Articulating pricing and customer value management strategies can lead to highly sustainable competitive advantages for companies that can master the architecture, techniques and KPIs in the field. The essence of the course focuses on how businesses attempt to capture and exploit customer value, as well as profits, in the value proposition they generate. Additional emphasis will be placed on establishing new business models, leveraging behavioral pricing & cognitive biases, defining dynamic pricing and yield management techniques, taking advantage of loyalty programs and retention tactics in environments pressured by low-cost companies and online pure players.