This is an intensive, interactive 2-day pricing training, combining interactive lectures and exercises in small groups, followed by group discussions. Though based on solid theory, the training is based around sharing plenty of real case examples, incorporating the pricing situation and issues of the participants. You learn all the in-and-outs of pricing research techniques to set value-based prices.
By attending this training, you will learn to:
This is your opportunity to learn, discuss and reflect on new trends and most used pricing research tools for value-based pricing.
Management roles responsible for - or involved with - priced setting; such as pricing managers, pricing team members, marketing directors, marketing intelligence managers, customer intelligence managers and product managers.
This training is for anyone who wants to improve their knowledge of the best practices in value-based pricing research techniques.
Module 1 | Introduction workshop and participants
Module 2 | Pricing segmentation
Module 3 | Measuring Price Elasticity - Basic Tools
Team Exercise II
Case studies on above techniques
Module 4 | Understanding Price / Value and Value Drivers
Team Exercise I
Case studies : Price Segmentation, Value map, Brand map applied on a business case
Module 5 | NeuroPricing™
Team Exercise III
Interactive NeuroPricing™ Online
Module 6 | Measuring Price Elasticity – Tools in the competitive context
Team Exercise III
Apply conjoint techniques to participants’ business cases
Wrap-up / lesson learned + personal action plan
Dan 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.
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.
This designer hotel with a terrace is only 3.2 km from Brussels Airport and a 15-minute drive from the center of the city. Van der Valk includes a fitness center, free Wi-Fi and modern soundproof rooms with free soft drinks, tea facilities and water.
Flat-screen cable TV, a work desk and tea and coffee-making facilities are standard in the air-conditioned rooms at Van der Valk Hotel Brussels Airport.
Van der Valk Brussels Airport is a 5-minute drive from the NATO Headquarters. The Atomium is 20 minutes away by car. Guests can use a free airport shuttle service at certain times.
Restaurant Catharina serves a mix of traditional and modern international cuisine in an elegant yet casual setting. Each morning, guests can enjoy a fresh and diversified breakfast buffet.
Tel.: +32 2 277 20 00
The normal fee for Research Techniques for Value Based Pricing is €1895.00 (+ VAT)
The program fee includes
The training fee includes :
It does not cover travel, accommodation or other incidentals.
We recommend you to book your flights/travel/accommodation in advance to avoid last rates.
We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.
If you have any questions, please connect with Astine Badeyan: firstname.lastname@example.org
* EPP reserves the right to cancel or postpone events/sessions, or alter the country, location/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 please have a look at our Terms & Conditions.
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Contact our Learning & Development Managers:
Ripsime Matevosian - CPM programs and in-company/customized programs
Astine Badeyan – Open programs