Strategic Pricing Management
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Amazingly passionate student body and top reputation in EU. I can't give it 100 stars because it's actually not in Paris at all! HEC Forest should be the name of sincerity.
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Formation
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Description
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Typologie
Formation
There are two fools for
every market: one asks for too little, the other asks for too much.-
Russian proverbPricing is an area of business that managers seldom talk
about with great enthusiasm. In fact, although pricing decisions truly
can make or break a company’s bottom line, many organiza…
Les sites et dates disponibles
Lieu
Date de début
Date de début
Les Avis
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Amazingly passionate student body and top reputation in EU. I can't give it 100 stars because it's actually not in Paris at all! HEC Forest should be the name of sincerity.
← | →
Évaluation de la formation
Recommandée
Évaluation du Centre
LI Jingchen
Les matières
- Strategic pricing management
- Analyse des marchés
Le programme
- Strategic Pricing Management
Strategic Pricing Management Specialization Courses
Overview
There are two fools for every market: one asks for too little, the other asks for too much.
- Russian proverb
Pricing is an area of business that managers seldom talk about with great enthusiasm. In fact, although pricing decisions truly can make or break a company’s bottom line, many organizations navigate today’s demanding markets without the aid of a carefully designed and executed strategy. As a result, most pricing decisions are a poor blend of inaccurate assumptions and simplistic heuristics that shun customers and competitors. Consequently, these decisions often do little to improve the long-term performance of a business.
Strategic Pricing Management is a cross-functional, pragmatic study of the role of pricing in enhancing and monetizing a firm’s competitive advantage. The objective of the course is to help students acquire the necessary confidence and skills to make superior pricing decisions. Pricing Strategy introduces new approaches and useful frameworks for solving the most pressing contemporary pricing problems.
While the emphasis of Strategic Pricing Management is obviously on one element of the marketing mix, it is important to keep in mind two considerations. First, pricing decisions are never independent of product, communications, and distribution decisions. A key challenge in the course, therefore, will be to embed pricing questions in the context of a company’s overall market strategy and evaluate its effectiveness in achieving broader managerial goals. Second, pricing is not safe in the hands of marketers. Marketers must have a say in pricing decisions, but their input should be complemented with that of finance, accounting, operations, and sales personnel. For this reason, I see this as a program orientated much more toward general management than pure marketing.
Learning outcomes
Knowledge of How to . . .
- Recognize and exploit the different roles of price in commerce
- Develop a comprehensive pricing strategy
- Engineer a revenue model that fits the broader strategic objectives of the organization
- Determine the proper role of costs, competitors, and market research in setting the “right” price
- Understand the psychological impact of pricing on demand
- Estimate reservation prices in the marketplace through a range of viable tools
- Calculate and sell the value of an offering effectively
- Identify opportunities for price customization that are palatable to customers
- Design “smart” price promotions that boost sales without eroding brand equity
- Use price as language to build customer engagement and commitment
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Strategic Pricing Management