Pricing isn’t just a number on a tag; it’s a powerful strategic tool that shapes how customers perceive your brand, impacts revenue, and determines market positioning. This course introduces you to the foundational principles of advanced pricing, showing you how to move beyond cost-based models and leverage pricing to reflect value, capture margin, and drive growth. Whether you’re a startup founder, product manager, or marketing professional, you will learn why smart pricing is central to sustainable success.

You’ll explore a range of proven strategies, including value-based pricing, psychological pricing techniques, and dynamic pricing models. Through real-world case studies from companies like Procter & Gamble, Apple, and Adobe, you'll discover how leading brands align pricing with customer behaviour, brand promise, and market conditions. The course also introduces you to the Pricing Capability Maturity Model, helping you evaluate your current pricing approach and identify clear steps for improving effectiveness and decision-making.

By the end of the course, you will be able to design pricing strategies that reflect customer segments, competitive landscapes, and global markets. You'll gain practical tools for implementing cross-functional pricing governance, optimising subscription models, and adapting prices across regions and channels. Whether you manage pricing directly or influence it through sales, product, or finance, this course gives you the insights and frameworks needed to make pricing a confident and strategic part of your business toolkit. Get started now!

*Some images in this course have been created with the use of Adobe Firefly. All images have been reviewed for quality.