Pricing

Pricing is one of the main drivers of profit in any company – but it’s often one of the least understood. In this 3,5-day programme, you’ll immerse yourself in six modules – each designed to build your knowledge and help you put it into practice immediately.

You’ll live and learn pricing, translating conceptual frameworks into a plan to take back to your own organisation. You’ll gain insights from our expert faculty and business speakers. You’ll dive deep into case studies and cutting-edge approaches. And you’ll learn from your fellow participants too, gaining their perspectives and insights – and understanding the challenges they face in their sectors.

At the end of the programme, you’ll be ready to leap into pricing for your own organisation, with a plan and value-based strategy to price your offer effectively.

The Pricing programme covers six modules: 

Module 1: The principles of value-based pricing

• Explore what makes value-based pricing crucial for your company
• Discover how to achieve prices that reflect true value
• Learn to apply value-based pricing methodology

Module 2: Pricing from a financial perspective

• Explore financial implications – and when it makes sense to compete on price
• Learn when to discount and premiumise 
• Discover how to increase customer lifetime value

Module 3: Making the right pricing decisions

• Learn how to turn data into insights
• Explore the price sensitivity curve 

Module 4: Pricing from a market perspective

• Identify market drivers of price
• Discover how to align tactics with market drivers
• Examine international differences in pricing 

Module 5: Pricing from sustainability perspective

• Determine the willingness to pay for sustainable solutions
• Explore how pricing can include the “true” costs – including societal impacts
• Discover pricing as a tool to increase the take-up of sustainable solutions

Module 6: Pricing from an organisational perspective

• Discover how to structure the pricing process internally

Sounding board: A half-day session to take your business strategy to the next level

• Implement what you’ve learned in your own project
• Introduce your challenge to Vlerick experts and your peers – and gain valuable feedback
• Discover how other professionals and organisations tackle similar questions/challenges in your organisation 

• Define the right pricing strategy for your business – and make a case for it 
• Understand the drivers that create profitable pricing opportunities 
• Solve your own pricing challenges to become more profitable

• Marketing, finance, sales and business development professionals who are responsible for pricing decisions and/or revenue management 
• Managing directors, business owners and entrepreneurs who are facing important pricing challenges  
• Pricing directors, pricing analysts and pricing specialists 

In previous editions, we had the pleasure of welcoming participants from companies like: