University of Virginia

Pricing Strategy in Practice

Jean Manuel Izaret
Ronald T. Wilcox
Thomas Kohler

Instructors: Jean Manuel Izaret

11,706 already enrolled

Course

Gain insight into a topic and learn the fundamentals

4.7

(163 reviews)

Intermediate level

Recommended experience

13 hours (approximately)
Flexible schedule
Learn at your own pace

What you'll learn

  • How to use the three lenses to set an optimal strategic price to maximize revenue

  • How to approach a pricing case, glean information, and work through a complicated pricing decision

  • How to utilize tools and data to analyze and recommend a strategic response to a real world pricing situation

Details to know

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Assessments

6 quizzes

Taught in English

Course

Gain insight into a topic and learn the fundamentals

4.7

(163 reviews)

Intermediate level

Recommended experience

13 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Pricing Strategy Optimization Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

Welcome to the course! We'll kick off the week with an overview of the project, which centers around Philips introduction of an eco-friendly light bulb. Once you've read the case, Thomas and Ron will guide you as you apply the cost lens to analyze the economics of the LED light bulb Philips has introduced to the market. After you've analyzed the economics of the case, Ron and Thomas will debrief to make sure you are on the right track. You will also hear from BCG pricing experts, who will share their lessons and tips gleaned from years of helping clients in multiple industries optimize their prices and improve the bottom line.

What's included

15 videos5 readings3 quizzes3 discussion prompts

This week, we will dig deeper into customer value using conjoint analysis to determine the price sensitivity of consumers and businesses. Thomas and Ron will show you how to graph the conjoint data to easily compare these two markets--and you'll do additional analysis of the conjoint data to learn more about what consumers value. Using your analysis, you'll hone your pricing recommendation.

What's included

8 videos1 reading2 quizzes

This week, you will pull everything together to make a pricing recommendation for Philips. You will recommend which markets they should serve (B2B, B2C, or both) and how they should price their LED bulbs. You'll learn how to lay out your thought process and rationale in a tightly edited slide deck that presents your recommendations in a compelling way.

What's included

2 videos1 peer review

This week, you will respond to new developments in the LED light bulb market: a new competitor and new regulations. Just like in real life, you'll need to adjust your strategy when the competitive landscape changes and new regulations emerge and reconsider the retail marketplace and reevaluate the B2B market. You'll also head out into your own "real world" and do some detective work about the LED bulb market in your area and relate those finding to the case. We'll finish the course with BCG pricing experts sharing their insights into what makes pricing such a rewarding field.

What's included

15 videos2 readings1 quiz3 discussion prompts

Instructors

Instructor ratings
4.8 (15 ratings)
Jean Manuel Izaret
BCG
4 Courses45,367 learners

Offered by

BCG

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4.7

163 reviews

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