The right pricing creates the conditions for increased sales and higher profitability. But even though price has the greatest leverage on profitability, it is the parameter most companies work on the least. During this course you will learn how price affects sales volumes and profitability. We go through pricing theory, behavioural economics aspects of how customers make price decisions and how to set the right prices yourself.
Format: On site
Language: Swedish
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About the course.
The right pricing creates the conditions for increased sales and higher profitability. But even though price has the greatest leverage on profitability, it is the parameter most companies work on the least. During this course you will learn how price affects sales volumes and profitability. We go through pricing theory, behavioural economics aspects of how customers make price decisions and how to set the right prices yourself.
Most companies set their prices based on costs, gut feeling or simple models instead of developing a deeper understanding of pricing and its effect on customers and competitors.
Many companies also have a relatively poor understanding of the relationship between price, sales volumes and cost. Surveys show that as many as 80 percent do not know how they generate their profitability (EPP price maturity report 2019).
With increased complexity and more sales channels, both physical and digital, comes an increased need to have the right price in the right business situation.
What you will learn
What you learn.
Increased understanding of why price is the most important parameter for achieving profitability, growth and cost control
A strategic and holistic view of pricing, how to create value through different pricing strategies and how to improve the quality of your company's pricing process
An understanding of behavioural economics and how customers make their price decisions, and practical tips on how to increase both willingness to pay and willingness to buy
Knowledge of the benefits of value-based pricing and why it is the best pricing method
Practical and useful insights and effective tools to take the company's pricing to a new level
Curriculum
How the course is built.
The basics of pricing and the link between price, volume and profitability, and how improved pricing can increase both sales volume and profitability
Why value-based pricing is the best pricing method and can handle all types of products and services, whether the company's pricing strategy is low price or premium
Behavioural economics aspects of pricing: how we humans make purchasing decisions, and different tactical methods for using this when setting prices
How the best companies work with their pricing and how to become just as good: Getting pricing done right
The importance of segmentation and differentiation to be able to offer the right product at the right price at the right time
Differences and similarities in pricing within B2B and B2C, and between physical products, service offerings and digital solutions
How to set prices based on customer value and how to calculate customer value
Exercises where you apply theories and techniques to your company and business model
Target audience
Who is this for?
Everyone who is responsible for and influences the company's business and who needs insights and knowledge to understand how the right pricing can affect sales and profitability. The course suits both B2B and B2C companies.
What "verified" means here
Verified credential.
When you complete the course, Bonnier Akademi issues your certificate. Your name, the course content and the issue date are encrypted and secured on blockchain, so it cannot be changed, and anyone can check that it is genuine.
100% Verifiable certificates Secured on blockchain
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