Estrategia de precios from Coursera

La fijación de precios es una de las decisiones de marketing más importantes pero menos comprendidas. Aprenda y practique conceptos y técnicas, y familiarícese con las últimas ideas sobre evaluación y formulación de estrategias de fijación de precios. Analice cómo las empresas intentan captar valor, además de beneficios, en los ingresos que obtienen.

A lo largo de este curso, aprenderá conceptos clave de la estrategia de fijación de precios, como la psicología de la fijación de precios, la discriminación de precios, la disposición a pagar de los clientes, el precio óptimo y la elasticidad de precios. Este curso se centra además en la dinámica de la fijación de precios y la reacción frente a y por parte de los competidores, adoptando un enfoque muy pragmático y directamente aplicable a su día a día profesional.

Después de este curso, podrá contribuir al proceso de formulación de estrategias de fijación de precios para sus propios productos y servicios, o los de su empresa.

Martin Boehm - Profesor del IE y Decano de la Escuela de Negocios con más de 10 años de experiencia - le guiará a través de cuatro módulos. Comenzamos con la importancia de la fijación de precios y cómo puede afectar en última instancia a los resultados finales. A continuación, pasamos a los métodos que le ayudarán a decidir cuál es el precio óptimo para su producto; y después a la discriminación de precios: ¿deberían todos sus productos seguir la misma estrategia de precios o debería diferenciarlos en función del segmento de clientes? Por último, analizaremos la psicología de la fijación de precios y cómo influir en los clientes para conseguir el precio más alto posible para su producto.

What's inside

Syllabus

La fijación de precios y la curva de la demanda

En este módulo, empezaremos por la importancia de la fijación de precios, en especial, para el resultado neto. Teniendo esto en mente, y tras demostrar cómo la fijación de precios es el factor conductor más importante de la rentabilidad, cuando termine este módulo podrá llevar a cabo fijaciones de precios basadas en clientes, en la competencia y en costes. Asimismo, podrá utilizar los conceptos de elasticidad del precio y el precio óptimo al fijar los precios de sus productos y servicios.

Determinando la disposición a pagar

Tras finalizar este módulo, podrá aprovechar los cuatro métodos distintos para determinar la disposición a pagar de los clientes. Ya se utilicen opciones como datos de mercado o experimentos (basados en observación) o encuestas a expertos o clientes (basadas en encuestas), podrá utilizar esta información para identificar el precio óptimo.

Discriminación de precios

Lo que vemos en el mundo real es que las empresas no cobran un mismo precio por todos sus productos, sino más bien que fijan precios distintos para productos diferentes con respecto a los diversos segmentos de clientes. Tras estudiar las ventajas de la discriminación de precios (y el significativo potencial en cuanto a ingresos y beneficios que conlleva), podrá determinar qué tipo de discriminación de precios implantar la en sus productos y servicios y la forma de hacerlo.

La psicología de los precios

En este módulo final, trataremos de la psicología que hay detrás de la fijación de precios. De esta forma, podrá «manipular» a los clientes de modo que perciban un valor superior en los productos y servicios que produce, o les cueste menos pagar el precio de compra de sus productos. Tendrá a su disposición diversas maneras de maximizar sus ventas, ingresos y rentabilidad. También realizaremos un par de experimentos con clientes voluntarios para ver cómo el precio afecta en las percepciones, y cómo puede beneficiarse de ello.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

La fijación de precios es una de las decisiones de marketing menos comprendidas, pero más importantes

Este curso ayuda a los estudiantes a aprender y practicar conceptos y técnicas de fijación de precios

Los estudiantes se familiarizarán con las últimas ideas en evaluación de precios y la formulación de estrategias de precios

El curso se centra en la dinámica de fijación de precios y reacciones de y hacia competidores

Este curso es guiado por Martin Boehm, profesor del IE y Decano de la Escuela de Negocios con más de 10 años de experiencia

Los estudiantes contribuyen al proceso de formulación de estrategias de fijación de precios para sus propios productos y servicios o los de su empresa

Reviews summary

Expert review of pricing strategy

This course on pricing strategy has received overwhelmingly positive reviews, with many learners commending its practical, engaging, and insightful content. Led by an experienced professor, the course delves into key concepts of pricing, including psychology, discrimination, customer willingness to pay, and price elasticity. Learners appreciate the clear explanations, real-world examples, and emphasis on actionable strategies. This course is highly recommended for those seeking to enhance their understanding of pricing and develop effective pricing strategies.

Explores the psychology of pricing and customer behavior

"Realmente excelente, hay que usar la cabeza, mucho de economia del comportamiento, MUY buen curso. Recomendable"

"La guía básica es muy buena. Además, me hizo recordar las bases de la Micro economía y la fijación de precios de un producto"

Provides actionable strategies for pricing decisions

"Excelente curso que brinda los conocimientos y herramientas exactas para el Pricing Strategy"

"Curso muy importante y entretenido para definir como fijar precios en base a varios puntos de vista"

Professor is engaging and explains concepts clearly

"El profesor es gráfico y su explicación interesante."

"Excelente curso, muy claro y bien estructurado. Profesor dinámico y carismático"

Highly practical with real-world examples and exercises

"Curso bastante didactico, con muy buenos ejemplos."

"Es un excelente curso, con ejemplos que simplifican el entendimiento de las lecciones."

Some learners desire more hands-on exercises and practice

"El curso es muy bueno, pero al igual que otros comentarios corregiría ciertos datos y agregaría más ejercicios; pero sí lo recomiendo."

"el curso es bueno en términos generales, incluir algo mas de ejercicios prácticos como el simulador pueden dar mayor valor y consistencia a los conceptos conocidos"

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Estrategia de precios with these activities:

Review Statistics and Probability

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Review basic statistical and probabilistic concepts to strengthen your foundation for this course.

Browse courses on Statistics

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Revisit key concepts such as mean, median, mode, standard deviation, and probability distributions.
Solve practice problems to reinforce your understanding.

Participate in Pricing Discussion Forums

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Engage with peers to discuss pricing strategies, share insights, and ask questions.

Browse courses on Pricing Strategies

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Join the course discussion forum.
Post questions, share your thoughts, and respond to others' posts.

Solve Pricing Case Studies

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Analyze real-world pricing scenarios to apply course concepts and develop your problem-solving skills.

Browse courses on Pricing Strategies

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Read the case study and identify the key pricing issues.
Apply the pricing concepts you've learned to develop a solution.

Four other activities

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Explore Pricing Simulations and Tools

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Utilize online tools and simulations to gain practical experience in pricing decision-making.

Browse courses on Simulation

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Identify and explore relevant pricing tools and simulations.
Run simulations to test different pricing strategies.

Develop a Pricing Plan for a New Product

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Apply your knowledge to create a comprehensive pricing plan for a hypothetical new product.

Browse courses on Pricing Strategies

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Define the target market and product positioning.
Analyze competitors' pricing and market data.
Develop a pricing strategy based on your analysis.
Create a pricing plan that includes pricing tiers, discounts, and promotions.

Write a Blog Post on Pricing Best Practices

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Share your knowledge by writing a blog post that synthesizes course concepts and industry best practices.

Browse courses on Pricing Strategies

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Identify a specific pricing topic to focus on.
Research and gather insights from relevant sources.
Write a well-structured and informative blog post.

Conduct a Pricing Experiment

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Design and execute a pricing experiment to test the effectiveness of different pricing strategies.

Browse courses on Pricing Strategies

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Identify the pricing variable to be tested.
Develop a hypothesis and design the experiment.
Collect and analyze data.
Draw conclusions and make recommendations.

Career center

Learners who complete Estrategia de precios will develop knowledge and skills that may be useful to these careers:

Pricing Manager

Pricing Managers work toward maximizing their organization's revenue through management of pricing strategy across products and services. The knowledge shared in the course related to cost structures, pricing psychology, competitive analysis, and market research techniques would be immediately applicable to this role and could help one to excell therein.

See salaries and explore the career path for Pricing Manager

Market Research Analyst

A Market Research Analyst plays a role in determining the most effective pricing strategies for products and services. The course text notes how a company's pricing can impact its profitability and return on investment. Any professional in this role would benefit from understanding the course concepts related to pricing elasticity, market demand, competitor analysis, and customer psychology.

See salaries and explore the career path for Market Research Analyst

Product Marketing Manager

A Product Marketing Manager is responsible for the marketing of specific products and services for their organization. Approaches to effectively setting prices for products is an important part of this role. This course covers in detail the concept of price optimization and the role that market research and analysis plays in this process. Understanding these will help those in this role to better position and price products for success.

See salaries and explore the career path for Product Marketing Manager

Revenue Manager

Revenue Managers will find this course beneficial to their work in developing and implementing strategies to increase the revenue of their organization. The course covers concepts like pricing optimization and elasticity, market segmentation, and understanding how customers respond to pricing. These are all important factors in revenue management, and having a grasp on them may make one more effective in this role.

See salaries and explore the career path for Revenue Manager

Consultant

Consultants offer a variety of services to businesses, including helping them to develop and implement pricing strategies. The knowledge shared in this course on topics such as pricing psychology, market research and analysis, and competitive analysis would be immediately applicable to this role and could make a professional more effective in assisting clients across industries with different pricing strategies.

See salaries and explore the career path for Consultant

Financial Analyst

Financial Analysts need to always be aware of the impact of pricing strategy on a company's financial performance. This course covers how pricing decisions can affect profitability, revenue, and return on investment. The material taught in this course could prove useful in developing financial models and making recommendations to clients.

See salaries and explore the career path for Financial Analyst

Business Analyst

Business Analysts may be involved in helping their organization to understand the impact of pricing on its financial performance and how pricing strategy can be used to achieve business objectives. This course covers concepts related to pricing psychology, market research and analysis, and competitive analysis, which could be useful for business analysts who want to specialize in pricing strategy.

See salaries and explore the career path for Business Analyst

Marketing Manager

Marketing Managers need to understand how pricing can impact the success of their marketing campaigns. This course covers the concept of price optimization and the role that market research and analysis plays in this process. Understanding these will help those in this role to better position and price products and services for success.

See salaries and explore the career path for Marketing Manager

Sales Manager

Sales Managers need to understand how pricing can impact their sales performance. This course covers the concept of price optimization and the role that market research and analysis plays in this process. Understanding these will help those in this role to better position and price products and services to close more deals.

See salaries and explore the career path for Sales Manager

Operations Manager

Operations Managers need to understand how pricing can impact the efficiency and profitability of their operations. This course covers the concept of price optimization and the role that market research and analysis plays in this process.

See salaries and explore the career path for Operations Manager

Supply Chain Manager

Supply Chain Managers need to understand how pricing can impact the efficiency and profitability of their supply chain. This course covers the concept of price optimization and the role that market research and analysis plays in this process.

See salaries and explore the career path for Supply Chain Manager

Data Analyst

Data Analysts may be involved in helping their organization to understand the impact of pricing on its financial performance and how pricing strategy can be used to achieve business objectives. This course covers concepts related to pricing psychology, market research and analysis, and competitive analysis, which could be useful for data analysts who want to specialize in pricing strategy.

See salaries and explore the career path for Data Analyst

Economist

Economists may be involved in analyzing the impact of pricing strategy on the economy as a whole.

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Statistician

Statisticians may be involved in helping organizations to collect and analyze data on pricing.

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Software Engineer

Software Engineers may be involved in developing software to help organizations manage their pricing strategy.

See salaries and explore the career path for Software Engineer