About this Course

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Learner Career Outcomes

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Beginner Level

Some familiarity with business is helpful, but not required.

Approx. 15 hours to complete
English

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
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.
Beginner Level

Some familiarity with business is helpful, but not required.

Approx. 15 hours to complete
English

Offered by

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University of Virginia

Placeholder

BCG

Syllabus - What you will learn from this course

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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

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