Detailed Programme

The programme 'Pricing' consists of 6 modules:

Module 1: The principles of value-based pricing

  • What are the most used pricing strategies & what makes value-based pricing different?
  • What is value-based pricing and how do you start doing it?
  • How do you achieve prices that reflect the true value of your products?
  • Applying the value-based pricing methodology.

Module 2: Pricing from a financial perspective

  • Explore the real financial implications of pricing decisions, and when it makes sense to compete on price and when it doesn't.
  • Through greater understanding of the cost drivers and the types of customers you have (high vs. low cost to serve customers), you will understand when offering a discount is a smart idea — and when premium pricing is the right strategy.
  • What impacts the customer lifetime value & how can you increase it?

Module 3: Taking the right pricing decisions

  • Companies who are using an analytics-driven approach to pricing significantly out-perform their competitors. In this module, you will learn how to turn data into insights that drive improved performance and profitable growth for your company.
  • Case study: designing the price sensitivity curve and defining the ‘right’ price point

Module 4: Pricing from a market perspective

  • Identifying the market drivers that have an impact on pricing: customer behaviour, CSR aspects, competition, substitutes…
  • Associating the market drivers with the tactics
  • Applying the market drivers to your organisation
  • International pricing differences

Module 5: Pricing from an entrepreneurial perspective

  • What can established companies learn from fast-growing companies (& vice versa) in terms of revenue models?
  • How can you apply a number of these revenue models to your business?
  • Case study: Edgard & Cooper
    • Why should you (not) differ your pricing strategy when you go to the market via different channels (direct / third parties)?
    • What’s the impact on pricing when you sell in different geographical regions?

Module 6: Pricing from an organisational perspective

  • How do you structure the pricing process internally?



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