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Pricing for Profitable Decision-Making

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

About This Program

To learn more about this program, download the brochure or reach out to Carol Roecklein at or at (612) 625-5412.

Discover techniques to fight a price war and build strategic pricing capabilities. This course is highly interactive and includes many 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.


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

Key Benefits

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
Program Details
Cost: $4500.00

A 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)

Additional Details


Day 1

Day 2

Day 3


Welcome and Introductions

Value Creation and Its Role in Pricing and Strategy

Using and Managing Value in the Organization

Behavioral Pricing I

Behavioral Pricing II

Channels Pricing I

Legal Aspects of Pricing


Pricing Metrics and Your Company's Pricing Framework

Analysis of Costs, Price Elasticity and Profitability in Pricing

Competition I: How to Fight a Price War

Competition II: Game Theory

Organizing Pricing Operations for Success

Pricing as a Strategic Capability

Summary and Evaluations

Schedule subject to change.

Contact Carol Roecklein

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