Pricing Strategies: Measuring, Capturing, and Retaining Value

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Dates Location Tuition
Dec 7, 2009 - Dec 10, 2009 San Francisco $6,250

Are you pricing too high or too low? Do you have the right pricing process to help you capture the value you have created in the marketplace? Studies have shown that pricing is the most critical profit driver in today’s competitive business environment. Yet few firms think systematically about their pricing strategies or acquire the confidence to leverage their pricing strategies to capture maximum value. An ad-hoc pricing strategy or a trial-and-error approach to pricing can significantly reduce a firm’s bottom line.

Pricing Strategies will give you a powerful set of tools and frameworks for developing your pricing strategies. Faculty will draw upon theoretical and empirical research to help you understand your pricing problems. They will show you how these approaches can be applied to specific challenges in diverse industries, including complex decisions such as pricing new products, products with short lifecycles, dynamic pricing, and bundling products and services.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change. Program Consultants are available to provide more information on course specifics and discuss how this program might meet your needs. Please contact them by telephone at +1.215.898.1776 or by e-mail.


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During this program, faculty from the Wharton Marketing Department will present a step-by-step process for pricing. They will also share their research on pricing and use case studies to illustrate the right questions to ask when making pricing decisions.

Session Topics for the Pricing Strategies Program

  • Pricing for New Products
  • Two-Part Pricing
  • Bundling of Services
  • Using Conjoint Analysis to Measure Price Sensitivity
  • Financial Impact of Pricing Decisions
  • Assessing Lifetime Value of Customers
  • Negotiation Strategies in Pricing Decisions
  • Pricing for Short- and Long-Lifecycle Products
  • Price Discrimination and Performance-Based Pricing
  • Product Line Pricing
  • Psychological and Ethical Pricing Considerations
  • Legal Issues in Pricing

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Program Logistics

Program begins on Sunday afternoon and will conclude with lunch on Friday.

This program is essential for anyone responsible for designing, evaluating, and implementing pricing strategies or for executives charged with ensuring the overall profitability of the firm. In particular, mid- to senior-level executives in product development, marketing, or accounting and finance will benefit from this program.

We encourage companies to send cross-functional teams of executives to leverage the application and value of the program. Additional group benefits are available when four or more participants attend a program.

Understand the fundamentals of pricing, and acquire a set of quantitative techniques for making profitable pricing decisions with session topics such as Value Pricing, Using Conjoint Analysis To Measure Price Sensitivity, and Managing Price Competition. You will:

  • Understand customer willingness to pay and its relationship to pricing strategies.
  • Learn the latest pricing practices across diverse industries.
  • Find pricing opportunities to distinguish your product or service.

Z. John Zhang, PhD Z. JOHN ZHANG, PhD
Academic Director
Murrel J. Ades Professor
Professor of Marketing
The Wharton School

Professor Zhang’s research focuses on competitive pricing strategies and the design of pricing structures. He has published numerous articles in top marketing and management journals on such pricing issues as measuring consumer reservation prices, price-matching guarantees, targeted pricing, access service pricing, the choice of price promotion vehicles, and channel pricing. He won the 2001 John D.C. Little Best Paper Award for his contribution to the understanding of targeted pricing with imperfect target ability.
Peter Fader, PhD PETER FADER, PhD
Frances and Pei-Yuan Chia Professor
Professor of Marketing
The Wharton School

Professor Fader’s expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with a wide range of data sources from industries such as consumer packaged goods, e-commerce, and music (online and offline). His research focuses on using data generated by such new technologies as retail scanners to understand customer preferences and to help companies fine tune their marketing strategies. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences.
undefined STEPHEN J. HOCH, PhD
Patty and Jay H. Baker Professor
Professor of Marketing
The Wharton School

Professor Hoch has researched and written extensively on retail strategy, consumer behavior, and the psychology of forecasting. His research areas include retail merchandising, assortment, pricing, and promotion strategy; decision support systems and the psychology of forecasting; and consumer behavior. Prior to teaching, he served as national sales and marketing manager for Disney Music. Professor Hoch is the faculty director of the Jay H. Baker Retailing Initiative, the result of a $10 million pledge to the Wharton School by Jay and Patty Baker. The Initiative will link retail theory with practice by forming a partnership among world-class researchers, educators, and the global leaders of today's retail industry. Professor Hoch also teaches in Competitive Marketing Strategy and Pricing Strategies programs.
Jagmohan Raju, PhD JAGMOHAN S. RAJU, PhD
Joseph J. Aresty Professor
Professor of Marketing
Chairperson, Wharton Marketing Department
The Wharton School

Professor Raju is a leading authority on competitive strategy and pricing. His research interests include pricing, strategic alliances, new-product introduction strategy, retailing, private labels, and corporate advertising. He teaches marketing management to the MBAs, pricing strategy to the Executive MBA students, and mathematical models in marketing to the PhD students. He is the academic director of Wharton's Essentials of Marketing, Competitive Marketing Strategy, and Pricing Strategies Executive Education programs and is the marketing editor of Management Science. He holds a PhD in business, an MS in operations research, and an MA in economics from Stanford University. He also has an MBA from the Indian Institute of Management, Ahmedabad, and a BTech in electrical engineering from the Indian Institute of Technology, Delhi.

"The Executive Wharton experience has provided me with a rigorous curriculum, top faculty, and high standards. Today’s executive leadership must continue to develop itself to ensure it stays in best of class. Using systems and statistical approaches to business solutions has proven effective over the traditional construction Ouija Board method. The Pricing Strategies program faculty has exceeded my expectations with their knowledge across all silos of business — mile deep. I attended this program with my controller and found it invaluable, as we now speak a common language."
—Tony Saldutti, Executive Vice President, Engineering Firm

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