Pricing is one of the most important marketing decisions a firm faces. This course will help participants to develop pricing strategies using actual proven concepts, processes and techniques, to align pricing strategies with corporate goals and objectives, to determine the value customers assign to products and services using competitive pricing analysis, and to optimize pricing using customer segmenting strategies. The course will focus on both economic and behavioral aspects of pricing, and evaluation of innovative pricing practices such as price matching, customized pricing, bundle pricing and product line pricing, covering both B2B and B2C markets. Instruction will be through a mix of case studies, pricing simulation games, hands-on exercises and discussions. The course will provide participants with an in-depth understanding of state-of-the-art pricing strategies, practices and techniques for making profitable and sustainable pricing decisions.