In today's competitive environment, pricing has emerged as a critical business competency. Executives in consumer, industrial, and service sectors must be prepared to face complex challenges and to leverage pricing in order to capture the greatest market advantage. The Strategic Pricing program provides a template for pricing decisions and practical guidance for formulating pricing strategy.

Led by Mark Bergen, Carlson School Professor of Marketing, noted author and pricing strategist for numerous Fortune 500 companies, the program will emphasize the importance of developing pricing as a strategic capability. The program explores conceptual frameworks and practical applications relevant to successful pricing strategies from three perspectives: the customer, the competition, and the corporation. The program design integrates all three perspectives in pricing strategies and decisions using economic and psychological principles. Pricing issues relevant for business-to-business as well as business-to-consumer marketing will be covered.

• Identify causes and characteristics to allow managers to effectively fight a price war.
• Build strategic pricing capabilities within your company.
• Develop a template that provides a structure for identifying the most profitable pricing opportunities.
• Examine current pricing issues and practices under the direction of pricing experts in a practicum environment.

Ideal candidates are managers and executives with responsibility for setting, recommending, or approving pricing decisions and pricing policy. Appropriate titles include: vice president, director, or manager of marketing, pricing, sales, finance, marketing research, brand development, or business development. To gain the most benefit for your organization, several managers are encouraged to attend together.

• Build pricing as a strategic capability
• How to fight a price war
• Psychological issues in pricing
• Value-based pricing
• Price sensitivity
• Pricing tactics to segment markets
• The pricing factory
• Pricing to and through a supply chain
• Legal aspects of pricing

This three-day program provides an intense and exciting learning environment. It is highly interactive and features case studies, lectures, individual readings, and group discussions.

 $3,500

Quantity Discount
A discount of 15% will apply to registrations of three (3) or more people from the same company registering as a group for the same specific program. Please note that this offer is contingent upon all registrants enrolling in the same program having the same start date. Program cancellations and program transfers affecting the minimum number of people enrolled in the program for which the discount is applied will void the discount.
 

Cancellation / Transfer Policy