Pricing Strategy Implementation and Management


David Ward, 26.09.2014, M6 Educational Centre

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Seminar overview

The purpose of this workshop is to develop a strategic view of pricing that goes beyond traditional cost accounting models. In particular, this workshop will look at the role price plays in influencing consumer behaviour, as well as how price can be used as source of competitive advantage.
The workshop will consist of a series of “mini-lectures” where the main concepts will be discussed, but delegates will also be involved in a Q&A. Then delegates will work in small groups on case studies to apply these concepts; followed by a feedback and discussion.

Who Should Attend

Middle and senior level managers from all types of organizations.

How will you benefit?

· Analyse the role price plays in influencing customers
· Examine the factors that influence the pricing of goods and services
· Evaluate and apply a range of pricing approaches and strategies

11:00 – 11:30 Registration and Coffee

11:30 – 13:00 Module 1
An introduction to the role of pricing

Workshop ¬¬activity: understanding my own organisation’s approach to pricing. Identifying how customers respond to pricing

13:00 - 13:15 Coffee Break

13:15 – 14:45 Module 2
Developing the basis for a price strategy: drivers for pricing strategy

Workshop activity: Internal and external drivers of price in context

14:45 - 15:30 Lunch Break

15:30 – 17:00 Module 3
Evaluating alternative pricing strategies

Workshop activity: case study

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David Ward
David is a senior lecturer in marketing. Prior to entering academe, David worked for over 20 years in marketing management with both blue-chip and early-stage companies. This included major product and service launches in the UK; the development of a global relationship management programme; rebranding an international education services provider; launching a cash-generative e-commerce venture; and developing award-winning sales literature.

David became a full-time academic in January 2008, lecturing in Marketing at University level and for the Chartered Institute of Marketing.

David has an MBA from Manchester Business School and a BA (Hons) in Marketing & German from Lancaster University.

Teaching Responsibilities
Marketing theory, consumer behaviour, marketing research, entrepreneurial marketing and pricing, at undergraduate and Masters level. He also supervises a number of undergraduate and post-graduate dissertation students.

Research Interests
Digital marketing strategy, personalisation and pricing. David supports Portsmouth Business School in its external consultancy and has worked on several projects, including a project to identify new market opportunities for an international power supply company; and a marketing research project focusing on student media.
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