Pricing Decisions Can Truly Make or Break A Company's Bottom Line
Strategic Pricing is an executive program that considers pricing from a strategic management perspective. The program introduces alternative strategies that provide insights for improving pricing decisions that directly impact a company’s financial performance.
Participants leave the program with a comprehensive understanding of the key parameters and crucial factors for setting better prices, and with a set of implementable tools and frameworks that can be used to improve the company’s pricing strategy.
The program helps participants to gain a strategic and holistic view of pricing and how to create value through various pricing strategies and improve the quality of your company’s pricing processes. Participants will learn the drivers and impact of pricing power and psychological pricing, and identify the best arguments to defend the value of a product or service with confidence.
By attending the program, you will also
- Address the constraints that shape a comprehensive monetization strategy
- Distinguish the different roles that price can play in a market
- Design a revenue model that complements the broader organizational objectives
- Determine the proper role of costs, competitors and customers in setting the “right” price, while avoiding passive pricing mistakes
- Respond sensibly to competition and the forces of commoditization
- Identify opportunities for price customization that are palatable to customers
- Understand how to track, quantify and communicate value
The Strategic Pricing program is designed for executives and managers in B2B and service and consumer markets who are responsible for the design, evaluation, implementation or communication of pricing decisions.
The program is especially beneficial for companies who:
- are looking for points of difference through new pricing models,
- are exploring new methods for the introduction of new products or services, and
- aim to succeed in measuring and communicating the right value to customers.
Contents and Schedule
The Strategic Pricing program combines the latest theoretical research in the area of pricing with real cases, where practical knowledge can be drawn from the successes and failures experienced by other companies.
During the three days, participants will acquire knowledge from a variety of examples from both business and consumer markets in a comprehensive manner using both practical workshops and traditional teaching methods.
Associate Professor and Head of Marketing Department, ESADE Business and Law School
Marco Bertini is Associate Professor and head of the marketing subject area at ESADE. His research, teaching and work with business focus on the question of monetisation.
Marco holds a Doctor of Business Administration from Harvard Business School, a Master of Business Administration from IESE Business School, and undergraduate degrees in Arts (Politics and International Studies) and Commerce (Economics) from The University of Melbourne. His research, which for the most part investigates the psychology of pricing decisions, appears in the major journals for marketing scholars (Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research and Marketing Science) and management professionals (Harvard Business Review and MIT Sloan Management Review). This work appears in print media and television—most recently in the BBC, Bloomberg BusinessWeek, Financial Times, The Times and Wall Street Journal.
In 2012, Marco was nominated for the Business Professor of the Year award, a global competition administered by the Economist Intelligence Unit, and in 2013 he was recognised by the Marketing Science Institute in the United States as one of the most promising researchers in the discipline as part of its biennial Young Scholars programme.
Before joining ESADE, Marco was on the faculty at London Business School for eight years. He has also collaborated with academic institutions in Europe (including IESE, INSEAD, Università Bocconi, University of Cambridge and University of Oxford), the United States (Columbia University, Georgetown University) and Asia (China Europe International Business School).
Marco is a frequent keynote speaker on topics related to monetisation and his clients range from Global Fortune 500 companies to voluntary organisations and government. He is also a scientific advisor to several businesses and a member of the academic liaison committee of the Chief Marketing Officer Council.
Professor of Practice, Aalto University School of Business
Dr. Pekka Mattila serves as a Professor of Practice at the Aalto University School of Business. He works frequently with both European and Asian executive audiences on themes of strategic management and agility, strategy co-creation, business model innovation, executive leadership, top team dynamics, change management, organizational culture and strategic marketing. Since spring 2011 he has served as the Group Managing Director and Associate Dean of Aalto University Executive Education.
In addition to his academic activities Dr. Mattila has conducted an active business career. Currently he serves as the Chairman of the Board or as a Member of the Board at a number of innovative companies: e.g. media, construction technology, payments, lighting as well as food and beverage industries. Previously he served in executive, management and senior staff positions in the Nordic financial services industry. From 2012 till 2014 he served as a board member at a leading Finnish bank.
Dr. Mattila holds a doctorate and masters in sociology at the University of Helsinki and an Executive MBA at London Business School. Over the years, he has frequently visited a number of prestigious European and Asian universities teaching management, organizational behaviour, marketing and sociology.
Dr. Mattila has authored a number of managerial books on leadership, change management and strategic marketing and sales. Currently he serves as the Chairman of the Board for the foundation operating the renowned Helsinki Festival and as a Member of the Board at the Finnish Society of Crafts and Design (Design Forum Finland). Dr. Mattila’s consulting and coaching career started in 2003, and his corporate clients comprise over 230 Nordic and international companies, entrepreneurial ventures as well as prominent public sector and academic institutions.
Program Fee and Registration
The program fee for the Strategic Pricing program is € 3,900 (+ VAT).
The program fee includes learning materials, lunches, and coffee breaks during the program days.
Please note that the program fee does not include travel expenses or accommodation. VAT is applicable to private persons and Finnish companies.
Register for the program by April 23, 2018.