In this Specialization, we show you techniques to increase price realization and maximize profits. Learn from Boston Consulting Group's global pricing experts and University of Virginia Darden School of Business faculty, who share the frameworks, tips and tools we use in our business and research environments. We will look at pricing through BCG's proprietary and time-tested three “lenses”—cost and economics, customer value, and competition—to build your understanding of the strategic power of pricing. You’ll leave the Specialization with a portfolio-building presentation that demonstrates your ability to price strategically.
Pricing Strategy Optimization Specialization
Pricing Strategy Optimization Specialization
Set prices the way the experts do. Master pricing strategies used by global consulting and academic leaders.
Instructors: Jean Manuel Izaret
Included with 
Get in-depth knowledge of a subject
(779 reviews)
Beginner level
Recommended experience
1 month at 10 hours a week
Flexible schedule
Earn a career credential
Share your expertise with employers
Get in-depth knowledge of a subject
(779 reviews)
Beginner level
Recommended experience
1 month at 10 hours a week
Flexible schedule
Earn a career credential
Share your expertise with employers
What you'll learn
How to utilize the strategic power of pricing to set profit maximizing prices
Cost and economics in pricing strategy
How to leverage knowledge of customer value to develop a pricing strategy
Market and competitor pricing models that inform pricing decisions
Overview
Skills you'll gain
- Price Negotiation
- Business Strategy
- Marketing Psychology
- Market Dynamics
- Global Marketing
- Target Market
- Value Propositions
- Market Share
- Consumer Behaviour
- Marketing
- Customer Insights
- Product Lifecycle Management
- Competitive Analysis
- Product Strategy
- Presentations
- Revenue Management
- Customer Analysis
- Cost Accounting
- Strategic Marketing
- Economics
What’s included
Shareable certificate
Add to your LinkedIn profile
Taught in English
48 practice exercises
Advance your subject-matter expertise
- Learn in-demand skills from university and industry experts
- Master a subject or tool with hands-on projects
- Develop a deep understanding of key concepts
- Earn a career certificate from University of Virginia
Specialization - 4 course series
What you'll learn
How to apply knowledge of basic economics to make better pricing decisions
How to recognize opportunities for price discrimination and recommend strategies to maximize sales and profits
How to calculate three types of price elasticities to determine the impact of price on demand
How to analyze and apply different pricing models, including: cost-plus pricing, marginal cost-plus pricing, peak-load pricing, index-based pricing.
Skills you'll gain
Price Negotiation, Customer Analysis, Regression Analysis, Competitive Analysis, Demand Planning, Statistical Methods, Economics, Consumer Behaviour, Revenue Management, Cost Accounting, Marketing Channel, Market Dynamics, Product Strategy, Case Studies, and Cost Benefit Analysis
What you'll learn
Customer value applications in pricing products
How to leverage core value-based pricing techniques to inform pricing decisions
How to measure customer willingness to pay using models (surveys, conjoint analysis, other data)
Consumer psychology applications in setting prices beneficial to both consumers and sellers
Skills you'll gain
Consumer Behaviour, Customer Insights, Customer Analysis, Value Propositions, Marketing Psychology, Market Dynamics, Revenue Management, Analysis, Market Research, Global Marketing, Competitive Analysis, Behavioral Economics, and Case Studies
What you'll learn
Market and competition applications in product pricing
How to utilize game theory to influence market pricing
How to leverage competitor pricing models and knowledge of the product lifecycle to price products
Strategies for price discrimination in competitive markets
Skills you'll gain
Competitive Analysis, Product Lifecycle Management, Value Propositions, Marketing, Business Strategy, Regulation and Legal Compliance, New Business Development, Consumer Behaviour, Market Dynamics, Target Market, Strategic Partnership, Market Share, and Game Theory
What you'll learn
How to use the three lenses to set an optimal strategic price to maximize revenue
How to approach a pricing case, glean information, and work through a complicated pricing decision
How to utilize tools and data to analyze and recommend a strategic response to a real world pricing situation
Skills you'll gain
Consumer Behaviour, Price Negotiation, Competitive Analysis, Cost Accounting, Market Share, Presentations, Microsoft PowerPoint, Business Strategy, Market Analysis, B2B Sales, Value Propositions, Market Research, Market Dynamics, Case Studies, Strategic Marketing, and Product Strategy
Earn a career certificate
Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.
Instructors
Industry partners
Compare with similar products
| Rating | ||||
|---|---|---|---|---|
| Level | ||||
| Skills | ||||
| Last updated | ||||
| Number of practice exercises | ||||
| Degree eligibility | ||||
| Part of Coursera Plus |
You might also like
Why people choose Coursera for their career
Felipe M.
Learner since 2018
"To be able to take courses at my own pace and rhythm has been an amazing experience. I can learn whenever it fits my schedule and mood."
Jennifer J.
Learner since 2020
"I directly applied the concepts and skills I learned from my courses to an exciting new project at work."
Larry W.
Learner since 2021
"When I need courses on topics that my university doesn't offer, Coursera is one of the best places to go."
Chaitanya A.
"Learning isn't just about being better at your job: it's so much more than that. Coursera allows me to learn without limits."
Open new doors with Coursera Plus
Unlimited access to 10,000+ world-class courses, hands-on projects, and job-ready certificate programs - all included in your subscription
Advance your career with an online degree
Earn a degree from world-class universities - 100% online
Join over 3,400 global companies that choose Coursera for Business
Upskill your employees to excel in the digital economy
Frequently asked questions
We recommend the following sequence: Economics of Pricing, Pricing to Customer Value, Market-based Pricing, Pricing Strategy Optimization. While you can take the first three courses simultaneously, we recommend taking the Pricing Strategy Optimization course last, since it draws on concepts from the three previous courses.
Our target learners have an interest in business and marketing. With an undergraduate or graduate degree, they are looking to advance in their career or deliver more value in their current role and might someday pursue an advanced business degree. They take initiative and are proactive in developing new skills and competencies to achieve career objectives, develop professionally and expand their knowledge bases.
Each course in the Specialization is organized into four weeks of content and assignments. You may take the four courses sequentially over the course of four months, or may take courses simultaneously to complete more quickly.
More questions
Financial aid available,