About this Course

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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. 11 hours to complete

Suggested: 4 weeks of study, 3-5 hours/week...

English

Subtitles: English

What you will learn

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

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

  • Check

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

Skills you will gain

Competition (Economics)Conjoint AnalysisPricing StrategiesExecutive PresentationPricing Economics

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. 11 hours to complete

Suggested: 4 weeks of study, 3-5 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, Ronald T. Wilcox

Ronald T. Wilcox 

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

Thomas Kohler 

Associate Director, Pricing
Marketing, Sales & Pricing Practice
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

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
4.7
13 ReviewsChevron Right

Top reviews from Pricing Strategy in Practice

By ISFeb 28th 2019

Very Insightful Specialization Course. The contents and delivery are helpful in understanding pricing strategy and being able to apply the skills.

By UEJun 12th 2017

An excellent specialisation - I enjoyed every minute of it. Good teachers, well thought through material presented with some humour.

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.