Pricing - Step By Step

This module prepares students to address strategic and tactical pricing issues and introduces measurements and metrics that drive marketing strategy. Explains how analytical methods should be applied to solve marketing problems. Throughout the course we will look at:

• Internal factors affecting Price (marketing objectives, Marketing Mix Strategy, Costs, Pricing and overall company goals);
• External Factors affecting Price (The Market and Demand, Competitors Prices and Offers, Environmental Forces);
• The 3 approaches to Pricing (Cost-based pricing, Value-based pricing and Competition Based Pricing);
• Price adjustment strategies (Discount Pricing, Discriminatory Pricing, Psychological Pricing, Geographical Pricing);
• New Product Pricing Strategies (market skimming pricing, market penetration pricing…);
• Different marketing metrics.