UC Berkeley's: Pricing

for Profitability in the Information Age

Sample Pricing Program Course Outline

Topic Time Faculty
       
Classic Pricing Frameworks: Setting Price to Optimize Profits
Day 1 Course Introduction and Economic Value to Customers 9:00am-10:30am Teck Ho, PhD, MA, MSc
How Cost Affects Price 11:00am-12:30pm Teck Ho, PhD, MA, MSc
Lunch 12:30pm-1:30pm  
Price War Simulation 1:30pm-3:00pm Teck Ho, PhD, MA, MSc
How to Beat the Competition 3:30pm-5:00pm Teck Ho, PhD, MA, MSc
Move Classic Pricing Frameworks
Day 2 Understanding Customer Price Sensitivity 9:00am-10:30am Randy Bucklin, MA, PhD
Understanding Customer Price Sensitivity 11:00am-12:30pm Randy Bucklin, MA, PhD
Lunch 12:30pm-1:30pm  
Price Contract Negotiation Exercise 1:30pm-3:00pm Teck Ho, PhD, MA, MSc
Case Study 3:30pm-5:00pm Kim Lopez, CEO, Remedy Interactive
Innovative Pricing Strategies: Perfecting the Price
Day 3 Product Line Pricing and Bundling 9:00am-10:30am Teck Ho, PhD, MA, MSc
Versioning Strategy / Subscription Models 11:00am-12:30pm Mark Ziegenhagen. Senior Director of Pricing, Autodesk, Inc. 
Lunch 12:30pm-1:30pm  
Creative Pricing 1:30pm-2:50pm Terry Taylor, PhD
Revenue Management Pricing Simulation 3:20pm-5:00pm Terry Taylor, PhD
More Innovative Pricing Strategies
Day 4 Measuring Willingness to Pay Using Auctions 9:00am-10:30am Teck Ho, PhD, MA, MSc
Revenue Model Design and Wrap-up 11:00am-12:30pm Teck Ho, PhD, MA, MSc
Lunch, Program Certificate Distribution 12:30pm-1:30pm