Pricing Strategies

Pricing is one of the most powerful tools that managers have available for increasing profits and the value of their firms. Pricing is a critical tool for companies to appropriate part of the value that they create through innovations. However, this potential often remains unexploited, as many managers lack a clear understanding of how to improve upon their firm's customary pricing practices. During the course, students will learn to assess the value of products and the role that value plays in the pricing process. They will learn how to assess price sensitivity and evaluate the financial implications of price changes. They will learn how communication of value and prices can influence the perceptions and behaviors of clients and competitors. The course will conclude with a discussion on the legal and ethical limits to pricing. Overall, the course prepares you for addressing both strategic and tactical pricing issues and for identifying changes in pricing practices that can lead to improvements in firm profits. This should be relevant for a wide number of jobs that you may hold throughout your careers, such as product and marketing manager, but also business unit manager, management consultant, and entrepreneur

Course leader

José Mata - Department of Strategy and Innovation

Target group

This is a graduate level course. CBS Summer University courses at Copenhagen Business School is open to all and welcomes domestic and international students as well as professionals.

Course aim

Calculate the range of admissible prices for products Estimate price sensitivity Evaluate the financial impact of changes in prices Choose strategies for communicating value and prices in different environments Understand the legal and ethical limitations to pricing practices