In-company pricing courses

At prexus, we design customized pricing and Revenue Growth Management courses for B2B and B2C companies, adapting the content, examples, and workshops to each organization’s specific challenges.

Our pricing training programs are aimed at executives of product or service companies, in industrial or mass markets, who analyze, recommend, or approve pricing decisions.

They are especially valuable for marketing, finance, and sales executives, as well as general managers, who plan to launch new products, face aggressive competition, or fail to capture the value of their offerings through pricing.

Given the in-company nature of the programs, examples and workshops are focused on your company’s sector or category of interest. Depending on the selected time intensity, the program content may include all or some of the following topics:

1. Strategic price setting

Why doesn’t the conventional way of setting prices work?
What is value-based pricing?

2. Customer perceived value and price sensitivity

How to determine the economic value of a product?
How to influence customers’ price sensitivity?

3. Demand analysis

How to incorporate price elasticity of demand when making decisions?
How to make decisions when price elasticity is unknown?

4. Internal capabilities

How does the competitive strategy affect pricing?
Which costs influence pricing decisions?

5. Competitors’ capabilities and intentions

How to respond to competitive threats?
How to avoid a price war?

6. Pricing strategy structure

How to maximize revenue through pricing?
How to charge different prices to different segments?

7. The price menu as a commercial process

How to avoid conflicts with difficult customers?
How to define a transparent customer discount scheme?

8. Revenue management

How to sell more and serve more customers without increasing installed capacity?
How to maximize revenue through pricing?

9. Price and marketing mix

How to manage product line pricing?
When is it justified to run price promotions?
How to avoid pricing conflicts across distribution channels?

10. Pricing psychology

What are the magic numbers that drive demand?
How do prices affect consumption?
How does consumption affect demand?

11. Measuring customer perceived value and price sensitivity

How to measure perceived value?
How to measure price sensitivity?

12. Artificial Intelligence in pricing decision-making

What types of AI are applicable to pricing?
How to use AI in pricing decision-making?

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FAQs

What is an in-company pricing course?

An in-company pricing course is a training program designed exclusively for a company’s team. Unlike an open-enrollment course, the content, examples, and workshops can be adapted to the company’s industry, category, and specific pricing challenges.

Who are the courses designed for?

Our courses are designed for executives at product and service companies, in both B2B and B2C markets, who analyze, recommend, or approve pricing decisions. They are especially relevant for marketing, finance, sales, and general management teams seeking to launch new products, respond to aggressive competition, or capture more value from their offers through pricing.

Is prior experience in pricing and Revenue Growth Management required to participate?

No. Participants do not need prior experience in pricing or Revenue Growth Management. The level, depth, and content of the program are adapted to the team’s specific needs and existing level of knowledge.

Are the courses suitable for both B2B and B2C companies?

Yes. The programs can be adapted to companies that sell to end consumers (B2C) as well as companies that sell to business customers or intermediaries (B2B). The examples and exercises are tailored to each company’s business model, industry, and market.

Which areas of the company should participate in a pricing course?

The courses are especially useful for professionals in marketing, sales, finance, pricing, and general management, as well as other employees who analyze, recommend, negotiate, or approve pricing and discount decisions.

What topics can an in-company pricing course include?

Depending on the number of training hours and the company’s needs, the program may include strategic pricing, value perception, price sensitivity, demand elasticity, pricing-relevant costs, competitive strategy, competition, price segmentation, discounts, Revenue Management, portfolio management, promotions, distribution channels, pricing psychology, pricing research, and artificial intelligence applied to pricing decisions.

Can only selected topics from the program be included?

Yes. The content is modular. Depending on the objectives and the number of training hours selected, the program can cover all available topics or focus only on those that are most relevant to the company.

Do the courses include Revenue Management in addition to pricing?

Yes. The programs can include a specific Revenue Management module focused on understanding how to maximize revenue through pricing decisions and how to serve more customers without increasing installed capacity.

Do the courses include artificial intelligence applied to pricing?

Yes. The program can include a module on artificial intelligence applied to pricing decisions, including the types of AI that can be used in pricing and their main applications.

Do the courses include practical content or only theory?

Our courses combine theoretical and practical components. Because they are in-company programs, the examples and workshops focus on the company’s industry or category of interest. The longer the selected course, the greater the practical component can be.

Can the courses be customized for a specific company?

Yes. We offer customized content based on the company’s industry, category, pricing maturity, and specific business challenges. Examples and workshops can focus on real situations faced by the company.

In what formats are the courses available?

In-company courses are available in both virtual and in-person formats.

What is the difference between an in-company course and other pricing courses?

An in-company course is designed exclusively for a company’s team and allows the content, examples, and workshops to be customized to its specific needs. This makes it possible to apply pricing concepts directly to the organization’s industry, category, and business challenges.

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Medellín, Colombia