompt: Update your resume!
- 视频: Course Conclusion
已评分: Responding to Competitor Moves
常见问题解答
运作方式
Coursework
Each course is like an interactive textbook, featuring pre-recorded videos, quizzes and projects.
Help from Your Peers
Connect with thousands of other learners and debate ideas, discuss course material, and get help mastering concepts.
Certificates
Earn official recognition for your work, and share your success with friends, colleagues, and employers.
制作方
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.
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.
价格
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评分和审阅
I really appreciate instructors for their hard work and dedication for sharing the material. This course summarizes the previous three courses and brings the concepts all together. Tons of practical examples. I highly recommend this course.
Excellent business and application oriented course
Just superb. One of the best MOOCs ever.
This is a very useful course that I have taken in pricing. I enjoyed learning it and it is very helpful for me.