NEW: Coming Fall 2023

The Executive Product Marketing Program

Data-driven marketing strategies to innovate products, optimize revenue, and accelerate sales.

With post-pandemic economic and consumer behavior changes, along with the emergence of new pricing technologies, the landscape of pricing strategy has changed. Pricing techniques that worked for a company a few years ago may no longer drive long-term sustainability. As a result, for many companies today, the improvement of pricing and revenue optimization is a main strategic challenge, 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, and cross-functional leadership. You'll discover the new analytical tools that have brought advances in pricing strategy, bringing the potential to transform your firm's profitability and ability to compete 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, marketing value proposition, 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.

Coming Soon


2023 Dates Coming Soon