Pricing 4Dx (live online)

Dates: There are no upcoming dates scheduled for this program

How much should an organization charge for a new product? Can pricing performance be improved for existing products? Setting the right price for a product or service is not easy. Pricing decisions can have a significant and often immediate effect on an organization's bottom line, yet there is much confusion about how best to determine and execute a successful pricing strategy. This program is designed to demystify the science behind purchase behavior and provide participants with a logical and systematic approach to crafting an optimal price structure.

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Pricing 4Dx (live online)
Certificate Track: Strategy and Innovation
Location: Online
Tuition: $4,500
Program Days (for ACE Credit) 2

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Pricing 4Dx will help managers increase their level of pricing sophistication and mitigate the mistakes many firms make regarding pricing strategy. We will discuss the "zone of indifference" and how to establish the broad value band within which prices need to be set. Participants will learn about correct survey techniques to ask the right pricing questions before a product is launched, and will practice calculating price elasticities for different customers—some are willing to pay more! They will explore the pricing spectrum, from a primitive, "gut-feel" approach to complex segmentation, and learn how to apply pricing metrics to make better decisions. Participants from a variety of industries will collaborate virtually and team up on projects that test their new pricing knowledge. This is a technical class that requires the use of spreadsheets and data analysis in the online environment.

Participants in this program will interact in real time with high-quality video lessons, other participants, and faculty through personalized avatars in an immersive, virtual classroom. High speed internet with appropriate bandwidth and the interest and ability to use the required technology and software are critical success factors.

Participants will meet from 10:00 AM - 12:00 PM (EST) during the week of the sessions, however they should plan to stay up to 30 min longer, if needed. The sessions planned are:

November 28 - December 13, 2017:
Tuesday, November 28 through Thursday, November 30
Tuesday, December 5 through Thursday, December 7
Wednesday, December 13

The program will be conducted in an online environment where participants can view video lessons and complete group action learning activities led by the faculty. This rich, engaging experience can be accessed by participants wherever they are in the world at the times in which the sessions are delivered and bridges the energy, exploration and idea flow of physical learning into a personalized online experience.

Two webinars/trainings will be offered in advance of the program start. Participants should plan to attend one of them to meet other participants, propose project ideas and form 2-3 person project groups. This program requires the use of Google Sheets. Therefore one Gmail address per project group is required in order to utilize Google Sheets during exercises.


A Classic Pricing Mistake That Businesses Make

Catherine Tucker discusses why pricing isn't all about costs.

Featured Participant Review

"Provided a unique combination of breadth and depth on the subject of pricing strategy and execution. In-class exercises teamed with capstone group project really hit home concepts in a learn-by-doing manner. Highly recommended." - Stephen G.

Avatar-based Classroom Makes Virtual Learning Come Alive

Very often, online programs can be simplistic in terms of their content and instructional design. Not so with 4DX. This is a rich, engaging experience that participants can access from anywhere in the world via an avatar.