天美传媒

Changes in consumer behavior and technological advancements are making traditional pricing strategies less effective. Forward-thinking companies are now leveraging new analytical tools, technologies, and the latest in behavioral research to implement a value-based pricing approach.

If your organization hasn't examined its pricing strategy recently鈥攁nd implemented a value-based approach鈥攊t may be surrendering not only a significant amount of profit but value, both to your company and the customers you serve.

In this program, you'll learn The Chicago Booth Approach to pricing: a customer-centric, value-based, analytical approach to making decisions. You'll gain proven frameworks and incorporate multiple disciplines such as marketing, data science & AI, behavioral science, and microeconomics to increase profitable growth. You'll emerge from the program with a path to monetizing your organization's opportunities in a way that benefits customers, ultimately promoting competitive advantage and significant growth.

By attending, you will:

• Learn how to combine data with the latest AI and analytical tools鈥攑otentially transforming your firm's profitability and ability to compete in the marketplace
• Develop a customer-centric approach to pricing, aligning pricing with each consumer's perceived value and willingness to pay
• Gain insights into how customers make purchasing decisions by leveraging research from the field of behavioral economics
• Determine which data and methods to use to make pricing decisions
• Gain a deeper understanding of how pricing is intertwined with your business goals, customers, and market competition
• Learn how to launch new products at the right price
• Acquire the frameworks to successfully implement a pricing strategy across your organization's multiple brands or product lines

Why this program?

This unique program combines a blend of faculty expertise, case studies, in-class exercises, and networking opportunities with peers around the globe.

• The program's renowned faculty have collaborated with companies such as Lyft and ZipRecruiter, and they've routinely brought The Chicago Booth Approach to the field by running pricing experiments with top organizations that have generated significant upside. You'll learn firsthand from these results.
• Hear from a prominent guest speaker who will share how they've created customer value.
• Network with other executives transforming pricing strategy for their firms, and learn collaboratively with them through case studies, a simulation, and group discussion.

Exclusive Speaker

One of the highlights of this program is a guest speaker from a distinguished practitioner. This leader will share candid insights, lessons learned, and real-world applications connecting theory to practice.

Fall 2025 session speaker: Rajeev Kaul, Global Pricing Director, McDonalds

This program is designed for mid- to senior-level executives responsible for shaping pricing, monetization, and revenue strategies to capture customer value and drive profitable growth. Participants typically come from marketing, finance, product management, sales, operations, analytics, and strategy functions—and represent industries ranging from technology, B2C, and B2B services to manufacturing, consumer goods, and regulated sectors.

Leaders will learn to apply advanced pricing frameworks, behavioral economics, and customer lifetime value analysis to real-world challenges—ensuring pricing decisions translate into sustainable revenue and competitive advantage.Typical Titles: Chief Marketing Officers, Chief Financial Officers, VPs and Directors of Pricing, Revenue Management, Product, Strategy, Business Development, Sales, and Analytics Leaders.

Fit Test: Is This You? You are a business leader who is:

• Designing pricing strategies to balance value, competition, and inflation
• Applying behavioral economics to drive purchasing decisions and fairness perception
• Building customer lifetime value through innovative pricing models
• Aligning pricing with growth strategies across marketing, product, finance, and sales

Economic Value to the Consumer

• Monetizing customer value: A scientific approach to ensure that pricing decisions monetize the commercial opportunity
• A framework to measure value and incorporate value into marketing decisions

Pricing Techniques

• Elasticity analysis, experimentation, conjoint analysis 
• Strategies in times of inflation
• Pricing in a competitive market
• Developing a customer-centric mindset
• Channel pricing
• Segmented pricing: personalized pricing and product line pricing

Behavioral Economics 鈥� the psychology of customer purchasing decisions

• Creating an ideal environment for purchases: choice architecture and nudging
• Present-biased preferences in the market
• Customer attention/inattention to prices
• Loss aversion and pricing
• What makes a price 'fair'?

Customer Lifetime Value 

• CLV analysis and pricing
• Customer capture and retention
• Metered pricing, nonlinear pricing, and volume discount
• System-based pricing strategies

note: curriculum subject to change

What participants say about Pricing for Profitability: Value Creation Strategies

"I believe it is part of our nature to constantly strive to learn and absorb anything and everything we can. Personally, I find it fulfilling to study new topics that I might not be as familiar with and move forward in my career. Studying value creation and pricing decisions were essential for me to contribute to my organization鈥檚 profitability and sustainability." 

鈥擝ridget Brizek, Director, Alverno Laboratories

鈥淭he program is excellent for anyone who wishes to gain a better insight into why companies make strategic decisions from a financial analysis point of view. I learned not only the how but also the why behind key financial decisions.鈥�

鈥擠r. Douglas Hutchens, VP, Global Development and Chief Veterinary Officer, Bayer Animal Health, Bayer HealthCare

鈥淭he Chicago Booth faculty provided a highly engaging and thoughtful program. I am leaving the program with both technical and behavioral strategies that I鈥檓 excited to share with my organization.鈥�

鈥擫ara Schneider, Senior Marketing Manager, Toshiba Corporation

鈥淚 was able to rethink how pricing can be set with the strengths and weaknesses of my product.鈥�

鈥擥C Chew, Head of Business Development and Operations, Conduit

鈥淚 now see pricing in a much higher perspective as an efficient way to optimize my company鈥檚 pricing strategy.鈥�

鈥擪en Lin, CEO & Co-Founder, Abies Asset Management Consulting Co., Ltd.

鈥淚 enjoyed learning something new. I.e., Economic value to the customer, while simultaneously revisiting microeconomics, which I hadn鈥檛 consciously thought of in decades, but now I am with a new perspective.鈥�

鈥擩eff Draper, Vice President, Isco Industries, Inc.

鈥淚 gained a conceptual understanding of how to focus on customer value and competitor reference prices to understand product differentiation first. Then, I could analyze demand at different price points to understand elasticity.鈥�

鈥擩ustin Makinson, Senior Director, Financial Planning & Analysis, Cox Automotive, Inc.

鈥淐hicago Booth鈥檚 rigorous, economic-driven approach deepened my understanding of my firm鈥檚 value proposition and its strategic implications.鈥�

鈥擠aniel H盲usermann, Partner, Homburger AG