Skip to main content

Value Based Pricing In Practice - Innovative Tools and Techniques

Register Individual Register a Group Download Brochure
  • Develop and implement data-driven pricing strategies

    In this comprehensive training program, you will learn how to master the art of value-based pricing, leveraging customer data, cutting-edge research tools, and real-world case studies to drive profitability and business success.

    Through interactive sessions and hands-on exercises, you will gain a deep understanding of the core principles of value-based pricing, including current practices and future trends. You will learn how to identify and measure price elasticity, segment your customers, and use neuropricing to understand their value perceptions.

    This program will equip you with the skills you need to develop and implement data-driven pricing strategies that align with your company's objectives and improve your profitability. You will learn how to use pricing research to make informed decisions about pricing, promotion, and discounting.

    This is an exclusive opportunity for you to attend our comprehensive program and receive two FREE signed books from renowned pricing experts Danilo Zatta and Kai Marcus!

    Our Participant Profile

    This training is designed for professionals with expertise in pricing, revenue growth, marketing, sales, and product management across various industries, including:

    Pricing Professionals: Pricing Director, Pricing Manager, Pricing Analyst

    Revenue Growth Professionals: Revenue Growth Management Director, Revenue Growth Management Manager, Revenue Growth Management Analyst

    Marketing and Sales Professionals: Marketing Director, Marketing Manager, Marketing Analyst, Sales Director, Sales Manager, Sales Analyst

    Product Management Professionals: Product Manager

    Industries: Manufacturing, Technology, Retail, Professional Services, Healthcare, Consumer Goods Logistics, Energy, Travel and Tourism

    An immersion of 1.5 days can not only accelerate knowledge sharing but boost your team cohesion and transfer to practice!

    This training is for anyone who wants to improve their knowledge of the best practices in value-based pricing research techniques.

  • Elevate your pricing expertise and drive business success with this comprehensive training program. Discover value-based pricing strategies, harness cutting-edge research tools, and master customer insights to optimize profitability and market leadership.


    1. Process of Value-Based Pricing

    Understanding the process of value-based pricing (VBP)

    2. Pricing segmentation

    Segment your market first

    Understand the value within segmentation

    When and how to segment customers

    How to use pricing research to segment customers

    Shall we segment customers for our pricing research, or shall we conduct pricing research to segment our customers?

    3. Understanding Price / Value and Value Drivers

    How to measure price and value perception

    Understand utility per feature

    Building your value proposition

    Exploring the willingness to pay

    Overview of different methods to understand willingness to pay

    4. Measuring Price Elasticity

    Apply basic tools to your questions.

    Understand the limitations of price elasticity

    Measuring price sensitivity Vs measuring price elasticity

    Understand if and how to use basic tools.

    Applications of conjoint

    Understanding how the decoy effect affects conjoint measures.

    Understanding if and when to use which method.

    5. NeuroPricing

    How and why using science to identify value perception

    Understand case applications

    Learning to integrate digital and scientific tools

    6. Discuss and Define Your Optimal Price Point

    Optimal Price point definition

    Discussion of when and how to use the Optimal Price Point

    Wrap-up and Key Take-Aways for the Training 


  • Avatar

    Management Consultant and Pricing Advisor
    Danilo Zatta

    Danilo Zatta is one of the world’s leading advisors and thought leader in the field of Pricing and TopLine Excellence. As a management consultant for more than 25 years, he advises and coaches many of the world’s best-known organizations. He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds.

    Dan has also written 20 books including The Pricing Model Revolution (Wiley, 2022), an international best seller translated in several languages. He also acts as keynote speaker at conferences, events, associations, and at leading universities. Additionally, he supports several CEOs of leading companies as personal topline coach.


    Director of Pricing Research
    Kai-Markus Mueller

    Kai-Markus Mueller is Professor of Consumer Behaviour at HFU Business School of Furtwangen University in Schwenningen, Germany, as well as Director of Pricing Research with Dutch consumer neuroscience pioneers Neurensics. Kai is co-author of The Invisible Game – The Secrets and the Science of Winning Minds and Winning Deals (Wiley, 2023).

    Previously, Kai founded a start-up and developed NeuroPricing™, a suite of neurotechnology-based methods to measure and model the optimal price – meanwhile acquired by Neurensics. He holds a PhD in neuroscience. His work has been featured by Forbes, Businessweek, ZDF, Der Spiegel, and many more.

  • Dates & Fees

    Start : 09 Apr 2024 at 09:00
    Duration : 1.5 days
    Location : Barcelona (NH Collection Barcelona Constanza)
    Fees : €1695.00


    15% discount if you register with 2
    25 % discount if you register with 3 or more
    10% discount for our CPM Alumni
    €300 discount on certification programs for EPP Prime Members
    €150 discount on open programs for EPP Prime Members

    Hotel info

    NH Collection Barcelona Constanza

    Location:  C/ Deu i Mata, 69-99, 08029 Barcelona Spain

    Reservations +34 91 600 81 46 Tel.: +34 93 2811500



    EPP has secured a preferential room rate at the NH Collection Barcelona Constanza, exclusively for the attendees of this Forum. The special rate is available until 11 March 2024 (subject to availability), so early booking is advised.

    You will receive more information about the accommodation and how to book your room once your registration is confirmed.

    For further information about the venue, please contact Francisco Porcel at

    • Please note that the program fee does not include travel expenses, accommodation, individually organized dinners and other incidentals.
    • VAT shall apply at prevailing rates according to local (country of training) laws and regulations.
    • We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.
    • If you have special requests, please connect with
    • Please note that EPP reserves the right to cancel or postpone events/sessions, or alter the country, location or venue in case of force-majeur, unforeseen circumstances, or if minimum registration numbers are not met. In case of such cancellation, postponement or alteration by EPP, registrants will receive a rollover credit for attendance at the rescheduled sessions.
    • For more information we refer to our Terms and Conditions.

Hear from our participants

Patient Care Solutions
Mae Sattam
GE Healthcare

It was a great course and is already paying dividends with our pricing team! GE Healthcare

Senior Pricing Analyst
Thad Seymour
GE Healthcare

The MedTech Pricing training was very informative and offered valuable ideas to improve our team’s pricing act...

Pricing Specialist
Sofie De Groote
Hyundai Europe

This training was very valuable to me to get to know the practical process of value based modeling and I will ...

Executive Director - Product Management
Robert Morrison
Totally Money

I found the Subscription Based Pricing course exceptional. I wanted to get up to speed on best practices, but ...

Global Markets Pricing Leader
Kassandra Klaritsch

The Strategies & Tactics of Pricing Training is an excellent session that helps leaders with diverse level...

Spare Parts Pricing Manager
Fabian Mattes

The Spare Parts & Service Pricing training by the European Pricing Platform was a very intense and focused...

Senior Commercial Manager
Tom Grange
Virgin Media

Good content, excellent moderator and insightful debate across a range of different pricing analisyis techniques.

Sr. Pricing Administrator
Hermine Viaene
Samsonite Europe

The pricing research toolbox was very interesting , driven by a very professional speaker. We got a lot of ins...

Bart Dekkers

The Strategies and Tactics of Pricing training helped me to get a perfect overview on the different aspects of...

Pricing Strategy
Petra Reiter

Thanks for a really good training, I learnt a lot and I think Pol Vanaerde is a really good trainer, he has al...

Senior Pricing Analyst EMEA Surgical Devices
Marina Araujo
Covidien AG

To spend two days focusing on an item such as "strategic pricing" was a true eye opener in the sense that it r...

Aftermarket Pricing Manager
Laura Mayr

For me the EPP Spare Parts Training was the first training in my job as spare parts pricing manager so I didn'...

Spare parts manager
Lex Van Bruggen
Lely Industries

This spare part pricing masterclass gave me a really good insight into different pricing methodologies and how...

Business Controller
Kenneth Bengtsson
Mekonomen Group

Except for direct discussions with him, I have had the benefit to listen to Tord during two occasions during N...

Vice President Marketing
Roberto Santos
Klöckner Pentaplast

Christian Wirth has a vast experience around pricing leadership in many different businesses. Companies today ...

Pricing Manager
Sven Kopp
Gardner Denver

As a Pricing manager in a classic B2B industrial manufacturing company, it was awesome to learn more about oth...

    Senior Strategic Pricing & Business Manager
    Linda Thalmüller
    FresenIus medical Care

    Great experience, relevant insight backed up with sound practical  experience of trainers that makes you reflect.

    Pricing Manager
    Dieuwke Systema

    The CPM certification programme made me realize that in the stage DTG is in, I needed to see Pricing as a proj...

    Pricing Analyst
    Panagiotis Giannakopoulos

    The CPM Program provides great insights and best practices for pricing through a group of knowledgeable speake...

    Strategy Implementation Manager
    Federico Boccardo

    Before joining the Certiffied Pricing Manager Program my organisation didn’t have a defined view on its pricin...

    Finance Project Manager
    Debbie van Birgelen
    IDEXX Laboratories

    "I highly recommend the CPM program, not only is the content, and expertise of the speakers excellent, but par...

      Looking for advice or a customized training?

      Contact our Learning & Development Managers:

      This email address is being protected from spambots. You need JavaScript enabled to view it. - CPM programs and in-company/customized programs

      This email address is being protected from spambots. You need JavaScript enabled to view it. – Open programs