In today's competitive environment, pricing has emerged as a critical business competency. Executives in consumer, industrial, and service sectors must be prepared to face complex challenges and to leverage pricing in order to capture the greatest market advantage. The Strategic Pricing program provides a template for pricing decisions and practical guidance for formulating pricing strategy.

Led by Mark Bergen, Carlson School Professor of Marketing, noted author and pricing strategist for numerous Fortune 500 companies, the program will emphasize the importance of developing pricing as a strategic capability. The program design integrates all three perspectives in pricing strategies and decisions using economic and psychological principles. Pricing issues relevant for business-to-business as well as business-to-consumer marketing will be covered.

Objectives

• Identify causes and characteristics to allow managers to effectively fight a price war
• Build strategic pricing capabilities within your company
• Develop a template that provides a structure for identifying the most profitable pricing opportunities
• Examine current pricing issues and practices under the direction of pricing experts in a practicum environment

Topics

• Build pricing as a strategic capability
• How to fight a price war
• Psychological issues in pricing
• Value-based pricing
• Price sensitivity
• Pricing tactics to segment markets
• The pricing factory
• Pricing to and through a supply chain
• Legal aspects of pricing

Ideal candidates are managers and executives with responsibility for setting, recommending, or approving pricing decisions and pricing policy. Appropriate titles include: vice president, director, or manager of marketing, pricing, sales, finance, marketing research, brand development, or business development. To gain the most benefit for your organization, several managers are encouraged to attend together.

	Mark E. Bergen, the Carolyn I. Anderson Professor of Business Education Excellence and Professor of Marketing, Carlson School of Management, University of Minnesota
	Georg Muller, Carlson Executive Education Instructor
	Joe Nunes, Carlson Executive Education Instructor
	William L. Sippel, Carlson Executive Education Instructor
	Kathleen Vohs, Land O' Lakes Professor for Excellence in Marketing, Carlson School of Management, University of Minnesota

Location
Executive Education
Carlson School of Management
University of Minnesota
321 19th Ave. S.
Minneapolis, MN 55455-0438

Teaching Approach
This three-day program provides an intense and exciting learning environment. It is highly interactive and features case studies, lectures, individual readings, and group discussions.

Quantity Discount
A discount of 15% will apply to registrations of 3 or more people from the same company registering as a group for the same specific program. Please note that this offer is contingent upon all registrants enrolling in the same program having the same start date. Program cancellations and program transfers affecting the minimum number of people enrolled in the program for which the discount applied will void the discount.

Program Details
(schedule, curriculum, faculty bios, past participant titles, testimonials)