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Pricing Strategy Optimization

Jean Manuel Izaret, Ronald T. Wilcox, and Thomas Kohler

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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What's inside

Four courses

Cost and Economics in Pricing Strategy

(0 hours)
How much to charge for products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach.
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Customer Value in Pricing Strategy

(0 hours)
The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can price your products in a way that increases sales if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we'll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions.
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Market and Competition in Pricing Strategy

(0 hours)
If you haven’t considered your competition's pricing, you may not be maximizing your revenue. Analyze the market to influence price and improve margins. Learn how to implement competitive pricing and avoid legal pitfalls. Predict, influence, and respond to competitors’ pricing moves.
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Pricing Strategy in Practice

(0 hours)
In this project-based course, you'll use cost, customer value, and competition lenses to recommend optimal pricing and adjust to market disruptions. You'll practice setting profit-maximizing prices to improve price realization and finish with a portfolio-building project.
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Learning objectives

  • How to utilize the strategic power of pricing to set profit maximizing prices
  • Cost and economics in pricing strategy
  • How to leverage knowledge of customer value to develop a pricing strategy
  • Market and competitor pricing models that inform pricing decisions

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Time
36 hours
Level
Introductory
Via
Coursera
Institutions
University of Virginia
BCG
Instructors
Jean Manuel Izaret
Ronald T. Wilcox
Thomas Kohler
Level
Introductory
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