UC Berkeley's: Pricing

for Profitability in the Information Age

Sample Pricing Program Course Outline

Topic Time Faculty
       
Pricing Foundations
Day 1 Course Introduction and Economic Value to Customers 9:00am-10:30am John Morgan
How Cost Affects Price 11:00am-12:30pm Greg LeBlanc
Lunch 12:30pm-1:30pm  
Understanding Customer Pricing Sensitivity 1:30pm-3:00pm Randy Bucklin
Break 3:00pm-3:15pm
Understanding Customer Pricing Sensitivity 3:15pm-5:00pm Randy Bucklin
Adjourn/Henry's Pub 5:00pm
Putting Pricing Foundations to Work
Day 2 Price War Case Study 9:00am-10:20am John Morgan
Break 10:20am-10:50pm
Creating a Pricing Framework 10:50am-12:20pm Terry Taylor
Lunch 12:20pm-1:2s0pm  
Revenue Management: Simulation 1:20pm-3:00pm Terry Taylor
Break 3:00pm-3:30pm
An Analytical Framework for Strategic Pricing: Case Study 3:30pm-5:00pm John Morgan
Creative Pricing Strategies
Day 3 B2B Pricing 9:00am-10:30am Greg LeBlanc
Break 10:30am-11:00am
Price Contract Negotiation Exercise 11:00am-12:30pm Holly Schroth
Lunch 12:30pm-1:30pm  
Product Line Pricing and Bundling 1:30pm-3:00pm David Mok
Break 3:00pm-3:30pm
Price Customization 3:30pm-5:00pm David Mok
Getting to Profit
Day 4 Measuring Willingness to Pay 9:00am-10:30am John Morgan
Break 10:30am-11:00am
Revenue Model Design and Wrap-up 11:00am-12:30pm John Morgan
Box Lunch, Program Certificate Distribution 12:30pm-1:30pm