UC Berkeley's: Pricing

for Profitability in the Information Age

	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