About this Course
최근 조회 17,095

다음 전문 분야의 5개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 12시간 필요

권장: 7 hours/week...

영어

자막: 영어

귀하가 습득할 기술

PricingPsychologyPrice DiscriminationPricing Strategies

다음 전문 분야의 5개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

완료하는 데 약 12시간 필요

권장: 7 hours/week...

영어

자막: 영어

Course을(를) 수강하는 학습자

  • Marketing Specialists
  • Product Managers
  • Marketers
  • Financial Advisors
  • Business Developers

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 3시간 필요

Demand Curve and Pricing

12개 동영상 (총 51분), 8 readings, 4 quizzes
12개의 동영상
Introduction to the course2m
Importance of Pricing4m
Pricing Complexity3m
Pricing Approaches2m
Cost Based Pricing4m
Cost Based Pricing Printer Example4m
Competition Based Pricing3m
Customer Based Pricing5m
Price Elasticity6m
Optimal Price2m
Expert Interviews: Felix Krohn of Wolters Kluwer10m
8개의 읽기 자료
The Price is Wrong5m
Traditional Approaches to Pricing9m
£1100 for a hamburger?10m
Methods to Price Your Product12m
Pricing Fashion with Science15m
Price Elasticity of Demand3m
Why the Highest Price isn’t the Best Price20m
Pricing New Products16m
4개 연습문제
Practice Quiz on the Importance of Pricing3m
Practice Quiz on Price Elasticity7m
Practice Quiz for Optimal Price4m
Module 1 Graded Assessment35m
2
완료하는 데 4시간 필요

Determining Willingness to Pay

9개 동영상 (총 53분), 6 readings, 2 quizzes
9개의 동영상
Price Response Estimation3m
Market Data1m
Market Data Yogurt Example5m
Experiments6m
Expert Surveys3m
Customer Surveys7m
Customer Surveys Camera Example5m
Advanced (OPTIONAL): Conjoint Analysis18m
6개의 읽기 자료
Link to the Pricing Simulation45m
Measuring Willingness-to-Pay50m
Price Testing7m
Experiments in Pricing10m
Best practices for every step of survey creation5m
A Review of Methods for Measuring Willingness-to-Pay50m
2개 연습문제
Practice Quiz on Price Experiments3m
Module 2 Graded Assessment30m
3
완료하는 데 4시간 필요

Playing the Pricing Piano or Price Discrimination

11개 동영상 (총 75분), 4 readings, 3 quizzes
11개의 동영상
Forms of Price Discrimination3m
Expert Interviews: Alejandro Hermo of Burger King11m
Product Versioning - Complements5m
Product Versioning - Substitutes6m
Bundling12m
Mixed Bundling Telecommunications Example8m
Purchase Quantity9m
Buyer Identification2m
Purchase Location2m
Time of Purchase5m
4개의 읽기 자료
Price Differentiation30m
Pay-per-laugh: Customers charged exactly for what they "consume"10m
1000% Price Markup?8m
The Price You Pay Depends on Time and Day5m
2개 연습문제
Practice Quiz on Bundling6m
Module 3 Graded Assessment34m
4
완료하는 데 2시간 필요

Pricing Psychology

9개 동영상 (총 36분), 4 readings, 1 quiz
9개의 동영상
Pricing experiments: Price as a quality indicator2m
Price Anchoring5m
Pricing experiments: The Decoy Effect3m
Prospect Theory5m
Price Endings3m
The Pain of Paying7m
Brief of the course3m
Ready to continue on this journey?50
4개의 읽기 자료
Quality Perceptions, Hitting the Spot4m
A Luxury Example of Anchoring5m
Price Endings' Field Experiments Results40m
Pain of Paying, out in the Field5m
1개 연습문제
Module 4 Graded Assessment40m
4.6
116개의 리뷰Chevron Right

17%

이 강좌를 통해 확실한 경력상 이점 얻기

Pricing Strategy의 최상위 리뷰

대학: BTMar 20th 2017

Although they are harder concepts and more practices to remember, it was a very insightful course! I truly enjoyed the additional readings to elaborate on the lectures. Thank you very much, IE!

대학: SRJun 12th 2016

Great course. All the concepts were clearly explained. They had provided plenty of case studies, articles, journals and books to read. The content delivery was great. I found it very useful.

강사

Avatar

Martin Boehm

Professor of Marketing
Dean of IE Business School

IE 경영대학원 정보

IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being. Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide....

Marketing Mix Implementation 전문 분야 정보

In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix....
Marketing Mix Implementation

자주 묻는 질문

  • 강좌에 등록하면 바로 모든 비디오, 테스트 및 프로그래밍 과제(해당하는 경우)에 접근할 수 있습니다. 상호 첨삭 과제는 이 세션이 시작된 경우에만 제출하고 검토할 수 있습니다. 강좌를 구매하지 않고 살펴보기만 하면 특정 과제에 접근하지 못할 수 있습니다.

  • 강좌를 등록하면 전문 분야의 모든 강좌에 접근할 수 있고 강좌를 완료하면 수료증을 취득할 수 있습니다. 전자 수료증이 성취도 페이지에 추가되며 해당 페이지에서 수료증을 인쇄하거나 LinkedIn 프로필에 수료증을 추가할 수 있습니다. 강좌 내용만 읽고 살펴보려면 해당 강좌를 무료로 청강할 수 있습니다.

궁금한 점이 더 있으신가요? 학습자 도움말 센터를 방문해 보세요.