Pricing Essentials for Managers 
Last date for registration: 30 Aug, 2015
End Date : 11 Sep, 2015
Early Bird Discount Date : 19 Aug, 2015
Residential Early Bird Fee(excluding GST) : Rs. 61,750
Non-Residential Fee(excluding GST) : Rs. 57,500
Non-residential Early Bird Fee(excluding GST) : Rs. 54,625
With measurable effects on every firm's bottom-line, Pricing is indisputably the most conspicuous element amongst the 4 P’s. An understanding of Pricing is essential for a manager involved in any strategic decision making of a company.
This program is designed to bring attention to techniques relevant for pricing products and services across a variety of contexts such as B2C, B2B, two sided markets etc. The content delivered in this course will be relevant for a variety of domains such as hi-tech industries, retail, e-businesses, hospitality industry etc.
This course is designed to provide a foundation for managers that will enable them to
Gain an appreciation of the role of pricing in company strategy
Develop pricing frameworks relevant for their company context
Incorporate ‘cost, competition, and customer’ influence in pricing decisions
The program uses diverse methodologies such as lectures, case studies, simulations, exercises and projects to drive learning. There will be group as well as individual exercise components to analyze current pricing challenges within organizations. Participants will each bring one pricing challenge to class that will be used for the ‘Peer Consulting’ session. The topics that will be covered in this class are:
- Economic Value based Pricing
- Cost structure and Price changes
- Market Research for Pricing
- Techniques for creating price segments
- Promotional pricing
- Two-sided market pricing models
- Understanding sources of consumer value and ‘Value Based Pricing’
- Accounting for costs in making price changes
- Incorporating consumer sensitivity in pricing decisions
- Dealing with competition in devising pricing strategies
- Optimizing product line prices
- Creating new pricing models for the information age
The course is suitable for managers who are either responsible for pricing in their company, or are indirectly involved in and impacted by their organization’s pricing decisions. Specifically, professionals and consultants working in product management, marketing, finance, and pricing functions will benefit from this course.
Sreelata Jonnalagedda is a faculty in the Marketing department at Indian Institute of Management Bangalore.
Professor Jonnalagedda develops and teaches a course on Pricing Strategy, covering the economics, operational and tactical aspects of pricing for second-year MBA students. She also co-teaches Marketing Models for doctoral students. She has co-developed ‘BrandQuest’, a pricing and positioning simulation for MBA students.
In her research, Professor Jonnalagedda aims to construct a theoretical and empirical basis to understand the incentive structures that drive pricing (on the sellers’ end) and purchase behavior (consumers’ end). Structuring the price of innovative durable products, and understanding how bundles, retail prices and assortment choices influence consumer perceptions are among her research interests. Her wider areas of research include pricing, channel structures, information diffusion (word-of-mouth), and the application of game-theoretical modeling techniques to marketing problems. Her work has been published in leading journals such as Management Science, Manufacturing & Service Operations Management, and the IIM B Management Review. Professor Jonnalagedda has worked on case studies/consulting engagements on pricing and marketing innovations, including pricing information security products such as Red Force Labs, McAfee, and Purna Organics.
Professor Jonnalagedda holds a PhD from The University of Texas, Austin, a Masters in Transportation from the New Jersey Institute of Technology, and Bachelors in Civil Engineering from the Indian Institute of Technology, Madras. Prior to completing her Ph.D., she worked as a consultant with Supply Chain Consultants, Inc.
Testimonials (if any)
“Pricing is an important topic, this course content is relevant for managers in all industries”
“In-class exercises were very good, course is well designed”
Programme Charges*
Residential: Rs. 65,000/-(subject to availability of rooms on campus)
Non-residential: Rs. 57,500/-
Early bird cut-off date: 19-Aug-2015
Residential: Rs. 61,750/-
Non-residential: Rs. 54,625/-
Please Note * Please add service tax at prevailing rates to the programme fee. Group discount (10%) may be availed for a group of 5 or more participants from an organization for a programme, on upfront payment before the start of the programme.
All enrolments are subject to review and approval by the programme director. Joining Instructions will be sent to the selected candidates 10 days prior the start of the programme. Kindly do not make your travel plans unless you receive the letter from IIMB.
A certificate of participation will be awarded to the participants by IIMB.
Registration
Please logon to IIMB website www.iimb.ac.in/eep for registering online. Do feel free to get back to us if you should have any clarification.
Executive Education Programmes
Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore 560 076
Phone: +91 - 80 - 2699 3264 / 3475
Fax: +91 - 80 - 2658 4004 / 4050
E-mail: openpro@iimb.ernet.in