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Pricing for Profitability in the Information Age

Pricing for Profitability in the Information Age

Don’t Lose Millions Due to Sub-Optimal Pricing Strategy
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Optimize your pricing decisions and potentially save your company millions.
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Engage in multiple simulations and exercises, case studies, peer coaching, and peer discussions.
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Connect with expert faculty and get answers to the most challenging pricing questions that affect your business today.

About the Program

Companies leave millions on the table every year through sub-optimal pricing practices. The current abundance of customer data, in the context of increased global competition and instant information sharing, requires companies to not only set the right prices but to continually monitor and refine pricing.

Taught by UC Berkeley faculty and local industry experts, this hands-on program will help participants assess challenges within their own organizations and experiment with better approaches.

Master Essential Techniques for Profitable Pricing
Possess a solid understanding of current pricing practices and explore innovative approaches that take full advantage of rapid changes brought about by the information age.
Learn How to Make Better Pricing Decisions
Practice assessing, formulating, and monitoring pricing strategies and understand when and how to apply state-of-the-art frameworks to optimize pricing decisions.
Improve Pricing Negotiation
Learn how to successfully analyze and prepare for contract negotiations and high-stakes B2B transactions.
Understand the Role of Pricing in Value Creation
Examine and learn to harness the effects of price setting up and down the supply chain on value capture and creation.

Program Dates

Contact us at to be informed when we have added future program dates.

Program Topics

The Pricing for Profitability in the Information Age program curriculum covers the following topics:

  • The flaws of cost-plus and market-share based pricing
  • Benefits, uses and steps for using EVC analysis to identify a maximum price for a market segment
  • Exploring effective techniques for influencing price sensitivity
  • Identifying the problems with a single price strategy and exploring a variety price customization strategies -- by customer, location, time of purchase, quantity, and product design
  • The benefits, drawbacks, and mechanisms of three pricing strategies -- cost-driven, revenue driven and profit-driven
  • Evaluating pricing changes in terms of overall impact on firm profitability, which requires a deep understanding of both your customer and your cost structure
  • Understanding the value of price discrimination
  • Practical price differentiation techniques 
  • Value and methods used in dynamic pricing
  • Coordinating to avoid ruinous price competition 
  • What happens when two entities compete over many periods 
  • Using the future to affect the outcome in the present 
  • How your decisions, your competitors and your customers influence pricing success
  • Creative pricing approaches that add value 
  • Using the Willingness to pay (WTP) discovery technique to obtain the data necessary for optimal pricing strategies
  • Price sensitivity variations by customer segment 
  • Segment customers by differentiating the product/service offering and pricing in a way that reflects the targeted segments
  • Product Line Pricing, Bundling, and Versioning

Topic 6 |
Price Customization

Topic 7 |
Licensing Models

Topic 8 |

Topic 9 |
Revenue Management and Revenue Models

Download the program topics

Download the program schedule

Who It's For

  • Product Management, Marketing, Pricing, and Finance professionals who are responsible for pricing products and services.
  • Executives who have responsibility for pricing an entire product or service line.

Cost & Features

Program Fee

Interested in payment assistance from your employer? Click here.

  • Three-day strategy intensive at UC Berkeley Haas School of Business campus 
  • Learn from Berkeley Haas and Executive Education Faculty and local industry experts
  • Dynamic group exercises, case studies, peer coaching  and discussions
  • Exclusive networking opportunities 
  • Access to the program alumni community
  • Pricing for Profitability in the Information Age Certificate of Completion 
This program counts toward a
Certificate of Business Excellence
Curriculum Days 
Three Days
Finance & Business Acumen

A UC Berkeley Certificate of Business Excellence gives individuals the opportunity to create a personal plan of study structured by our four academic pillars. Participants will earn a mark of distinction with certification from a world-class university, and enjoy the flexibility of completing the program in up to three years.


Interested in customizing this program for your organization?


Learn More

Have more questions about registration, billing, accommodation, or employer support?

Visit our FAQ Page or Contact Us.