The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales–if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans. In this course, we’ll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. Developed at the Darden School of Business at the University of Virginia, and led by top-ranked Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of value-based pricing and how to use it to capture more revenue.

By the end of this course, you’ll be able to…

  • Apply knowledge of customer value to price products
  • Leverage core value-based pricing techniques to inform pricing decisions
  • Measure customer willingness to pay using models (surveys, conjoint analysis, other data)
  • Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers

What you will 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 will gain:

  • Customer Willingness to Pay
  • Pricing Strategies
  • Customer Value-based Pricing
  • Measuring Customer Preferences
  • Customer Psychology

Registration deadline: January 31st, 2022

Course will run from February 1st to June 30th 2022.