Pricing for Profitability in the Information Age

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

This hands-on, 3-day pricing program equips managers with proven techniques for assessing, formulating, and monitoring pricing strategies. Taught by UC Berkeley faculty and local industry experts, participants will re-examine classic pricing strategies, and will explore inventive approaches that take full advantage of the rapid changes brought about by the information age.

Participants will work in groups and individually to assess the current challenges within their own organizationsand experiment with better approaches to improve their effectiveness.

Pricing Training Topics include:

  • Economic Value to the Customer
  • Fighting a Price War
  • Price Sensitivity Analysis
  • Demand Forecasting
  • Price Contract Negotiations
  • Product Line Pricing, Bundling, and Versioning
  • Price Customization
  • Licensing Models
  • Auctions
  • Revenue Management
  • Revenue Models​

Pricing Program Methodology:

  • The program engages participants through highly interactive training sessions, enabling you to return to your office and use the concepts and strategies immediately. Sessions include multiple simulations and exercises, peer coaching, peer discussions, lectures, and case studies.


Key Takeaways

  • Possess a solid understanding of current pricing practices in product and service industries
  • Understand when and how to apply state-of-the-art frameworks for optimizing pricing decisions
  • Have mastered the essential techniques for making profitable pricing decisions
  • Be awarded a certificate of completion by the Haas School of Business, UC Berkeley Center for Executive Education

Who Should Attend

This course is targeted to Product Management, Marketing, Pricing, and Finance professionals who are responsible for pricing products and services. This course is ideal for the Executive who has responsibility for pricing an entire product or service line.

Dates and Registration

Fee: $4,900
Program Length: 3 days
Location: Berkeley, California

Download a Sample Schedule

Download a Program Brochure

Program Objectives


Contact Us

Lauren Miller


Program Director
John Morgan
Professor, Haas School of Business
John Morgan is the Oliver E. Williamson and Dolores J. Williamson Chair of the Economics of Organizations at the University of California, Berkeley. He is the founding director of the UC Berkeley...
Program Director
David Mok
Senior Director, Pricing Strategy & Analytics DePuy Synthes
David Mok is the Senior Director of Pricing Strategy & Analytics at DePuy Synthes (a Johnson & Johnson company), leading the pricing function for a $1B business. He is currently working on...