PRICING FOR IMPROVED PROFITS: STRATEGIES & TACTICS 18, 19 and 20 of May COORDINATOR AND LECTURER GAVIN ECCLES Master of Philosophy in Strategic Marke-
WHY? 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. 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. 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.
ting from the University of Surrey, UK, and Honours Degree in Business and Management. Presently a management con-
FOR WHOM?
sultant with over 20 years experience in strategic marketing, pricing and revenue management; former Marketing Development Director of British Airways. Brand Manager within numerous hotel and tou-
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.
rism businesses; Marketing Development within 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 April 18th *Lunches, coffee breaks and documentation included. Porto Business School partners and Porto Business School's alumni benefit from a special tuition fee.
Applications Susana Silva 226 153 278 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 www.pbs.up.pt/ formacao/ informacoesgerais.html
Pricing & Value Strategies
Pricing Tools & Techniques
WHAT? – 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.
METHODOLOGIES
Case Studies
Action Learning