Strategic Pricing for Long-term Shared Value

Curso

Strategic Pricing for Long-term Shared Value

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Requisitos: Marketing Management or Strategic Marketing or Marketing Fundamentals

Idioma: Inglés

Horario*: Lunes, martes, miercoles jueves y viernes de 18:00 a 21:00.

*Los horarios y modalidad (virtual o semipresencial) de los cursos están sujetos a modificaciones de acuerdo a las disposiciones del Gobierno Nacional y Distrital para el manejo del COVID 19. Las fechas y horarios de las sesiones podrán ser consultados en mibanner.uniandes.edu.co

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Este curso hace parte del portafolio de materias de pregrado y posgrado de la Universidad  abiertas a todo público.

Al participar en este curso podrás vivir la experiencia Uniandina, acceder a contenidos de calidad, tomar  clases con estudiantes regulares, acceder al sistema de bibliotecas de Uniandes y participar en las actividades culturales que esta Universidad te ofrece.

Contenido

The course Strategic Dynamic Pricing for Long-term Shared Value focuses on how a firm should set and update pricing decisions in order to better fit customers’ willingness-to-pay and thus maximize the value created both for the customers and the company itself. The objective of the course is to prepare students for addressing strategic and tactical pricing issues across a range of diverse business contexts – goods, services, subscriptions, digital platforms, international activities –.


Dynamic pricing is based on a price discrimination consisting in offering either the same product at different prices (seats on an airline for instance) or similar products at different prices (small, medium, tall cup of coffee at Starbucks for instance!). The course establishes robust foundations for effective pricing decisions by teaching key analytical and behavioural concepts associated with costs, customer behaviour and competition. It introduces students to advanced pricing techniques, including dynamic pricing, low-cost pricing, customized prices, platforms pricing; and highlights the practical applications of these approaches within a wide array of business contexts.

Profesores

Claude Chailan

Claude Chailan is Professor and Programme Director at EM Strasbourg Business School. He holds a Ph.D. in Management from the University of Nice, France. Dr. Chailan teaches in the areas of Business Models, International Business, Pricing, Corporate Strategy, Luxury Strategy, and Strategic Decision-Making. He has a great amount of international experience. Prior to joining the academia, Dr. Chailan held high-level positions in international management, including senior positions at Danone, Sara Lee and L’Oréal. Dr Chailan’s research focuses on the links between corporate strategy and international business. His research has been disseminated in international conferences, and published in leading journals, including: the Journal of Marketing Management, the Journal of Product and Brand Management, Euromed Journal of Business, the International Journal of Trade and Global Markets, the Journal of Competitiveness and Strategy, Critical Perspectives on International Business, the Journal of Business Research and the International Business Review to name a few.

Condiciones

Eventualmente la Universidad puede verse obligada, por causas de fuerza mayor a cambiar sus profesores o cancelar el programa. En este caso el participante podrá optar por la devolución de su dinero o reinvertirlo en otro curso de Educación Continua que se ofrezca en ese momento, asumiendo la diferencia si la hubiere.

La apertura y desarrollo del programa estará sujeto al número de inscritos. El Departamento/Facultad (Unidad académica que ofrece el curso) de la Universidad de los Andes se reserva el derecho de admisión dependiendo del perfil académico de los aspirantes.

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