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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/uva-darden-bcg-pricing-strategy-practice
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课程名称：实用定价策略 概述：在这门以项目为中心的课程中，来自达顿商学院的Ron Wilcox和波士顿咨询集团的Thomas Kohler将引导你通过一个实际案例，从问题陈述到详细分析。你将使用成本、顾客价值和竞争这三种视角来推荐最佳定价，并在市场变化时进行调整。借助之前的专业课程所教授的概念、工具和技术，包括经济学基础技巧、客户细分、支付意愿及客户决策分析、市场价格、市场份额和行业动态分析，你将实践设定利润最大化的价格以提高价格实现。课程结束时，你将拥有一个建设性的作品集，展示你在定价策略方面的能力。 课程大纲： 第一部分：零售市场动态 描述：欢迎来到课程！我们将开始一周的课程，概述项目，围绕飞利浦推出的环保灯泡展开。在阅读案例后，Thomas和Ron将指导你应用成本视角来分析飞利浦推出的LED灯泡的经济情况。在分析完案例的经济性后，Ron和Thomas会进行总结，确保你走在正确的轨道上。你还将听到BCG定价专家的经验分享，了解他们在帮助多个行业客户优化价格和改善利润方面的教训和技巧。 第二部分：客户价值与相应分析 描述：这一周，我们将深入探讨客户价值，利用相应分析确定消费者和企业的价格敏感度。Thomas和Ron将展示如何绘制相应数据，以便轻松比较这两个市场。你还将对相应数据进行进一步分析，以了解消费者重视的因素。通过你的分析，你将优化定价建议。 第三部分：定价建议 描述：这一周，你将综合所有信息，为飞利浦提出定价建议。你将推荐他们应该服务的市场（B2B、B2C或两者均可），以及如何为LED灯泡定价。你将学习如何在精简的幻灯片中展示你的思考过程和理由，以 compelling的方式呈现建议。 第四部分：意外挑战 描述：这一周，你将应对LED灯泡市场的新发展：新的竞争对手和新的法规。就像在现实生活中一样，你需要在竞争格局变化和新法规出现时调整策略，重新考虑零售市场及再评估B2B市场。你还将深入“现实世界”，对当地的LED灯泡市场进行调查，并将你的发现与案例相关联。课程结束时，BCG定价专家将分享他们对定价领域的价值和意义的见解。
Part: 1
Title:Retail Market Dynamics
Description:Welcome to the course! We'll kick off the week with an overview of the project, which centers around Philips introduction of an eco-friendly light bulb. Once you've read the case, Thomas and Ron will guide you as you apply the cost lens to analyze the economics of the LED light bulb Philips has introduced to the market. After you've analyzed the economics of the case, Ron and Thomas will debrief to make sure you are on the right track. You will also hear from BCG pricing experts, who will share their lessons and tips gleaned from years of helping clients in multiple industries optimize their prices and improve the bottom line.
Part: 2
Title:Customer Value and Conjoint Analysis
Description:This week, we will dig deeper into customer value using conjoint analysis to determine the price sensitivity of consumers and businesses. Thomas and Ron will show you how to graph the conjoint data to easily compare these two markets--and you'll do additional analysis of the conjoint data to learn more about what consumers value. Using your analysis, you'll hone your pricing recommendation.
Part: 3
Title:Price Recommendation
Description:This week, you will pull everything together to make a pricing recommendation for Philips. You will recommend which markets they should serve (B2B, B2C, or both) and how they should price their LED bulbs. You'll learn how to lay out your thought process and rationale in a tightly edited slide deck that presents your recommendations in a compelling way.
Part: 4
Title:Curveball
Description:This week, you will respond to new developments in the LED light bulb market: a new competitor and new regulations. Just like in real life, you'll need to adjust your strategy when the competitive landscape changes and new regulations emerge and reconsider the retail marketplace and reevaluate the B2B market. You'll also head out into your own "real world" and do some detective work about the LED bulb market in your area and relate those finding to the case. We'll finish the course with BCG pricing experts sharing their insights into what makes pricing such a rewarding field.
In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and techniques taught in previous Specialization courses—from basic techniques of economics to knowledge of customer segments, willingness to pay, and customer decision making to analysis of market prices, share, and industry dynamics—you will practice setting profit maximizing prices to improve price realization. You'll finish the course with a portfolio-building project that demonstrates your pricing prowess from this Darden School of Business at the University of Virginia and Boston Consulting Group course.
