Pricing Strategy to Maximize Shareholder Value

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Course Outcomes:

Pricing presents marketing managers with one of their most powerful levers for maximizing profits and shareholder value. This course addresses strategic and tactical pricing issues and identifies profit-boosting changes in pricing practices across a range of professional contexts.

  • The course establishes a foundation for effective pricing decisions, by covering:
  • Importance of pricing to the bottom line
  • Relationship between costing and pricing
  • Key economic, analytical and behavioral concepts associated with costs
  • Customer behavior and competition
  • Dynamic pricing, Segment pricing, Pricing structures, bundling and promotions
  • Practical applications of these approaches within specific industry contexts

Course Outline:

Issues & Challenges with Pricing Products:

  • Pricing strategies and approaches
  • How costs affect prices
  • Pricing factors: problems and issues
  • Distinguishing successful pricing strategies from unsuccessful pricing strategies
  • Align pricing with other marketing mix elements

Factors Affecting Pricing Decision: Internal vs. External:

  • Role of demand
  • Influences of supply
  • Elasticity of demand and the impact on pricing
  • Pricing & its relationship to forecasting
  • Pricing & regulatory environment.

Pricing Influence Puzzle:

  • Customers & Value
  • Industry & Competition: Porter’s Model & Market share issues
  • Costs/Profit: Impact of profitability when dealing with cost & volume
  • Types of costs to consider: Fixed and variable, Direct and Indirect
  • Marketing Mix: How it affects pricing strategies
  • Impact of Life-cycle state on products, technology & market adoption

Target Audience:

Any sales, marketing or product personnel whose responsibility is to develop an effective pricing and communication strategy for products/services

Course Curriculum

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