About this Course

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Intermediate Level

Some familiarity with business is helpful, but not required.

Approx. 13 hours to complete
English

Skills you will gain

Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics
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.
Intermediate Level

Some familiarity with business is helpful, but not required.

Approx. 13 hours to complete
English

Offered by

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University of Virginia

Placeholder

BCG

Syllabus - What you will learn from this course

Week
1

Week 1

3 hours to complete

Retail Market Dynamics

3 hours to complete
15 videos (Total 60 min), 5 readings, 3 quizzes
15 videos
Three Lenses4m
Course Overview4m
Developing the Three Lens Framework2m
Using the Three Lenses8m
Knowledge Is Not Enough3m
Case Introduction1m
Assignment 1 Introduction4m
Review: Basic Metrics of Pricing: Margins and Markups5m
Calculating Power Usage and Cost3m
Assignment Debrief: Superbulb Failure3m
Assignment Debrief: LED Price Considerations3m
Assignment Debrief: Retailer Margin Justification5m
Assignment Debrief: Customer Economics4m
The Myth of the Invisible Hand2m
5 readings
Course Overview & Requirements10m
Survey10m
Philips: Pricing the LED Bulb (A)10m
Week 1 Case Questions10m
Case-based Learning at Darden12m
3 practice exercises
Superbulb Economics20m
LED Price Considerations20m
Customer Economics20m
Week
2

Week 2

2 hours to complete

Customer Value and Conjoint Analysis

2 hours to complete
8 videos (Total 36 min), 1 reading, 2 quizzes
8 videos
Conjoint Analysis: Steps 1 – 38m
Conjoint Analysis: Step 4 and Product Preferences7m
Attribute Trade-offs2m
Attribute Importances4m
Conjoint Analysis: Willingness to Pay5m
Assignment Debrief: Learning about the Market Using Conjoint Analysis3m
Assignment Debrief: Calculating WTP Using Conjoint3m
1 reading
Week 2 Case Questions10m
2 practice exercises
Learning about the Market30m
Calculating WTP Using Conjoint45m
Week
3

Week 3

5 hours to complete

Price Recommendation

5 hours to complete
2 videos (Total 8 min)
2 videos
Assignment 3 Debrief1m
Week
4

Week 4

3 hours to complete

Curveball

3 hours to complete
15 videos (Total 67 min), 2 readings, 1 quiz
15 videos
Signaling Games4m
Extensive Form Signaling Games7m
Gas Wars and Takeaways4m
Competitor Pricing Models3m
Competitive Price Moves: Understand Competitive Dynamics9m
Competitive Price Moves: Assess Your Options6m
Competitive Price Moves: Choose and Execute Best Move4m
Price Wars6m
Assignment 4 Debrief1m
The Three Lenses Across Industries4m
The Art and Science of Pricing3m
A Career in Pricing3m
Why I Love Pricing3m
Course Conclusion30s
2 readings
Philips: Pricing the LED Bulb (B)30m
Week 4 Case Questions10m
1 practice exercise
Responding to Competitor Moves30m

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