About this Course

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Learner Career Outcomes

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Approx. 14 hours to complete
English

Skills you will gain

PricingPsychologyPrice DiscriminationPricing Strategies

Learner Career Outcomes

17%

got a tangible career benefit from this course
Shareable Certificate
Earn a Certificate upon completion
100% online
Start instantly and learn at your own schedule.
Flexible deadlines
Reset deadlines in accordance to your schedule.
Approx. 14 hours to complete
English

Offered by

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IE Business School

Syllabus - What you will learn from this course

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Week
1

Week 1

3 hours to complete

Demand Curve and Pricing

3 hours to complete
12 videos (Total 51 min), 9 readings, 4 quizzes
12 videos
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
9 readings
How to Price Your Products1m
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
4 practice exercises
Practice Quiz on the Importance of Pricing3m
Practice Quiz on Price Elasticity7m
Practice Quiz for Optimal Price4m
Module 1 Graded Assessment35m
Week
2

Week 2

5 hours to complete

Determining Willingness to Pay

5 hours to complete
9 videos (Total 53 min), 7 readings, 2 quizzes
9 videos
Price Response Estimation3m
Market Data1m
Market Data Yogurt Example5m
Experiments6m
Expert Surveys3m
Customer Surveys7m
Customer Surveys Camera Example5m
Advanced (OPTIONAL): Conjoint Analysis18m
7 readings
Willingness to pay – definition and meaning10m
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
2 practice exercises
Practice Quiz on Price Experiments3m
Module 2 Graded Assessment30m
Week
3

Week 3

4 hours to complete

Playing the Pricing Piano or Price Discrimination

4 hours to complete
11 videos (Total 75 min), 5 readings, 3 quizzes
11 videos
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
5 readings
Investopedia: What is Price Discrimination15m
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
2 practice exercises
Practice Quiz on Bundling6m
Module 3 Graded Assessment34m
Week
4

Week 4

2 hours to complete

Pricing Psychology

2 hours to complete
9 videos (Total 36 min), 5 readings, 1 quiz
9 videos
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?50s
5 readings
Psychological Pricing: 4 Strategies, Examples and Tactics10m
Quality Perceptions, Hitting the Spot4m
A Luxury Example of Anchoring5m
Price Endings' Field Experiments Results40m
Pain of Paying, out in the Field5m
1 practice exercise
Module 4 Graded Assessment40m

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Marketing Mix Implementation

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