Pricing: Strategy and Tactics

The Chartered Institute of Marketing

How long?

  • 1 day
  • in person

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.

Pricing: Strategy and Tactics at The Chartered Institute of Marketing

From  595 GBP$763

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Disclaimer

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Full disclaimer.

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