Marketing & Communication

Pricing Strategy and Value-Based Pricing

Price is the most powerful profit lever, yet it is often set by cost-plus habit or competitor copying. This course teaches pricing strategy: understanding customer value, value-based pricing, price segmentation, discount governance, pricing psychology, price increases and pricing analytics.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

A small improvement in price realisation can raise profit significantly. You will learn to price based on value rather than habit.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Value analysis exercises, pricing simulations, case studies and discount analysis.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Compare cost-based, competitor-based and value-based pricing
Quantify customer value
Design price structures and segmentation
Control discounting and price leakage
Plan and communicate price increases
Use pricing analytics

Target audience

Who should attend.

This course is suitable for:

Marketing and product managers
Sales managers
Commercial directors
Finance business partners
Business owners

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Value quantification
Price structure design
Discount control
Price communication
Pricing analytics

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Pricing Foundations

09:00–10:08Price and profit
10:08–11:00Pricing approaches
11:00–11:30Coffee break
11:30–11:45Pricing approaches (continued)
11:45–12:53Price perception
12:53–14:00Exercise

Day 2Customer Value

09:00–10:08Value drivers
10:08–11:00Economic value estimation
11:00–11:30Coffee break
11:30–11:45Economic value estimation (continued)
11:45–12:53Willingness to pay
12:53–14:00Workshop

Day 3Price Structures

09:00–10:08Segmentation
10:08–11:00Bundling and tiers
11:00–11:30Coffee break
11:30–11:45Bundling and tiers (continued)
11:45–12:53Psychology
12:53–14:00Exercise

Day 4Discounts and Increases

09:00–10:08Price waterfalls
10:08–11:00Discount governance
11:00–11:30Coffee break
11:30–11:45Discount governance (continued)
11:45–12:53Price increases
12:53–14:00Simulation

Day 5Analytics

09:00–10:08Pricing data
10:08–11:00Monitoring realisation
11:00–11:30Coffee break
11:30–11:45Monitoring realisation (continued)
11:45–12:53Pricing roadmap
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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