Date: January 06 – 10, 2020
It is well known that, among all the drivers of a marketing organization’s profit (e.g., price, advertising, variable cost, fixed cost, sales volume, etc), improvements in pricing have the most powerful effect on the bottom-line. The overall goal of this course is to improve the understanding as well as ability of corporate planners, marketing and sales managers to develop and implement superior pricing and sales generation strategies based on sound theory, metrics, and cutting edge methods.
Program Objectives:
• Understand the “power of pricing”
• Develop a refined understanding of value-based, cost-based, and competitor-based pricing
• Learn basics of measures and methods for estimation of consumer price response, price response elasticity, and willingness-to-pay (WTP) using tools like regression, conjoint analysis, field and quasi-experiments
• Understand the nuances of bundle pricing, product line pricing, “good-better-best” pricing
• Develop understanding and skills in competitive pricing and dynamic pricing strategies
• Grasp “Do’s and Don’ts” of delegation of pricing authority to sales agents
• Understand the “price waterfall” and effective pricing organization and control
Coverage:
- Pricing Strategies
- Pricing Competition
- Pricing Research
- Pricing Organization
- Pricing in Channels & Platforms
Venue: Management Development Centre (MDC), IIM C Campus
Participant Fees: Residential (R): ₹ 85,000/- Non-Residential (NR): ₹ 10,000/- less than the Residential fee Taxes and surcharges extra, as applicable
Contact Information:
CMDP Office
Management Development Centre (MDC)
Indian Institute of Management Calcutta, Diamond Harbour Road, Joka, Kolkata – 700 104
Phone: +91 33 7121 6000-01 (Extns: 6012/6005)
Email: program_mdp@iimcal.ac.in Weblink: https://www.iimcal.ac.in/mdp/mdp-calendar
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