Pricing: Strategy and Tactics

The Chartered Institute of Marketing

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The Chartered Institute of Marketing

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Who should attend

Marketing executives, managers, and directors who understand that pricing has a profound effect on the way customers perceive their organisation and its products. Delegates leave with a number of practical tips to determine, and communicate, prices to customers.

About the course

This course explores one of the most important elements of the marketing mix: pricing. We start by moving from cost-plus to value-based models, looking at pricing fundamentals and the impact pricing has on business performance such as profitability and growth – and how it matters as much to branding as the buying decision. We will discuss the importance of pricing for customers, both B2C and B2B, through a number of case studies with a view to developing a framework that we can apply ourselves day to day.

Learning outcomes

  • What models help us think about pricing?
  • Which approach worked (and which didn’t) for well-known brands
  • How should our prices respond to a downturn?
  • What is price discrimination? When is it right to adopt it?
  • Why might prices we charge vary between territories?
  • Does digital make it harder or easier to charge different prices?
  • What is the difference between cost plus and value-based pricing?
  • Which aspects of marketing are affected by the prices we charge?
  • How the way we communicate price affects what customers think?
  • How do pricing and discounts affect customer loyalty?
  • When, if ever, should we adopt a freemium model?
  • Should you take the high road or the low road?

The CIM experience

  • Expert trainers - Passionate specialists who keep up to date with the latest trends in their field.
  • Quality delivery - Trainers are assessed annually on the quality of their delivery and delegate engagement.
  • Practical training methods - Theory and practical based training to take back to the office.
  • Small class sizes - No more than 15 people to ensure you get the most from our trainers.
  • Wide breadth of topics - Marketers should understand marketing as a whole, not just digital.
  • 3 learning levels - Principles, Intermediate and Advanced.

Experts

Justin Jackson

I’m a branding, marketing, sales, communications, and digital expert. I’ve worked with dozens of household names to deliver superb experiences to millions of people around the world. Now I train and advise hundreds of entrepreneurs and managers each year. It’s been a privilege to work with 19 E...

Pricing: Strategy and Tactics at The Chartered Institute of Marketing

From  GBP 475$672

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Disclaimer

Coursalytics is an independent platform to find, compare, and book executive courses. Coursalytics is not endorsed by, sponsored by, or otherwise affiliated with any business school or university.

Full disclaimer.

Read more about Information Technology

A large part of the courses provides basic information so the students are not required to have any IT qualifications before enrolling. Most of the IT learning programs are also broken down into specific areas of interest, such as systems analysis, a...

Read more about Marketing

During Marketing courses, you will learn how to develop a business idea and create the right website to promote your product. You will gain the skills to analyze your business performance and make key decisions that improve the efficiency of your bus...

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