About this Course
최근 조회 10,993

다음 전문 분야의 4개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

Some familiarity with business is helpful, but not required.

완료하는 데 약 20시간 필요

권장: 4 week so study, 2-4 hours/week...

영어

자막: 영어
User
Course을(를) 수강하는 학습자
  • Marketing Specialists
  • Product Managers
  • Entrepreneurs
  • Business Analysts
  • Consultants

배울 내용

  • Check

    Customer value applications in pricing products

  • Check

    How to leverage core value-based pricing techniques to inform pricing decisions

  • Check

    How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)

  • Check

    Consumer psychology applications in setting prices beneficial to both consumers and sellers

귀하가 습득할 기술

Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology
User
Course을(를) 수강하는 학습자
  • Marketing Specialists
  • Product Managers
  • Entrepreneurs
  • Business Analysts
  • Consultants

다음 전문 분야의 4개 강좌 중 2번째 강좌:

100% 온라인

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

유동적 마감일

일정에 따라 마감일을 재설정합니다.

초급 단계

Some familiarity with business is helpful, but not required.

완료하는 데 약 20시간 필요

권장: 4 week so study, 2-4 hours/week...

영어

자막: 영어

강의 계획 - 이 강좌에서 배울 내용

1
완료하는 데 3시간 필요

Understanding Customer Value

13개 동영상 (총 71분), 3 readings, 3 quizzes
13개의 동영상
Three Lenses4m
Week 1 & Course Introduction2m
Consumer Decision Process: Involvement and Visibility3m
Mapping Purchase Processes10m
Customer Value and Value Drivers5m
Differentiating Customer Value by Customer Segment4m
Willingness to Pay and Demand Curves8m
Serving Consumers in Developing Economies8m
Story of Nano8m
Story of Ala9m
Pricing Strategies for Developing Economies1m
Week 1 Takeaways59
3개의 읽기 자료
Course Overview & Requirements10m
Survey10m
Using Discussion Forums to Deepen Your Learning10m
3개 연습문제
Practice Quiz on Customer Value Basics21m
Practice Quiz on Customer Value in Developing Economies12m
Week 1 Understanding Customer Value Quiz30m
2
완료하는 데 2시간 필요

Implementing Value-based Pricing

11개 동영상 (총 62분), 4 quizzes
11개의 동영상
Price to Demand Curve6m
Application of Price to Demand Curve: Price Piano6m
Application of Price to Demand Curve: Price Ladder6m
Application of Price to Demand Curve: Incentive Curves4m
Customer Value Drivers in a B2B Context3m
Value-based Price Setting for a New Product: Steps 1&26m
Value-based Price Setting for a New Product: Steps 3-510m
Price Elasticity: Intersection of Economics and Customer Value 17m
Price Elasticity: Intersection of Economics and Customer Value 26m
Week 2 Takeaways41
4개 연습문제
Practice Quiz on Pricing to the Demand Curve18m
Practice Quiz on Pricing New Products9m
Practice Quiz on Pricing Based on Economics and Customer Value2m
Week 2 Implementing Value-based Pricing Quiz36m
3
완료하는 데 4시간 필요

Measuring Customer Preferences

15개 동영상 (총 67분), 1 reading, 4 quizzes
15개의 동영상
Obtaining Willingness to Pay from Surveys6m
Interpreting Combined Survey Data6m
Case Intro: Adios Junk Mail58
Case Debrief: Adios Junk Mail1m
Conjoint Analysis Applications4m
Why Conjoint?4m
Conjoint Analysis: Steps 1-38m
Conjoint Analysis: Step 4 and Product Preferences7m
Attribute Trade-offs2m
Attribute Importances4m
Conjoint Analysis: Willingness to Pay5m
Conjoint Analysis: Other Ways to Interpret Data3m
Conjoint Analysis: Propensity Modeling7m
Week 3 Takeaways1m
1개의 읽기 자료
Case: Adios Junk Mail1시 30분
4개 연습문제
Adios Junk Mail: Case Quiz15m
Practice Quiz on Obtaining WTP from Surveys12m
Practice Quiz on Conjoint Analysis18m
Week 3 Measuring Customer Preferences Quiz36m
4
완료하는 데 5시간 필요

Considering the Human Nature of Customers

15개 동영상 (총 78분), 1 reading, 5 quizzes
15개의 동영상
Mental Accounting and Price Perceptions6m
Money Is Not Money4m
What We Can Learn from Ginsu Knives6m
Integrating Losses7m
Minimizing Losses and Give a Win with a Loss6m
Considering Consumer Price Perceptions: The Framing Effect4m
Gain and Loss Frames in Pricing2m
The Pain of Paying3m
Separate the Pain of Paying from Consumption6m
Anchoring and Price Primacy5m
Visual Tricks, Free as a Special Price, and Hedonic Bundling9m
Price Decoy6m
Applying the Customer Value Lens: Subscription Pricing4m
Week 4 Takeaways & Course Wrap-up1m
1개의 읽기 자료
Case Debrief Videos10m
4개 연습문제
Practice Quiz on Mental Accounting8m
Practice Quiz on Consumer Price Perceptions9m
Practice Quiz on Mental Shortcuts that Affect Pricing10m
Week 4 Consumer Psychology Quiz30m
4.8
28개의 리뷰Chevron Right

50%

이 강좌를 수료한 후 새로운 경력 시작하기

50%

이 강좌를 통해 확실한 경력상 이점 얻기

Customer Value in Pricing Strategy의 최상위 리뷰

대학: VYFeb 19th 2018

The instructors use the real world scenarios in the simplest possible way to be understood , and tell you the to the point concepts involved in these business scenarios

대학: FRMay 21st 2019

Excellent course. I would recommend to improve the level of the exercises and provide additional readings for people that already have some experience

강사

Avatar

Jean Manuel Izaret

Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
Avatar

Thomas Kohler

Associate Director, Pricing
Marketing, Sales & Pricing Practice
Avatar

Ronald T. Wilcox

NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing

버지니아 대학교 정보

A premier institution of higher education, The University of Virginia offers outstanding academics, world-class faculty, and an inspiring, supportive environment. Founded by Thomas Jefferson in 1819, the University is guided by his vision of discovery, innovation, and development of the full potential of students from all walks of life. Through these courses, global learners have an opportunity to study with renowned scholars and thought leaders....

BCG 정보

Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advisor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all regions to identify their highest-value opportunities, address their most critical challenges, and transform their enterprises. Our customized approach combines deep insight into the dynamics of companies and markets with close collaboration at all levels of the client organization. This ensures that our clients achieve sustainable competitive advantage, build more capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with offices in more than 90 cities in 50 countries. For more information, please visit bcg.com....

Pricing Strategy Optimization 전문 분야 정보

In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from Boston Consulting Group's global pricing experts and University of Virginia Darden School of Business faculty, who share the frameworks, tips and tools we use in our business and research environments. We will look at pricing through BCG's proprietary and time-tested three “lenses”—cost and economics, customer value, and competition—to build your understanding of the strategic power of pricing. You’ll leave the Specialization with a portfolio-building presentation that demonstrates your ability to price strategically....
Pricing Strategy Optimization

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.