Jean-Pierre Dubé
James M. Kilts Distinguished Service Professor of Marketing
Jean-Pierre Dubé
Pricing for Profitability
Make better pricing and monetization decisions as costs, competition, and customer behavior change.
Next Session
September 14-September 18, 2026
View All Dates
Location/Format
In Person
Gleacher Center, Chicago
Investment Fee (in USD)
$12,500 USD
Questions? Connect with our enrollment advisors.
Next Session
September 14-September 18, 2026
View All Dates
Location/Format
In Person
Gleacher Center, Chicago
Investment Fee (in USD)
$12,500 USD
Questions? Connect with our enrollment advisors.
Pricing for Profitability brings the Chicago Approach™ to monetizing customer value: rigorous, research-based, and grounded in how markets and people actually behave.
In this five-day program, you will develop the analytical grounding and managerial judgment to capture more of the value your business creates. You’ll determine what customers value and will pay, weigh price, demand, and margin tradeoffs, and design effective pricing and monetization strategies.
You’ll learn how to apply AI-supported analytical tools and the latest frameworks in pricing structures, behavioral economics, pricing governance, and customer lifetime value. Together, these methods will help you identify quantifiable growth opportunities and strengthen your organization's profitability and competitiveness.
This program serves as an elective to:AMP and GAFP award Chicago Booth alumni status
By attending this program, you will explore key themes in:
Data, Analytics, and AI in Pricing
- Harness data and advanced analytical tools to transform profitability and competitiveness.
- Assess pricing structures, from AI-driven personalization to usage-based models.
Customer-Centric & Value-Based Pricing
- Align pricing with customer value drivers and willingness to pay to improve value capture.
- Launch new products at optimal price points for market adoption and growth.
Behavioral Economics & Market Insights
- Apply insights from behavioral economics to understand purchasing decisions, price fairness, and perception.
- Navigate pricing in competitive, inflationary, and segmented markets.
Strategic Implementation & Growth Impact
- Build pricing strategies that integrate across products and portfolios.
- Balance margin, demand, and long-term customer value in pricing decisions.
- Strengthen pricing governance across products and P&Ls when priorities and incentives differ.
The Booth Edge in Practice
- Gain an analytical approach that draws on Booth's Nobel Prize-winning record in economics and behavioral economics.
- Build your executive judgment through real-world case studies, hands-on exercises and analyses, faculty-led experiments, and peer learning.
- Benefit from insights drawn from faculty collaborations with companies such as Amazon, ZipRecruiter, and China Telecom—leaving with a tested playbook for monetizing customer value and driving profitable growth.
Who Should Attend
Mid- to senior-level leaders who set prices, own a P&L, or shape monetization strategy—including general management, finance, commercial, product, revenue growth management, and pricing leaders.
Download the brochure for in-depth insights into who should attend, participant profiles, and the ideal candidate.
Download brochure
Faculty
At Booth, our distinguished faculty exemplify dedication and expertise, bringing deep passion to their teaching. Their steadfast commitment extends beyond traditional instruction, focusing on empowering every Executive Education participant, across all programs and global campuses, to achieve their professional and leadership goals.
Devin G. Pope
Steven G. Professor of Behavioral Science and Economics
Devin G. PopeProgram Outline
- Apply a scientific approach to measuring and monetizing customer value.
- Use customer value to inform pricing, marketing, and growth decisions.
- Build pricing decisions around customer value, willingness to pay, and demand.
- Evaluate cost pass-through and margin tradeoffs under cost volatility.
- Apply elasticity and conjoint analysis, and judge where AI can automate pricing work.
- Design and govern pricing across products and portfolios, where incentives conflict.
- Explore ethics, bias, and preferences in pricing.
- Discover how choice architecture and nudging can boost purchases.
- Assess the impact of consumer attitudes on pricing.
- Analyze customer retention and other long-term value drivers.
- Compare metered, usage-based, nonlinear, and volume-based pricing models.
- Price AI-based services.
- Apply system-based pricing strategies.
Past Participant Insights
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“I believe it’s in our nature to constantly strive to learn and absorb as much as we can. For me, it’s deeply fulfilling to explore new topics and continue advancing in my career. Studying value creation and pricing decisions has been essential in helping me contribute to my organization’s profitability and long-term growth.”
—Bridget Brizek, Director, Alverno Laboratories
Upcoming Sessions
Program dates are subject to change.
Download Brochure
Download the program brochure for in-depth insights on who should attend, a schedule preview, past participant profiles, location highlights, networking opportunities, and what to expect. When doing so, you’ll also receive an editable justification letter to help you make the case to your employer for your attendance.
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Frequently Asked Questions
In this section, you’ll find answers to frequently asked questions about Chicago Booth Executive Education programs.
Frequently Asked Questions