This advanced training course is a focused professional program tailored for pricing analysts, marketers, and product owners seeking to move beyond cost-plus pricing toward more strategic, value-driven pricing models. Participants will explore the psychology of pricing, data-driven value estimation, segmentation-based pricing, and dynamic pricing approaches. The course emphasizes monetization strategies that reflect customer value, market readiness, and long-term brand equity.
Pricing Labs: Build and test pricing models using real-world case inputs
Data Application: Use segmentation and value perception data
Strategic Frameworks: Price corridors, willingness-to-pay, tiered pricing
Role Play & Simulation: Present and defend pricing models to stakeholders
Differentiate among major pricing models and their applications.
Build customer-value-based pricing structures across segments.
Estimate willingness-to-pay using qualitative and quantitative methods.
Apply psychological pricing and pricing heuristics effectively.
Develop tiered, freemium, and dynamic pricing strategies.
Link pricing to business goals, brand strategy, and customer lifetime value.
Communicate and defend pricing strategies to senior stakeholders.
Session 1 – Overview of Pricing Approaches
Cost-plus, competitor-based, dynamic, and value-based
When and how to use each model
Session 2 – Measuring Customer Value and WTP
Survey design, conjoint analysis, and price sensitivity meters
Linking perceived value to pricing levels
Session 3 – Strategic Price Design
Tiered pricing, versioning, bundling
Monetizing based on outcomes vs features
Session 4 – Psychological Pricing and Behavior
Anchoring, decoy pricing, charm pricing
Reducing price resistance and discount dependency
Session 5 – Building and Testing Pricing Models
Excel-based simulation models
Applying elasticity to optimize pricing
Session 6 – Final Strategy Lab: Build Your Pricing Model
Team task: choose a product and develop a value-based model
Pitch and defend your pricing strategy to stakeholders
We are open to customizing this program to align with your specific learning objectives. If your team has particular goals or areas they wish to focus on, we would be happy to tailor the course outline to meet those needs and ensure the program supports the achievement of your desired outcomes.