🎯 Course Description:
This intensive 5-day course delivers a comprehensive understanding of strategic pricing and tactical execution to optimize revenue, market share, and profitability. Participants will explore both the economic principles and psychological drivers of pricing, and learn how to apply modern tools and frameworks to analyze, set, and adjust prices in competitive environments.
Through a blend of case studies, simulations, and practical exercises, this course equips attendees to develop customer-centric pricing strategies, manage discounting pressure, and leverage data-driven pricing models.
👥 Who Should Attend:
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Marketing and product managers
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Revenue managers and pricing analysts
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Financial planning and strategy professionals
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Business owners and entrepreneurs
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Sales managers involved in pricing decisions
🗓️ Day 1: Fundamentals of Pricing
| Time | Topic |
|---|---|
| 08:30 – 09:00 | Welcome, Course Overview, Participant Introductions |
| 09:00 – 10:30 | The Role of Pricing in Business Strategy – Profit vs market share |
| 10:30 – 10:45 | ☕ Coffee Break |
| 10:45 – 12:15 | Types of Pricing Strategies – Cost-based, value-based, competition-based |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Customer Perception of Value and Willingness to Pay |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Workshop: Evaluating pricing strategies across industries |
🗓️ Day 2: Market Analysis and Value-Based Pricing
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Understanding Price Elasticity and Demand Sensitivity |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Value-Based Pricing Techniques – EVC (Economic Value to Customer) |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Segmentation and Differential Pricing – Charging different prices for different value segments |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Case Study: Value-based pricing in SaaS or B2B services |
🗓️ Day 3: Tactical Pricing Tools and Models
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Dynamic Pricing Models – Airlines, hotels, and e-commerce |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Psychological Pricing Tactics – Charm pricing, bundling, decoys |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Price Discrimination and Yield Management |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Workshop: Designing a multi-tiered pricing model |
🗓️ Day 4: Pricing Execution and Sales Alignment
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Implementing Pricing Policies in Sales and Marketing |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Discounting Discipline and Avoiding Margin Erosion |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 02:45 | Managing Internal Stakeholders and Overcoming Pricing Resistance |
| 02:45 – 03:00 | ☕ Coffee Break |
| 03:00 – 04:30 | Role-Play: Negotiating price with tough customers |
🗓️ Day 5: Strategic Pricing Innovation and Monitoring
| Time | Topic |
|---|---|
| 08:30 – 10:00 | Subscription, Freemium, and Usage-Based Pricing Models |
| 10:00 – 10:15 | ☕ Coffee Break |
| 10:15 – 12:15 | Using Data and AI for Price Optimization |
| 12:15 – 01:15 | 🍽 Lunch Break |
| 01:15 – 03:00 | Pricing Governance and Performance Monitoring |
| 03:00 – 03:15 | ☕ Coffee Break |
| 03:15 – 04:30 | Final Q&A, Team Presentations, Feedback & Certificate Distribution |
📂 Course Materials Provided:
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Pricing strategy workbook and templates
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EVC (Economic Value to Customer) calculator
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Real-life pricing case studies (B2B, retail, SaaS, hospitality)
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Sales objection handling scripts for pricing negotiations
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Pricing KPI dashboard template
