New Program Coming In 2023

Revenue Optimization: Pricing Strategies to Create Value and Boost Revenue

Discover a data-driven, multidisciplinary approach to optimize your firm's profitability. You'll learn how to formulate actionable pricing models and other revenue creation strategies to drive sustainable growth.


Post-pandemic economic and consumer behavior changes have permanently impacted the way companies drive revenue. Pricing techniques that worked for a company a few years ago may no longer lead to long-term sustainability. As a result, finding new ways to optimize pricing and revenue is a main strategic challenge for many organizations. And the stakes are high, as pricing can be the most powerful lever for driving —or destroying— a firm's profitability.

This program shows you how to take charge of your revenue optimization strategy, blending analytical frameworks, marketing, behavioral economics, and microeconomics . You'll discover the new tools that have brought advances in pricing strategy to compete effectivitly in the marketplace. You'll determine which data and methods to use to make pricing decisions, and gain a deeper understanding of how pricing is connected to your business goals, customers, and market competition. What's more, you'll explore how people and processes within your organization ultimately determine the success of a revenue plan; you'll learn approaches to integrate siloed data and departments to create a pricing strategy that works holistically across your business.

You will:

  • Learn how to combine data with the latest analytical tools—potentially transforming your firm's profitability and ability to compete in the marketplace
  • Gain frameworks to successfully implement a pricing strategy across your organization
  • Monetize new products with competitive pricing strategies – serving as a growth lever to optimize revenue opportunities
  • Develop a customer-centric approach to pricing: aligning your pricing with consumers' perceived value and underlying willingness-to-pay
  • Use insights from behavioral economics to understand how psychology affects pricing strategy

This multidisciplinary program combines a blend of Chicago Booth faculty teaching, in-class exercises, an industry-leading guest speaker, and networking opportunities with peers around the globe.

This program is valuable for mid- to senior-level executives who analyze, recommend, or approve pricing decisions. It is especially valuable for marketing, finance, and sales executives who are introducing new products, facing significant price competition, or failing to achieve prices that reflect the value they deliver.

This program is valuable for a wide range of industries with different pricing models.

Titles include: CEO, president, COO, CFO, director of business development, director of marketing and sales, director of pricing, director of revenue management, director of purchasing, senior product manager, and pricing manager.

Jean-Pierre Dubé

James M. Kilts, Distinguished Service Professor of Marketing and Charles E. Merrill Faculty Scholar

Jean-Pierre Dubé is the James M. Kilts Distinguished Service Professor of Marketing at the University of Chicago Booth School of Business. Professor Dubé is also director of the Kilts Center for Marketing at the Booth School, a Research Associate at the National Bureau of Economic Research and a faculty fellow at the Marketing Science Institute. From 2008-2010, he was a research consultant for the Yahoo! Microeconomics Research group. He has been working as a research consultant with Amazon since 2018.

His research interests lie at the intersection of industrial organization and quantitative marketing. He has conducted empirical studies on the formation of consumer preferences for branded goods, price discrimination, advertising, food deserts and nutrition policy, and the role of misinformation in consumer demand. This empirical focus is also reflected in his MBA course on pricing strategies, which is designed to teach students how to apply marketing models and analytics to develop pricing strategies in practice. Several of his recent research projects are in collaboration with companies in the US and in China.

Dubé’s work has been published in the The American Economic Review, Econometrica, The Journal of Marketing Research, The Journal of Political Economy, Management Science, Marketing Science, Quantitative Marketing and Economics, the Quarterly Journal of Economics and The Rand Journal of Economics. He is an area/associate editor for The Journal of Marketing Research, Management Science, Marketing Science, and Quantitative Marketing and Economics. He was the recipient of the Chicago Booth class of 2016 Phoenix Award for service to the extracurricular and community activities of the graduating class, the 2008 Paul E. Green Award for Best paper in the Journal of Marketing Research and of the 2005 Faculty Teaching Excellence Award for Evening MBA and Weekend MBA Programs at the Chicago Booth. He was also the recipient of several MSI Research Grants, a Kauffman grant, and a Yahoo! Faculty Research Grant.

Dubé earned a bachelor's degree from the University of Toronto in quantitative methods in economics in 1995, a master's degree in economics in 1996, and a PhD in 2000 from Northwestern University. He joined the Chicago Booth faculty in 2000.

2023 Dates Coming Soon