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Description |
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Are you pricing too high or too low? Do you have the right pricing process to help you capture the value you have created in the marketplace? Studies have shown that pricing is the most critical profit driver in today's competitive business environment. Yet few firms think systematically about their pricing strategies or acquire the confidence to leverage their pricing strategies to capture maximum value. An ad hoc pricing strategy or a trial-and-error approach to pricing can significantly reduce a firm's bottom line. |
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Objective |
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The objective of the programme is to help participants to acquire confidence and capability in analysing a pricing environment and in engineering a price structure. |
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Participants |
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This programme is essential for anyone responsible for designing, evaluating, and implementing pricing strategies, or for executives charged with ensuring the overall profitability of the firm. In particular, mid-to-senior-level executives in product development, marketing, or accounting and finance will benefit from this programme. |
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Benefits |
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Participants in this programme will learn:
- a set of tools for assessing and measuring the factors that impact on a firm's pricing
- the basic economics of different pricing mechanisms and buyer pricing psychology
- the basic principles of devising a profitable pricing strategy
- analytical techniques and tools for making profitable pricing decisions
- practical knowledge of price management
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Coverage |
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- Pricing: from tactics to strategy
- Value vs. Price
- Costs in pricing
- Channel pricing
- Pricing over the product life cycle
- Mathematics in pricing
- Pricing psychology
- Managing price competition
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Schedule |
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Day 1
- morning
- What do we know about pricing?
- From tactics to strategy
- afternoon
- Value creation
- Price structure
- Price and value communication
- Price policy
- Price level
Day 2
- morning
- The role of costs in pricing
- Determining relevant costs
- Managing costs
- afternoon
- Channel pricing
- Pricing over the product life cycle
Day 3
- morning
- Mathematics in pricing
- Exercises
- afternoon
- Pricing psychology
- Managing price competition
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Faculty |
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Professor Willem Burgers, Programme Director |
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Venue |
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Shanghai (CEIBS Shanghai campus, 699 Hongfeng Road, Pudong, Shanghai). |
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Admissions |
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Applications are reviewed as they arrive. Completed applications must be received 20 working days before the start of the programme. Any applications received after that date will be considered on a space-available basis. Please address all applications and enquiries to our customer service team in Shanghai, Beijing or Shenzhen.
If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. If an applicant is unable to attend the programme, the applicant may transfer to another CEIBS Executive Education Programme within the same calendar year. When a request to substitute participant(s) for the same programme is made less than 15 working days prior to the start of the programme, the seat(s) will not be guaranteed. |
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* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
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