Pricing for Profitability: Value Creation Strategies—In London and Chicago

New Program

Discover a multidisciplinary, data-driven approach to optimize your firm's revenue. You'll leverage cutting-edge techniques to create pricing and monetization strategies that give your firm a competitive advantage—and create long-term value for your organization and customers.

Changes in consumer behavior have rendered traditional pricing strategies sub-optimal in today’s market. Forward-thinking companies are leveraging new analytical tools, technologies, and the latest in behavioral research to implement a value-based pricing approach. If your organization hasn't implemented this type of pricing strategy, you may be leaving money on the table and surrendering significant amounts of value, both to your company and the customers you serve.

In this program, you'll learn The Chicago Booth Approach to pricing—a customer-centric, value-based, analytical approach to making decisions. You'll gain proven frameworks and incorporate multiple disciplines such as marketing, data science & AI, behavioral science, and microeconomics to increase profitable growth. You'll emerge from the program with a path to monetizing your organization's opportunities in a way that benefits customers, ultimately promoting competitive advantage and significant growth.

By attending, 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
  • Determine which data and methods to use to make pricing decisions and gain a deeper understanding of how pricing is intertwined with your business goals, customers, and market competition
  • Learn how to launch new products at the right price
  • Develop a customer-centric approach to pricing: aligning pricing with each consumer's perceived value and underlying willingness to pay
  • Gain an understanding of how customers make purchasing and product valuation decisions by leveraging insights and research from the field of behavioral economics
  • Acquire the frameworks to successfully implement a pricing strategy across your organization—even in companies with multiple brands or product lines.


This unique program combines a blend of faculty expertise, case studies, in-class exercises, a guest speaker, and networking opportunities with peers around the globe.

  • The program's renowned faculty have routinely brought The Chicago Booth Approach to the field by running pricing experiments with companies such as Lyft and ZipRecruiter that have generated significant upside. You'll learn firsthand from the faculty's results working with top companies.
  • Hear from a prominent guest speaker who will share their experiences with creating customer value in a highly regulated and constrained industry.
  • Network with other executives transforming pricing strategy for their firms, and learn collaboratively with them through case studies, a simulation, and group discussion
  • Mid- to senior- executives involved in pricing, monetization, and revenue management decisions; functional areas include Marketing, Finance, Product Management, Sales, RevOps, Business Development, Operations, Engineering, Analytics, Strategy, Data Science, and general management.
  • Any industry—this program is applicable to a wide range of industries; case studies and examples in this program range from manufacturing, tech, and B2B to regulated industries, 2-sided marketplaces, and services.

Group Enrollment: This program is a good fit for groups of executives, as the course fosters a cross-functional approach to pricing and monetization.

Note: The London offering, taught independently by Professor Dubé, is a highly focused four-day offering focusing on pricing techniques, economic value to the customer, and customer lifetime value.

The Chicago offering is five days, taught by professors Dubé and Pope.

Economic Value to the Consumer

  • A framework to measure value and incorporate value into marketing decisions
  • Monetizing customer value

Pricing Techniques

  • Elasticity analysis, experimentation, conjoint analysis 
  • Strategies in times of inflation
  • Developing a customer-centric mindset
  • Segmented pricing, personalized pricing, and product line pricing

Behavioral Economics — the psychology of customer purchasing decisions

  • Customer attention/inattention to prices
  • Price considerations of loss aversion
  • Creating an ideal environment for purchases: choice architecture and nudging

Customer Lifetime Value 

  • Customer capture and retention
  • Channel pricing, nonlinear pricing and volume discounts
  • System-based pricing strategies

note: curriculum subject to change

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 Booth, 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 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 currently Department Editor at Management Science, and has previously served as 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 2023 Hillel J. Einhorn Excellence in Teaching Award, 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.

Devin Pope

Steven G. Rothmeier Professor of Behavioral Science and Economics/Robert King Steel Faculty Fellow
Devin Pope is the Steven G Rothmeier Professor of Behavioral Science and Economics at the Booth School of Business at the University of Chicago. Pope is a behavioral economist that researches a variety of topics at the intersection of economics and psychology. He has published work in prestigious journals within economics, psychology, and management. His research primarily uses observational data and studies how psychological biases play out in important economic markets. Examples include left-digit bias and projection bias in car markets and present bias in housing markets.

Prior to joining Chicago Booth faculty in 2010, Pope was on the faculty at the Wharton School at the University of Pennsylvania. He earned a PhD in economics from UC Berkeley in 2007 and a BA in economics from Brigham Young University in 2002. Pope also worked as an Amazon Scholar from 2019-2021.

What participants say about Value Creation:

“The program is excellent for anyone who wishes to gain a better insight into why companies make strategic decisions from a financial analysis point of view. I learned not only the how but also the why behind key financial decisions.”

—Dr. Douglas Hutchens, VP, Global Development and Chief Veterinary Officer, Bayer Animal Health, Bayer HealthCare

“The Chicago Booth faculty provided a highly engaging and thoughtful program. I am leaving the program with both technical and behavioral strategies that I’m excited to share with my organization.”

—Lara Schneider, Senior Marketing Manager, Toshiba Corporation

“I was able to rethink how pricing can be set with the strengths and weaknesses of my product.”

—AGC Chew, Head of Business Development and Operations, Conduit

“I now see pricing in a much higher perspective as an efficient way to optimize my company’s pricing strategy.”

—Ken Lin, CEO & Co-Founder, Abies Asset Management Consulting Co., Ltd.

“I enjoyed learning something new. I.e., Economic value to the customer, while simultaneously revisiting microeconomics, which I hadn’t consciously thought of in decades, but now I am with a new perspective.”

—Jeff Draper, Vice President, Isco Industries, Inc.

“I gained a conceptual understanding of how to focus on customer value and competitor reference prices to understand product differentiation first. Then, I could analyze demand at different price points to understand elasticity.”

—Justin Makinson, Senior Director, Financial Planning & Analysis, Cox Automotive, Inc.

Choose your Campus:  

  • May 2024 program will take place at our Chicago campus 
    Gleacher Center, 450 North Cityfront Plaza Drive, Chicago, IL 60611-4316

  • December 2024 program will take place at our London campus
    The Rothman Campus: One Bartholomew Close Barts Square, London EC1A 7BL, UK

Program faculty and practitioners are subject to change at the various locations.

*Contact us to learn more about our special pricing for group enrollment or ways we can work with you to support your organization's education budgets.

Upcoming Courses

Date Fee
May 20-24, 2024 $11,500 Register Now
December 9-12, 2024 $10,000 Register Now


This program typically runs twice a year, Spring and Fall.