Pricing Strategy
- Offered byCoursera
Pricing Strategy at Coursera Overview
Duration | 14 hours |
Start from | Start Now |
Total fee | Free |
Mode of learning | Online |
Difficulty level | Beginner |
Official Website | Explore Free Course  |
Credential | Certificate |
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 5 in the Marketing Mix Implementation Specialization
- Flexible deadlines Reset deadlines in accordance to your schedule.
- Approx. 14 hours to complete
- English Subtitles: Arabic, French, Portuguese (European), Italian, Vietnamese, Korean, German, Russian, English, Spanish
Pricing Strategy at Coursera Course details
- Pricing is one of the most important but least understood marketing decisions. Learn and practice concepts, techniques, and get to grips with the latest thinking on assessing and formulating pricing strategies. Analyze how firms attempt to capture value, as well as profits, in the revenues they earn.
- After this course, you will be able to contribute to the process of formulating pricing strategies for your own products and services, or those of your firm. This course has an additional focus on pricing dynamics and the reaction to and by competitors, taking a highly pragmatic approach and one that is directly applicable to your day-to-day professional life.
- Martin Boehm - IE Professor and Dean of the Business School with over 10 years experience - will guide you through four modules. We begin with the importance of pricing and how it ultimately can affect the bottom line. Then, we move on to methods to help you decide what is the optimal price for your product; and then price discrimination - should all your products follow the same pricing strategy or should you differentiate depending on the customer segment? Finally, we look at pricing psychology and how you can manipulate customers in order to drive the highest possible price for your product.
Pricing Strategy at Coursera Curriculum
Demand Curve and Pricing
Trailer
Introduction to the course
Importance of Pricing
Pricing Complexity
Pricing Approaches
Cost Based Pricing
Cost Based Pricing Printer Example
Competition Based Pricing
Customer Based Pricing
Price Elasticity
Optimal Price
Expert Interviews: Felix Krohn of Wolters Kluwer
How to Price Your Products
The Price is Wrong
Traditional Approaches to Pricing
£1100 for a hamburger?
Methods to Price Your Product
Pricing Fashion with Science
Price Elasticity of Demand
Why the Highest Price isn?t the Best Price
Pricing New Products
Practice Quiz on the Importance of Pricing
Practice Quiz on Price Elasticity
Practice Quiz for Optimal Price
Module 1 Graded Assessment
Determining Willingness to Pay
The Pricing Simulation
Price Response Estimation
Market Data
Market Data Yogurt Example
Experiments
Expert Surveys
Customer Surveys
Customer Surveys Camera Example
Advanced (OPTIONAL): Conjoint Analysis
Willingness to pay ? definition and meaning
Link to the Pricing Simulation
Measuring Willingness-to-Pay
Price Testing
Experiments in Pricing
Best practices for every step of survey creation
A Review of Methods for Measuring Willingness-to-Pay
Practice Quiz on Price Experiments
Module 2 Graded Assessment
Playing the Pricing Piano or Price Discrimination
What is Price Discrimination
Forms of Price Discrimination
Expert Interviews: Alejandro Hermo of Burger King
Product Versioning - Complements
Product Versioning - Substitutes
Bundling
Mixed Bundling Telecommunications Example
Purchase Quantity
Buyer Identification
Purchase Location
Time of Purchase
Investopedia: What is Price Discrimination
Price Differentiation
Pay-per-laugh: Customers charged exactly for what they "consume"
1000% Price Markup?
The Price You Pay Depends on Time and Day
Practice Quiz on Bundling
Module 3 Graded Assessment
Pricing Psychology
Pricing Psychology
Pricing experiments: Price as a quality indicator
Price Anchoring
Pricing experiments: The Decoy Effect
Prospect Theory
Price Endings
The Pain of Paying
Brief of the course
Ready to continue on this journey?
Psychological Pricing: 4 Strategies, Examples and Tactics
Quality Perceptions, Hitting the Spot
A Luxury Example of Anchoring
Price Endings' Field Experiments Results
Pain of Paying, out in the Field
Module 4 Graded Assessment
Pricing Strategy at Coursera Admission Process
Important Dates
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