Module I: Why is price so important?
- An introduction to pricing and its relationship with the commercial offer.
- The economics behind the price: Price, costs and profitability.
- Pricing and profit optimization.
- Case study.
Module II: Price and the perception of value
- Perceived value vs. real value.
- Value in mass markets and in industrial markets.
- Value-based pricing.
- Case study.
Module III: The effect of the channel on the price
- Value analysis for the channel.
- Balance of negotiating power: Manufacturer – Channel.
- Channel conflict management.
- Case study.
Module IV: Pricing for special orders and customers
- Key clients and special orders.
- Custom pricing management.
- Case study
Module V: Low-Price Brands and Rates
- Product brand cannibalization.
- Cannibalization of service rates.
- Case study
Module VI: Pricing Strategies
- Price differentiation.
- Price discrimination.
- Psychological pricing.
- Price packaging.
Module VII: Dynamic Pricing
- Fundamentals of revenue management.
- Conditions and context of dynamic pricing.
- Identify opportunities to apply dynamic pricing.
- Case study.
Module VIII: Price Measurement
- Surveys to measure prices.
- Experiments to measure prices.
- Advanced tools.
- Price measurement workshop.
Module IX: Applications of Artificial Intelligence in Price Management
- Data analysis and predictions.
- Pricing strategy automation.
- Customer segmentation and determining personalized pricing strategies.
- Use web scraping tools or APIs to automatically monitor competitor prices.