Pricing: Frameworks and Applications
Day 1
Laying the Foundation
Strategic framework and logic
Pricing has become an important strategic variable: treat it as merely tactical and you risk compromising your company’s success. During this session, you’ll discover ideas and concepts essential to the successful integration of pricing into your marketing strategy.
Topics include:
- The logic of pricing decisions as part of marketing strategy
- Three levels of price management
- A framework for positioning analysis
- Flawed pricing approaches used by managers
- Typical practices of capturing value
- Legal aspects of price strategy
Financial and economic foundations
Examine the effect on profitability of various price and cost decisions
Day 2
Applying What You’ve Learned
Pricing tools and techniques
Price setting is rife with myths and ambiguities. Our solid, practical tools show you how to take a rational, practical approach.
Topics include:
- How to measure price sensitivity
- Revenue management considerations
- The pricing organization
The tactics of pricing
After examining strategic pricing issues and potential legal pitfalls, you still need to know how to put the pieces into a comprehensive whole. Learn the integrative process for joining pricing and marketing decisions.
Topics include:
- Versioning
- Product line pricing
- Channel pricing
- Communicating value
Schedule
Evening before course — 5:30 – 7:00 p.m. Optional dinner for those arriving early
Day 1 — 8:15 – 4:30 p.m. Session
Day 2 — 8:15 – 3:15 p.m. Session
The University of Wisconsin–Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 1.4 Continuing Education Units (CEUs) or 14 hours.
bwolfe@exed.wisc.edu