Enroll Course: https://www.coursera.org/learn/uva-darden-bcg-pricing-strategy-practice
In the world of business, understanding how to price your products effectively is paramount to success. The Coursera course, “Pricing Strategy in Practice,” taught by Darden’s Ron Wilcox and BCG’s Thomas Kohler, offers a comprehensive and hands-on approach to mastering this critical skill.
This project-centered course dives deep into a real-world case study, guiding you through the entire process from problem definition to detailed analysis. You’ll learn to apply three essential lenses to pricing: cost, customer value, and competition. This holistic approach ensures you can recommend an optimal price and, crucially, adapt it to market disruptions.
The syllabus is thoughtfully structured to build your expertise progressively. The first week, “Retail Market Dynamics,” introduces the Philips LED light bulb case. You’ll begin by applying the cost lens, analyzing the economics of the product. Expert insights from BCG pricing specialists are woven throughout, offering practical lessons learned from years of industry experience.
Week two, “Customer Value and Conjoint Analysis,” focuses on understanding customer price sensitivity. Through conjoint analysis, you’ll learn to graph data to compare different markets and identify what truly resonates with consumers and businesses, refining your pricing recommendations.
The third week, “Price Recommendation,” is where you synthesize your learnings. You’ll develop a compelling slide deck to present your strategic recommendations for Philips, including target markets (B2B, B2C, or both) and optimal pricing for their LED bulbs.
Finally, “Curveball” prepares you for the unpredictable nature of real-world markets. You’ll tackle scenarios involving new competitors and regulations, forcing you to adjust your pricing strategy. This section also encourages you to conduct your own market research, connecting the course material to your local environment. The course culminates with further insights from BCG pricing experts, underscoring the rewarding nature of this field.
“Pricing Strategy in Practice” is an invaluable resource for anyone looking to enhance their pricing acumen. The blend of academic rigor from Darden and practical industry application from BCG makes this course a standout recommendation for business professionals, entrepreneurs, and students alike.
Enroll Course: https://www.coursera.org/learn/uva-darden-bcg-pricing-strategy-practice