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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
- International pricing strategy
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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
- afternoon
- Managing price competition
- International pricing strategy
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Faculty |
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Professor Willem Burgers, Programme Co-Director
Professor Per Jenster, Programme Co-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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Applicants can apply for the programme in either form:
Online application: Please visit the CEIBS Executive Education website, select the programme you want to take, and click “Apply Now” to apply for the programme; or
Submit application by fax or mail: Please visit the CEIBS Executive Education website, select the programme you want to take, click “Application Form” to download the form, then fill in the form and send it to the CEIBS Customer Service Team by fax or mail. You are also welcome to call the CEIBS Customer Service Team for a printed Application Form.
Applications are requested 20 working days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on a space-available basis. For more information, please contact our customer service team in Shanghai, Beijing or Shenzhen.
Cancellations or changes of a programme registration may be made without penalty at least 15 working days before the start of the programme. 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. When a request to substitute participant(s) for the same programme is made less than 15 working days before the start of the programme, the seat(s) will not be guaranteed. If an applicant is unable to attend the programme, the applicant may transfer to a different session of the same programme or another CEIBS Executive Education programme within the same calendar year, but must pay any differences in fees between the two programmes. All changes and cancellations are subject to the final confirmation of CEIBS. |
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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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