UC Berkeley's: Pricing
for Profitability in the Information Age
Pricing Program Course Outline
| Topic | Time | Faculty | |
| Classic Pricing Frameworks: Setting Price to Optimize Profits | |||
| Day 1 | Course Introduction and Economic Value to Customers | 9:00am-10:30am | Teck Ho, PhD, MA, MSc |
| How Costs Affect Prices | 11:00am-12:30pm | Teck Ho, PhD, MA, MSc | |
| Lunch | 12:30pm-1:30pm | ||
| Price War Simulation | 1:30pm-3:00pm | Teck Ho, PhD, MA, MSc | |
| How to Beat the Competition | 3:30pm-5:00pm | Teck Ho, PhD, MA, MSc | |
| Move Classic Pricing Frameworks | |||
| Day 2 | Understanding Customer Price Sensitivity | 9:00am-10:30am | Randy Bucklin, MA, PhD |
| Understanding Customer Price Sensitivity | 11:00am-12:30pm | Randy Bucklin, MA, PhD | |
| Lunch | 12:30pm-1:30pm | ||
| Price Contract Negotiation Exercise | 1:30pm-3:00pm | Teck Ho, PhD, MA, MSc | |
| Pricing Clinic 1 | 3:30pm-5:00pm | Teck Ho, PhD, MA, MSc | |
| Innovative Pricing Strategies: Perfecting the Price | |||
| Day 3 | One Size Does Not Fit All: Product Line Pricing | 9:00am-10:30am | Steven Tadelis, PhD, MA, MSc |
| Time-based Customization and Versioning Strategy | 11:00am-12:30pm | Steven Tadelis, PhD, MA, MSc | |
| Lunch | 12:30pm-1:30pm | ||
| Bundling and Licensing Strategies | 1:30pm-3:00pm | Steven Tadelis, PhD, MA, MSc | |
| Pricing Clinic 2 | 3:30pm-5:00pm | Teck Ho, PhD, MA, MSc | |
| More Innovative Pricing Strategies | |||
| Day 4 | Measuring Willingness to Pay Using Auctions | 9:00am-10:30am | Teck Ho, PhD, MA, MSc |
| Creative Pricing in Business to Business Transactions | 11:00am-12:30pm | Terry Taylor, PhD | |
| Lunch | 12:30pm-1:30pm | ||
| Revenue Management Pricing Simulation | 1:30pm-3:00pm | Terry Taylor, PhD | |
| Revenue Model Design and Wrap-up | 3:30pm-5:00pm | Teck Ho, PhD, MA, MSc | |