COORDINATOR AND LECTURER
WHY?
WHAT?
Pricing is a key business tool that is often set aside from strategy and performance management. Adding just 1% to top-line revenue can contribute 7-10% to operating profits.
– How to identify and use price elasticity in making sound pricing decisions; – How to price proactively to achieve business goals; – The importance of price in differentiation vs. commoditization; – “Price Leakage” and how “Pocket Pricing” can reveal true contributions; – Marginal pricing and what this means for profitability; – How to integrate pricing decisions into product development; – Price promotions and how to manage them profitably; – Managing price transparency, control and signals; – Implementing commercial tools for Price and Revenue Optimisation (PRO); – How to manage dynamic pricing (for online businesses); – Transfer pricing within different organisation structures; – Integrating pricing with strategy; – Pricing and how it drives sales behaviours; – Case studies and insights from practical experience.
This programme will provide a strong basis for improving the way your organisation thinks about pricing in its approach to marketing, sales and innovation – working together to achieve enhanced performance. You will be given practical tools and frameworks for setting the right competitive price for products and services to optimise profits; reinforced through case studies whereby participants solve numerical pricing challenges.
GAVIN ECCLES Master
of
Philosophy
in
Strategic
Marketing from the University of Surrey, UK, and Honours Degree in Bu-
You will learn to recognise pricing issues and develop successful pricing strategies for existing markets; working through practical examples in a wide range of industries on how pricing is integral to the performance and behaviours of the wider organisation.
siness and Management. Presently a management consultant with over 20 years experience in strategic marke-
METHODOLOGIES
FOR WHOM?
ting, pricing and revenue management; former Marketing Development Director of British Airways. Brand Manager within numerous hotel and tourism businesses; Marketing Development wi-
This programme is intended for personnel from marketing, finance, sales, or executives of smaller companies. It is beneficial to those individuals who are involved in product development, at the forefront of price competition, or being attacked by low-cost operators.
Case Studies
Action Learning
thin Marks and Spencer.
HOW? The programme was built around three core elements:
Understanding Price
Length 3 days 9h00 – 1800 Total Hours: 24 Tuition Fee 1500 euros Early bird fee for applications confirmed until 1 month before the beginning of the programme *Lunches, coffee breaks and documentation included. Porto Business School partners and Porto Business School's alumni benefit from a special tuition fee.
Pricing & Value Strategies
Pricing Tools & Techniques
Applications 226 153 270 pip@pbs.up.pt for information, reservation and registration
VENUE Porto Business School Check the programme dates at the appendix Calendar. Cancelling, payment, reservations and discount policies at page 107 or at www.pbs.up.pt/ formacao/ informacoesgerais.html
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PRICING FOR IMPROVED PROFITS: STRATEGIES & TACTICS Marketing e Vendas
Porto Business School Marketing e Vendas
PRICING FOR IMPROVED PROFITS: STRATEGIES & TACTICS