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Strategic Pricing (3 pv)

Pricing Decisions Can Truly Make or Break A Company’s Bottom Line
Strategic Pricing is an executive program that considers pricing from a strategic management perspective. The program introduces alternative strategies that provide insights for improving pricing decisions that directly impact a company’s financial performance.

Participants leave the program with a comprehensive understanding of the key parameters and crucial factors for setting value-based pricing, and with a set of implementable tools and frameworks that can be used to improve the company’s pricing strategy.

Up to 4,5 European credits (EC) can be transferred from the Strategic Pricing program to the Aalto Executive MBA or Aalto MBA Program.

Program Benefits
The Strategic Pricing program helps participants to gain a strategic and holistic view of pricing and how to create value through various pricing strategies and improve the quality of your company’s pricing processes. Participants will learn the drivers and impact of pricing power and psychological pricing, and identify the best arguments to defend the value of a product or service with confidence.

– Improve competitive position
– Identify opportunities to maximize the value
– Gain new ideas to introduce new products and services
– Improve revenue initiative through accelerated learning experiences
– Design smart sales promotion campaigns that boost sales
– Integrate monetization policies within the marketing mix


For
The program is designed for executives and managers in B2B and service and consumer markets who are responsible for the design, evaluation, implementation or communication of pricing decisions. Previous participants are from diverse sectors, such as ICT, SaaS, Retail, Consulting, Mining, Construction, Energy, Industrial Machinery, Banking, Media and Process Manufacturing.

The program is especially beneficial for companies who:
– are looking for points of difference through new pricing models,
– are exploring new methods for the introduction of new products or services, and
– aim to succeed in measuring and communicating the right value to customers.


Faculty:

Pekka Mattila

Dr. Pekka Mattila serves as a Professor of Practice at the Aalto University School of Business. He works frequently with European, Asian, African and North-American executive audiences on themes of strategic management and agility, strategy co-creation, business model innovation, executive leadership, top team dynamics, change management, organizational culture and strategic marketing.

Since spring 2011 he has served as the Group Managing Director and Associate Dean of Aalto University Executive Education.

In addition to his academic activities Dr. Mattila has conducted an active business career. Currently he serves as the Chairman of the Board or as a Member of the Board at a number of innovative companies. Previously he served in executive, management and senior staff positions in the Nordic financial services industry. Currently he serves as a Member of the Board of The Finnish National Gallery. From 2009 till 2017 he served as the Chairman of the Board of the Helsinki Festival. He is a Founding Member of Nordic Institute of Business and Society.

Dr. Mattila holds a doctorate and masters in sociology at the University of Helsinki and an Executive MBA at London Business School. Over the years, he has frequently visited a number of prestigious European and Asian universities teaching management, organizational behaviour, marketing and sociology. Dr. Mattila has authored a number of managerial books on leadership, change management and strategic marketing and sales.

Dr. Mattila’s consulting and coaching career started in 2003, and his corporate clients comprise over 270 Nordic and international companies, entrepreneurial ventures as well as prominent public sector institutions and NGOs.

Skander Esseghaier

Skander Esseghaier is Associate Professor at Department of Marketing at ESADE Business School with a dual expertise in Pricing and Marketing Analytics.

His research and teaching focuses on (i) pricing: optimizing pricing tariffs for access services, analyzing the pricing impact of information flows in distribution channels; and (ii) recommendations systems: product recommendation, customer selection, product targeting and personalisation.

Skander started his academic career in 2000 as an assistant professor of marketing at the Stern School of Business, New York University, after gaining a PhD. in marketing from Columbia University in New York. He joined the Wharton School at the University of Pennsylvania in 2003, moved to Koc University in Istanbul in 2006 as an associate professor of marketing, and then joined ESADE Business School in Barcelona as a tenured associate professor of marketing. Skander was also a visiting professor at INSEAD in France and Singapore, and at the Indian School of Business in Hyderabad, India.

Skander’s research has been published in top-tier academic journals – including: The Journal of Marketing Research; Marketing Science; Management Science; the Journal of Applied Probability; and the SIAM Journal on Control and Optimization. His paper on Internet Recommendation Systems was a finalist for the 2005 William F. O’Dell Award (which honors the Journal of Marketing Research article published in 2000 that has made the most significant long-term contribution to marketing theory, methodology, and/or practice).



Contents and Schedule

The program combines the latest theoretical research in the area of pricing with real cases, where practical knowledge can be drawn from the successes and failures experienced by other companies.

During the three days, participants will acquire knowledge from a variety of examples from both business and consumer markets in a comprehensive manner using both practical workshops and traditional teaching methods.

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08.06.2020
Drivers and Impact of Pricing Power

– Pricing as a durable competitive advantage
– Lessons learned from top performers
– Starting the pricing power journey
– Getting pricing visibility for higher efficiency

Instructor:
Skander Esseghaier
, Associate Professor of Marketing, ESADE Business and Law School

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09.06.2020
A Roadmap for Superior Value Extraction

– Value creation and extraction: a deep dive into value-based pricing
– Pricing optimization in an algorithmic world
– 360º impact measurement

Instructors:
Skander Esseghaier
, Associate Professor and Head of Marketing Department, ESADE Business and Law School
Pekka Mattila, Professor of Practice, Aalto University School of Business

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10.06.2020
Guidelines for a superior pricing strategy

– Moving forward – how to change the revenue and pricing strategy in practice
– Value pricing – real case of pricing to value
– Marketing and selling value – changing the marketing paradigm and looking at real cases of value communication

Instructor:
Pekka Mattila
, Professor of Practice, Aalto University School of Business

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Address:
Aalto EE premises in Helsinki

You can participate in this program also remotely.

Date:
June 08–10, 2020

Program Fee:
4 350 eur
(+ VAT)
The program fee includes learning materials, lunches, and coffee breaks during the program days.

Please note that the program fee does not include travel expenses or accommodation. VAT is applicable to private persons and Finnish companies.

The cancellation fee is 20 % of the program fee for cancellations made 15-21 days before the start of the program, and 50 % of the program fee for cancellations made 8-14 days before the start of the program. There is no refund for cancellations made within 7 days of the start of the program or not made at all.

Register for the program by May 17, 2020

 

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