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:
WHY THIS PROGRAM?
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.
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
Behavioral Economics — the psychology of customer purchasing decisions
Customer Lifetime Value
note: curriculum subject to change
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.
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.
“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.
Program faculty and practitioners are subject to change at the various locations.
|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.