About this 전문분야
5,639

100% 온라인 강좌

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 일정

유연한 마감을 설정하고 유지 관리합니다.

초급 단계

Some familiarity with business is helpful, but not required.

완료하는 데 약 5개월 필요

매주 4시간 권장

영어

자막: 영어, 루마니아어

배울 내용

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    How to utilize the strategic power of pricing to set profit maximizing prices

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    Cost and economics in pricing strategy

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    How to leverage knowledge of customer value to develop a pricing strategy

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    Market and competitor pricing models that inform pricing decisions

귀하가 습득할 기술

Cost-Based PricingPricing StrategiesMarket-Based PricingCustomer Value-based PricingStrategic Management

100% 온라인 강좌

지금 바로 시작해 나만의 일정에 따라 학습을 진행하세요.

탄력적인 일정

유연한 마감을 설정하고 유지 관리합니다.

초급 단계

Some familiarity with business is helpful, but not required.

완료하는 데 약 5개월 필요

매주 4시간 권장

영어

자막: 영어, 루마니아어

How the 전문분야 Works

강좌 수강

Coursera 전문 분야는 기술을 완벽하게 습득하는 데 도움이 되는 일련의 강좌입니다. 시작하려면 전문 분야에 직접 등록하거나 강좌를 둘러보고 원하는 강좌를 선택하세요. 하나의 전문 분야에 속하는 강좌에 등록하면 해당 전문 분야 전체에 자동으로 등록됩니다. 단 하나의 강좌만 수료해도 됩니다. — 학습을 일시 중지하거나 언제든 구독을 종료할 수 있습니다. 학습자 대시보드를 방문하여 강좌 등록 상태와 진도를 추적해 보세요.

실습 프로젝트

모든 전문 분야에는 실습 프로젝트가 포함되어 있습니다. 전문 분야를 완료하고 수료증을 받으려면 프로젝트를 성공적으로 마쳐야 합니다. 전문 분야에 별도의 실습 프로젝트 강좌가 포함되어 있는 경우 각 강좌를 완료해야 프로젝트를 시작할 수 있습니다.

수료증 취득

모든 강좌를 마치고 실습 프로젝트를 완료하면 취업할 때나 전문가 네트워크에 진입할 때 제시할 수 있는 수료증을 취득할 수 있습니다.

how it works

이 전문분야에는 4개의 강좌가 있습니다.

강좌1

Cost and Economics in Pricing Strategy

4.8
255개의 평가
58개의 리뷰
How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing approach. Led by Darden faculty and Boston Consulting Group global pricing experts, the course provides the practical and research-based models and methods you need to set prices that maximize your profits. By the end of this course, you’ll be able to: --Apply knowledge of basic economics to make better pricing decisions --Recognize opportunities for price discrimination—selling the same product at different prices to different buyers—and recommend strategies to maximize sales and profits --Calculate three types of price elasticities to determine the impact of price on demand --Analyze and apply different pricing models -Cost-plus pricing -Marginal cost-plus pricing -Peak-load pricing -Index-based pricing --Evaluate the impact of channel intermediaries and customer lifetime value on pricing...
강좌2

Customer Value in Pricing Strategy

4.8
141개의 평가
21개의 리뷰
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. Led by 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...
강좌3

Market and Competition in Pricing Strategy

4.8
100개의 평가
11개의 리뷰
If you haven’t considered what the competition is charging, you may not be maximizing your revenue. Spend time analyzing the market and you can influence price and improve margins. In this course, we'll show you how to implement competitive pricing and avoid common legal pitfalls of market-based pricing. You will also learn how to predict, influence and respond to competitors’ pricing moves. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of market-based pricing and how to use it to capture more revenue....
강좌4

Pricing Strategy in Practice

4.6
74개의 평가
11개의 리뷰
In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess....

강사

Avatar

Jean Manuel Izaret

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

Associate Director, Pricing
Marketing, Sales & Pricing Practice
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Ronald T. Wilcox

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

산업 파트너:

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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....

자주 묻는 질문

  • 네! 시작하려면 관심 있는 강좌 카드를 클릭하여 등록합니다. 강좌를 등록하고 완료하면 공유할 수 있는 인증서를 얻거나 강좌를 청강하여 강좌 자료를 무료로 볼 수 있습니다. 전문 분야 과정에 있는 강좌에 등록하면, 전체 전문 분야에 등록하게 됩니다. 학습자 대시보드에서 진행 사항을 추적할 수 있습니다.

  • 이 강좌는 100% 온라인으로 진행되므로 강의실에 직접 참석할 필요가 없습니다. 웹 또는 모바일 장치를 통해 언제 어디서든 강의, 읽기 자료, 과제에 접근할 수 있습니다.

  • We recommend the following sequence: Economics of Pricing, Pricing to Customer Value, Market-based Pricing, Pricing Strategy Optimization. While you can take the first three courses simultaneously, we recommend taking the Pricing Strategy Optimization course last, since it draws on concepts from the three previous courses.

  • Our target learners have an interest in business and marketing. With an undergraduate or graduate degree, they are looking to advance in their career or deliver more value in their current role and might someday pursue an advanced business degree. They take initiative and are proactive in developing new skills and competencies to achieve career objectives, develop professionally and expand their knowledge bases.

  • Each course in the Specialization is organized into four weeks of content and assignments. You may take the four courses sequentially over the course of four months, or may take courses simultaneously to complete more quickly.

  • University credit is not available for Specialization completion; however, you will get a certificate from Coursera that is widely recognized by employers and documents your achievement.

  • After completing this Specialization, you will be able to employ five economic techniques to improve price realization; improve price realization by applying knowledge of customer segments, willingness to pay, and how customers make purchasing decisions; analyze market prices, market share, and industry dynamics to set optimal price points; and recommend a profit-maximizing price considering economic, customer-value, and competitive market forces.

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