Customer Value in Pricing Strategy
5.0 /5- Offered byCoursera
Customer Value in Pricing Strategy at Coursera Overview
Duration | 15 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
Customer Value in Pricing Strategy at Coursera Highlights
- Shareable Certificate Earn a Certificate upon completion
- 100% online Start instantly and learn at your own schedule.
- Course 2 of 4 in the Pricing Strategy Optimization Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Beginner Level Some familiarity with business is helpful, but not required.
- Approx. 15 hours to complete
- English Subtitles: English
Customer Value in Pricing Strategy at Coursera Course details
- The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, 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. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of value-based pricing and how to use it to capture more revenue.
- By the end of this course, you'll be able to...
- -- Apply knowledge of customer value to price products
- -- Leverage core value-based pricing techniques to inform pricing decisions
- -- Measure customer willingness to pay using models (surveys, conjoint analysis, other data)
- -- Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers
Customer Value in Pricing Strategy at Coursera Curriculum
Understanding Customer Value
Pricing Specialization Overview
Three Lenses
Week 1 & Course Introduction
Consumer Decision Process: Involvement and Visibility
Mapping Purchase Processes
Customer Value and Value Drivers
Differentiating Customer Value by Customer Segment
Willingness to Pay and Demand Curves
Serving Consumers in Developing Economies
Story of Nano
Story of Ala
Pricing Strategies for Developing Economies
Week 1 Takeaways
Course Overview & Requirements
Survey
Using Discussion Forums to Deepen Your Learning
Practice Quiz on Customer Value Basics
Practice Quiz on Customer Value in Developing Economies
Week 1 Understanding Customer Value Quiz
Implementing Value-based Pricing
Week 2 Introduction
Price to Demand Curve
Application of Price to Demand Curve: Price Piano
Application of Price to Demand Curve: Price Ladder
Application of Price to Demand Curve: Incentive Curves
Customer Value Drivers in a B2B Context
Value-based Price Setting for a New Product: Steps 1&2
Value-based Price Setting for a New Product: Steps 3-5
Price Elasticity: Intersection of Economics and Customer Value 1
Price Elasticity: Intersection of Economics and Customer Value 2
Week 2 Takeaways
Practice Quiz on Pricing to the Demand Curve
Practice Quiz on Pricing New Products
Practice Quiz on Pricing Based on Economics and Customer Value
Week 2 Implementing Value-based Pricing Quiz
Measuring Customer Preferences
Week 3 Introduction & Overview of Methods to Assess WTP
Obtaining Willingness to Pay from Surveys
Interpreting Combined Survey Data
Case Intro: Adios Junk Mail
Case Debrief: Adios Junk Mail
Conjoint Analysis Applications
Why Conjoint?
Conjoint Analysis: Steps 1-3
Conjoint Analysis: Step 4 and Product Preferences
Attribute Trade-offs
Attribute Importances
Conjoint Analysis: Willingness to Pay
Conjoint Analysis: Other Ways to Interpret Data
Conjoint Analysis: Propensity Modeling
Week 3 Takeaways
Case: Adios Junk Mail
Adios Junk Mail: Case Quiz
Practice Quiz on Obtaining WTP from Surveys
Practice Quiz on Conjoint Analysis
Week 3 Measuring Customer Preferences Quiz
Considering the Human Nature of Customers
Week 4 Introduction
Mental Accounting and Price Perceptions
Money Is Not Money
What We Can Learn from Ginsu Knives
Integrating Losses
Minimizing Losses and Give a Win with a Loss
Considering Consumer Price Perceptions: The Framing Effect
Gain and Loss Frames in Pricing
The Pain of Paying
Separate the Pain of Paying from Consumption
Anchoring and Price Primacy
Visual Tricks, Free as a Special Price, and Hedonic Bundling
Price Decoy
Applying the Customer Value Lens: Subscription Pricing
Week 4 Takeaways & Course Wrap-up
Case Debrief Videos
Practice Quiz on Mental Accounting
Practice Quiz on Consumer Price Perceptions
Practice Quiz on Mental Shortcuts that Affect Pricing
Week 4 Consumer Psychology Quiz
Customer Value in Pricing Strategy at Coursera Admission Process
Important Dates
Other courses offered by Coursera
Customer Value in Pricing Strategy at Coursera Students Ratings & Reviews
2 Ratings- 4-52
Student Forum
Anything you would want to ask experts?
Useful Links
Know more about Coursera
Know more about Programs
- Business & Management Study
- Infrastructure Courses
- Ph.D. in Finance
- Online Digital Marketing
- Pharma
- Digital Marketing
- International Business
- Disaster Management
- MBA in Pharmaceutical Management
- MBA General Management
- Agriculture & Food Business
- MBA Media Management
- MBA Quality Management
- BBA Business Analytics
- Business Analytics