Estrategia de precios

Go to Course: https://www.coursera.org/learn/estrategia-precios

Introduction

# Course Review: Estrategia de Precios In the ever-evolving world of marketing, few elements hold as much influence over consumer behavior and business success as pricing strategy. If you're an aspiring marketer, business owner, or simply someone intrigued by the nuances of pricing, Coursera's course *Estrategia de Precios* offers a comprehensive exploration of this vital subject. ### Overview *Estrategia de Precios* delves into the intricacies of pricing strategies, making it clear that setting prices isn't just a business task but a strategic maneuver that can dictate profitability. The course is designed to help participants understand pricing concepts, techniques, and the psychology behind consumers' willingness to pay. It prepares learners to analyze how companies capture not only value but also revenue through effective pricing strategies. ### Course Syllabus Breakdown 1. **La fijación de precios y la curva de la demanda:** This module lays the foundational understanding of pricing's critical role in enhancing profitability. Learners will gain insights into how to set prices based on customer insights, competitive landscapes, and costs. By the end of this module, students will confidently utilize pricing elasticity and optimal pricing strategies across their offerings. 2. **Determinando la disposición a pagar:** Understanding a customer's willingness to pay is crucial for effective pricing. This module introduces four distinct methods to assess willingness to pay, including market data, observational experiments, and customer surveys. The knowledge gained here empowers learners to identify optimal pricing structures that resonate with target audiences. 3. **Discriminación de precios:** Not all customers are created equal; thus, businesses often implement price discrimination strategies to maximize revenue. This module examines the methods and advantages of price discrimination, equipping learners with the tools to apply this strategy to their products and services effectively. 4. **La psicología de los precios:** The final module dives into the psychological aspects of pricing. Here, learners will discover techniques to enhance perceived value and minimize perceived cost to consumers. Various experimental approaches will reveal how pricing affects consumer perception and behavior, unveiling tactics to increase sales and profitability. ### Why You Should Enroll 1. **Expert Guidance:** The course is taught by industry experts who bring practical knowledge, ensuring that theoretical concepts are well-grounded in real-life applications. 2. **Flexible Learning:** Being hosted on Coursera, the course provides a flexible learning environment. You can progress at your own pace, revisiting materials as needed. 3. **Hands-On Experience:** Engage in experiments and practical applications that help solidify the concepts learned, allowing for a more impactful learning experience. 4. **Valuable Networking:** By joining this course, you’ll have the opportunity to connect with a global community of learners, sharing insights and perspectives that can enhance your understanding further. 5. **Applicable Skills:** The skills and knowledge gained in this course are universally applicable across industries, making it an excellent investment for anyone looking to bolster their marketing prowess. ### Conclusion Overall, *Estrategia de Precios* serves as a vital resource for anyone interested in understanding the art and science of pricing. Its structured approach, combined with interactive elements and expert insights, makes it an invaluable tool for driving business success. Whether you're a marketing professional, entrepreneur, or simply keen on mastering pricing strategies, I highly recommend enrolling in this course on Coursera. Unlock the potential of optimized pricing and take your marketing strategies to the next level!

Syllabus

La fijación de precios y la curva de la demanda

En este módulo, empezaremos por la importancia de la fijación de precios, en especial, para el resultado neto. Teniendo esto en mente, y tras demostrar cómo la fijación de precios es el factor conductor más importante de la rentabilidad, cuando termine este módulo podrá llevar a cabo fijaciones de precios basadas en clientes, en la competencia y en costes. Asimismo, podrá utilizar los conceptos de elasticidad del precio y el precio óptimo al fijar los precios de sus productos y servicios.

Tras finalizar este módulo, podrá aprovechar los cuatro métodos distintos para determinar la disposición a pagar de los clientes. Ya se utilicen opciones como datos de mercado o experimentos (basados en observación) o encuestas a expertos o clientes (basadas en encuestas), podrá utilizar esta información para identificar el precio óptimo.

Lo que vemos en el mundo real es que las empresas no cobran un mismo precio por todos sus productos, sino más bien que fijan precios distintos para productos diferentes con respecto a los diversos segmentos de clientes. Tras estudiar las ventajas de la discriminación de precios (y el significativo potencial en cuanto a ingresos y beneficios que conlleva), podrá determinar qué tipo de discriminación de precios implantar la en sus productos y servicios y la forma de hacerlo.

En este módulo final, trataremos de la psicología que hay detrás de la fijación de precios. De esta forma, podrá «manipular» a los clientes de modo que perciban un valor superior en los productos y servicios que produce, o les cueste menos pagar el precio de compra de sus productos. Tendrá a su disposición diversas maneras de maximizar sus ventas, ingresos y rentabilidad. También realizaremos un par de experimentos con clientes voluntarios para ver cómo el precio afecta en las percepciones, y cómo puede beneficiarse de ello.