Pricing and Sales Management offered by IIM Calcutta
- Public/Government Institute
- Estd. 1961
Pricing and Sales Management at IIM Calcutta Overview
Total fee | ₹1.00 Lakh |
Mode of learning | Online |
Schedule type | Self paced |
Difficulty level | Intermediate |
Credential | Certificate |
Pricing and Sales Management at IIM Calcutta Highlights
- CEMS Alliance
- Only Management Institute in India with triple accreditations by AACSB, AMBA and EQUIS.
- Rank 23rd globally
Pricing and Sales Management at IIM Calcutta Course details
- Middle to senior
- Corporate planners
- Financial officers & pricing executives
- Marketing managers
- Sales managers
- Understand the ?power of pricing?
- Develop a refined understanding of value-based, cost-based, and competitor-based pricing
- Learn basics of measures and methods for estimation of consumer price response, price response elasticity, and willingness-to-pay (WTP) using tools like regression, conjoint analysis, field and quasi-experiments
- Understand the nuances of bundle pricing, product line pricing, ?good-better-best? pricing
- Develop understanding and skills in competitive pricing and dynamic pricing strategies
- Grasp ?Do?s and Don?ts? of delegation of pricing authority to sales agents
- Understand the ?price waterfall? and effective pricing organization and control
- It is well known that, among all the drivers of a marketing organization?s profit (e.g., price, advertising, variable cost, fixed cost, sales volume, etc), improvements in pricing have the most powerful effect on the bottom-line. The overall goal of this course is to improve the understanding as well as ability of corporate planners, marketing and sales managers to develop and implement superior pricing and sales generation strategies based on sound theory, metrics, and cutting edge methods. Participants will be exposed to pricing analytics to the extent that these tools enhance decision-making.
Pricing and Sales Management at IIM Calcutta Curriculum
Pricing Strategies
Introductory Case
How to gain competitive advantage, understanding consumer ?willingness-to-pay? (WTP) and Power of Pricing
Pricing Arithmetic, Price-volume-cost relationships & Breakeven Analyses
Price elasticity: Definition, Econometric Measurement, and Role in Price Optimization
Insights from meta-analyses of price elasticities
Cost-based, Competitor-based, and Value-based pricing
Price Bundling
Product line pricing & price-quality tiers (?Good, Better, Best?) pricing
Price customization strategies
Price promotions
Pricing Research
Pricing research and methods evolution in practice: From van Westendorp to Conjoint Analysis
Introduction to conjoint analysis for pricing decisions
Attribute-based conjoint analysis
Choice-based conjoint analysis
Menu-based conjoint analysis
Conjoint analysis applications and insights
Conjoint study field execution in practice
Conjoint analysis case discussion
Pricing Competition
Introduction to field experiments
Price experiments and testing in the field
Coping with competition
Duopolistic and oligopolistic price competition: Theory and Illustrations
Competitive pricing simulation game 1 (Team-based)
Competitive pricing simulation game 2 (Team-based)
Pricing Organization
Who is responsible for pricing in the organization?
Pricing and Marketing-Finance coordination
Pricing and Marketing-Sales coordination
Pros and cons of delegation of pricing authority to the sales force
Pricing and sales force incentives planning
Pricing?s role in marketing mix
Price-advertising interactions and marketing mix optimization
Marketing-sales-pricing coordination case study and discussion
Pricing in Channels & Platforms
Marketing channel forms, partners and functions
Price coordination in marketing channels
Alternative channel pricing contracts
Optimizing channel pricing contracts
Public policy, e.g., GST, impacts on pricing
Pricing by Two-sided platforms
?Bringing it Together?: Wrap-up and Key Takeaways from Pricing Program
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Pricing and Sales Management at IIM Calcutta Contact Information
IIM Calcutta
Diamond Harbour Road
Kolkata ( West Bengal)
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