About this Course

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Learner Career Outcomes

50%

started a new career after completing these courses

50%

got a tangible career benefit from this course

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Some familiarity with business is helpful, but not required.

Approx. 21 hours to complete

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

English

Subtitles: English

What you will learn

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    Customer value applications in pricing products

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

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

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

Skills you will gain

Customer Willingness to PayPricing StrategiesCustomer Value-based PricingMeasuring Customer PreferencesCustomer Psychology

Learner Career Outcomes

50%

started a new career after completing these courses

50%

got a tangible career benefit from this course

100% online

Start instantly and learn at your own schedule.

Flexible deadlines

Reset deadlines in accordance to your schedule.

Beginner Level

Some familiarity with business is helpful, but not required.

Approx. 21 hours to complete

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

English

Subtitles: English

Instructors

Image of instructor, Jean Manuel Izaret

Jean Manuel Izaret 

Senior Partner and Managing Director, Leader of BCG’s Global Pricing Practice
16,233 Learners
4 Courses
Image of instructor, Thomas Kohler

Thomas Kohler 

Associate Director, Pricing
Marketing, Sales & Pricing Practice
16,233 Learners
4 Courses
Image of instructor, Ronald T. Wilcox

Ronald T. Wilcox 

NewMarket Corporation Professor of Business Administration & Senior Associate Dean for Degree Programs
Marketing
16,233 Learners
4 Courses

Offered by

University of Virginia logo

University of Virginia

BCG logo

BCG

Syllabus - What you will learn from this course

Week
1

Week 1

3 hours to complete

Understanding Customer Value

3 hours to complete
13 videos (Total 71 min), 3 readings, 3 quizzes
13 videos
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 Takeaways59s
3 readings
Course Overview & Requirements10m
Survey10m
Using Discussion Forums to Deepen Your Learning10m
3 practice exercises
Practice Quiz on Customer Value Basics21m
Practice Quiz on Customer Value in Developing Economies12m
Week 1 Understanding Customer Value Quiz30m
Week
2

Week 2

3 hours to complete

Implementing Value-based Pricing

3 hours to complete
11 videos (Total 62 min)
11 videos
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 Takeaways41s
4 practice exercises
Practice Quiz on Pricing to the Demand Curve18m
Practice Quiz on Pricing New Products9m
Practice Quiz on Pricing Based on Economics and Customer Value30m
Week 2 Implementing Value-based Pricing Quiz36m
Week
3

Week 3

4 hours to complete

Measuring Customer Preferences

4 hours to complete
15 videos (Total 67 min), 1 reading, 4 quizzes
15 videos
Obtaining Willingness to Pay from Surveys6m
Interpreting Combined Survey Data6m
Case Intro: Adios Junk Mail58s
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
1 reading
Case: Adios Junk Mail1h 30m
4 practice exercises
Adios Junk Mail: Case Quiz15m
Practice Quiz on Obtaining WTP from Surveys12m
Practice Quiz on Conjoint Analysis18m
Week 3 Measuring Customer Preferences Quiz36m
Week
4

Week 4

5 hours to complete

Considering the Human Nature of Customers

5 hours to complete
15 videos (Total 78 min), 1 reading, 5 quizzes
15 videos
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
1 reading
Case Debrief Videos10m
4 practice exercises
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
32 ReviewsChevron Right

Top reviews from Customer Value in Pricing Strategy

By 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

By RSJun 5th 2017

Wonderful course! If I had some idea how to price regarding economic concepts - then this course gives me completely new very practical methodologies!

About the Pricing Strategy Optimization Specialization

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

Frequently Asked Questions

  • Once you enroll for a Certificate, you’ll have access to all videos, quizzes, and programming assignments (if applicable). Peer review assignments can only be submitted and reviewed once your session has begun. If you choose to explore the course without purchasing, you may not be able to access certain assignments.

  • When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.

More questions? Visit the Learner Help Center.