Pricing for Profitable Decision-Making

Delve into the psychology of pricing strategies, while considering the perspective of your customer, competition, and company. 


Carlson professor and noted author Mark Bergen designed our Pricing for Profitable Decision-Making course to help you discover techniques to fight a price war and build strategic pricing capabilities. This three-day course uncovers the same pricing strategy insights that he’s shared with numerous Fortune 500 companies.

Don’t underestimate the impact of this short course. It’s highly-interactive and chock full of case studies, individual readings, and group discussions. You’ll explore conceptual frameworks and practical applications to analyze pricing from an economic and psychological perspective. Using a template for pricing decisions and practical guidance to formulate strategy, you’ll leave this class prepared to identify the most profitable pricing opportunities and determine pricing sensitivities.

Learning Outcomes

After this high-impact class, you’ll be able to:

  • build strategic pricing capabilities within your company
  • develop methods to identify the most profitable pricing opportunities
  • examine current pricing practices with the direction of pricing experts
  • effectively fight price wars


Managers and executives responsible for setting, recommending, or approving pricing decisions and pricing policy will benefit immensely from this course. This course is tailored to:

  • vice presidents
  • directors
  • marketing, pricing, sales, or finance managers
  • market researchers
  • brand and business developers


“Very good experience.  I felt the course was a high-quality experience.  Learning with professional peers from different industries gave lots of additional insight.  I love the idea that I come back to the “Carlson community” to further sharpen and hone my skills in pricing!”

Marketing Manager
MLT Vacations (Delta Air Lines)

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