Accelerate Marketing on Pricing 

Learning Objectives:

By the end of this course, participants will:

• Understand the strategic role of pricing in marketing
• Identify key pricing models and when to use them
• Analyze the relationship between price, value, and customer perception
• Use data to make evidence-based pricing decisions
• Develop and test pricing strategies for different market conditions

Course Outline

Session 1: Introduction to Strategic Pricing (1 Hour)

Topics Covered:

• The role of pricing in the marketing mix (4Ps/7Ps)
• Pricing vs. cost vs. value vs. perceived value
• Psychological aspects of pricing: How customers perceive price
• The impact of pricing on brand and positioning

Session 2: Pricing Models and Strategies (1 Hour)

Topics Covered:

• Overview of key pricing strategies:
  • Cost-plus pricing
  • Value-based pricing
  • Competitor-based pricing
  • Dynamic pricing
  • Penetration vs. skimming
  • Freemium and subscription pricing
• Choosing the right pricing strategy for your market and product

Session 3: Pricing Research and Data-Driven Decision-Making (1 Hour)

Topics Covered:

• Primary and secondary pricing research
• Willingness to pay studies and conjoint analysis
• Price elasticity of demand
• Using A/B testing and customer segmentation for pricing

Session 4: Communicating Price and Building Value (1 Hour)

Topics Covered:

• Anchoring and decoy pricing
• Framing and presenting price options
• Communicating value to reduce price resistance
• The role of pricing in conversion funnels

Session 5: Pricing in the Real World: Market Conditions and Competition (1 Hour)

Topics Covered:

• Adapting pricing in changing environments (inflation, market shifts, supply chain disruptions)
• Pricing for different customer segments
• Competitor pricing monitoring and reaction strategies
• Local vs. global pricing strategies

Session 6: Pricing Action Plan + Wrap-Up (1 Hour)

Topics Covered:

• Creating your pricing strategy roadmap
• KPIs and performance tracking for pricing effectiveness
• Common pricing pitfalls and how to avoid them
• Key takeaways and open Q&A

Supplement Material

A student manual is available for the learner to follow during the instructor’s presentation.

Benefits to the participants

Throughout the activities, the participants will gain a better understanding of pricing and how it can influence marketing strategies.

Course Evaluation

 A course evaluation will be completed by the learners once the course is finished.

Certificate