About the Program

In today's dynamic market, understanding how customers perceive value and setting the right price can make all the difference. This course provides you with proven methodologies and tools to build a strategic approach to pricing. By enrolling in this program, you will:

💡 Discover how to segment customers based on their willingness to pay.
📊 Learn techniques to measure price elasticity and adjust pricing accordingly.
⚖️ Understand how competitors position their prices and how to respond effectively.
🌍 Explore real-world pricing models used by leading companies.

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Learning Objectives

By the end of this program, you will be able to:

🔸 Master value-based pricing fundamentals and align pricing with customer perception.
🔸 Segment customers effectively based on their willingness to pay.
🔸 Measure price elasticity to make data-driven pricing decisions.
🔸 Identify key value drivers that influence purchasing behavior.
🔸 Apply competitive pricing strategies to optimize market positioning.

Gain practical tools and insights to implement value-based pricing successfully!

Think pricing is just about setting numbers? Think again.

Great pricing starts long before the final number. In this course, you’ll uncover the full pricing journey: from creating customer value, to segmenting offers, setting structures, and defining price policies.

💡 Explore the Strategic Pricing Pyramid and learn how each layer builds a smarter, more profitable pricing strategy!

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Course Curriculum

    1. Introduction

      FREE PREVIEW

    1. Basic Considerations on Pricing

    2. CHECKPOINT 1

    1. Pricing Segmentation

    2. CHECKPOINT 2

    1. Understanding Price/ Value and Value Drivers

    2. CHECKPOINT 3

    1. Measuring Price Elasticity

    2. CHECKPOINT 4

    1. Tools in the Competitive Context

    2. CHECKPOINT 5

About this course

  • €750,00
  • aprox. 3h30m hours of content
  • practical examples and case studies

Subject Matter Expert

Pricing Advisor | Partner Valcon Danilo Zatta, PhD, MBA

Danilo is one of the world’s leading advisors and thought leader in the field of Pricing and TopLine Excellence. As a management consultant for more than 25 years, he advises and coaches many of the world’s best-known organizations. He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds.
Dan has also written 20 books including The Pricing Model Revolution (Wiley, 2022), an international best seller translated in several languages. He also acts as keynote speaker at conferences, events, associations, and at leading universities. Additionally, he supports several CEOs of leading companies as personal topline coach.

Transforming Knowledge into Results

Göker Özkan

Pricing Manager @ Malvern Panalytical

I recently completed the Research Techniques for Value-Based Pricing training and truly enjoyed the experience. As someone working in pricing, I found the content both relevant and insightful. The course helped me connect the dots between customer research and value-based decision-making in a very practical way. I especially liked the real-life examples and the clear structure, which made even complex topics easy to grasp. Highly recommended for anyone involved in pricing or product management.

Dallosso Alberto

Pricing Excellence Leader @ Grupo Bracco

This course delivers a concise yet comprehensive introduction to the core principles of value-based pricing. It effectively covers segmentation, elasticity, and value driver analysis with a strategic perspective that is relevant across industries. A solid resource for professionals aiming to enhance their pricing expertise and drive profitability through better customer insights.

Why Enroll?

  • Maximize profitability with a value-driven pricing approach
  • Enhance customer value perception and competitive positioning
  • Develop data-driven pricing strategies for sustainable growth
  • Reduce pricing risks and improve decision-making


Who is it for?

  • Pricing Directors, Managers & Analysts
  • Marketing & Sales Professionals
  • Revenue Growth Experts
  • Product Managers
    Industries: Manufacturing, Technology, Retail, Healthcare, Consumer Goods, Energy, and more.


Do you have questions?
Contact our team to learn more about our program and clarify any questions you may have.

Get in Touch!