Pricing and Revenue Maximization (2days)
Pricing is part economics, part psychology—as prices play different, at times even surprising roles in a market. Mastering this blend introduces unexpected opportunities to capture, communicate and even grow value in the eyes of customers.
This innovative, pragmatic program pushes well beyond the mechanics of setting a price. While pricing anything certainly involves an element of “running the numbers,” there is much more to cover. We will consider the actions that precede and follow the quest for that “perfect” number. The overarching goal of the course is to equip you with the necessary skills and confidence to design and execute a thoughtful strategy.
Marco Bertini is Associate Professor and Department Head of the marketing subject area at ESADE (Barcelona). He completed his doctoral studies at Harvard Business School and was previously on the faculty at the London Business School. Marco’s research, which for the most part lies at the interface of the economics and psychology of pricing decisions, appears in the leading journals for marketing science and practice. His teaching, speaking engagements, and advisory work similarly focus on the challenge of designing and implementing a proper strategy for monetization. Recently, Marco was named to the Thinkers50 Radar, a shortlist of the scholars “most likely to shape the future of how organizations are managed and led.” Prior to this, he was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognized by the Marketing Science Institute in the United States as one of the most promising scholars in the field.
Who should attend?
This program is designed for senior and mid-level executives in Pricing roles, Marketing departments and Sales team interested in pricing strategies to improve the profits of their company. It should also attract director of small and medium-sized enterprises.
This program is appropriate for diverse industries, including high technology, pharmaceutical, medical, energy, consulting, and investment banking.
- Shape a comprehensive pricing long-term strategy.
- Design a revenue model according to the strategy of the organization.
- Determine the role of costs competitors and customers in setting your price.
- Understand the impact that psychological and sociological factors can have on demand.
- Calculate and sell the unique value of a product or service with confidence.
- Respond intelligently to price competition.
- Design smart sales promotion campaigns that boost sales without eroding brand equity.