UC Berkeley's: Pricing

for Profitability in the Information Age

	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