A business can have the most innovative and high-quality product, supported by brilliant advertising and a smart sales campaign, but profitability can nonetheless falter if the delicate balancing act of pricing it correctly is not pulled off effectively. The art of price setting demands intimate knowledge of the market segment, and price discovery is often claimed to be the most critical part of all marketing mix decisions. Pricing that delivers sustained profitability calls for an expert understanding of both customers' perceived monetary value and the psychological value driving their purchasing decisions.
The PSVE programme has been designed to help senior business leadership master pricing by introducing them to fundamental concepts and strategies that drive better pricing decisions. Participants will learn that it is equally important to spend time and resources in getting product pricing just right, as it is to push for profitability by increasing sales and reducing costs. Building on these frameworks and analytical foundations, business leaders will learn pricing strategies that deliver additional value in a sustained manner.
C-suite executives, General Managers and middle management of large businesses, and Small and Medium Enterprises (SMEs) will all benefit from attending this programme.
Commonly used pricing methods
Value pricing framework
Methods to estimate demand and
willingness to pay
Price customisation and other strategies
to improve profitability
Non-linear pricing strategies for selling
services and goods
Associate Professor, Marketing, ISB, Manish holds a PhD in Marketing from the University of Texas at Dallas, an MS from the University of Kentucky, and a BE from IIT, Roorkee.
ISB, Hyderabad Campus
INR TBD + GST
Please download the brochure to know more about the pedagogy, modules and the key concepts covered.