Pricing Strategies: Measuring, Capturing, and Retaining Value

Beijing, China
¥50,000 RMB

Conferences will be presented in English with simultaneous Chinese translation. Accommodations are not included. Prices are subject to change. For related program dates in Philadelphia, visit our main website.

Conference Overview

Studies show that pricing is the most critical profit driver in business, but it is also one of the least understood. Many executives with pricing responsibilities rely on instinct or a simple cost-plus model to set prices, ignoring the complexities inherent in price strategies — and they fail to capture maximum value.

Pricing Strategies: Measuring, Capturing, and Retaining Value will change the way you think about pricing. Presenters will discuss step-by-step processes for developing various strategies and how these approaches can be applied to specific business challenges. These sessions give executives the confidence to choose the right pricing strategy (and not the one “right price”) and offer methods to make a strong case for their decision within the organization.

Wharton Classroom

Highlights & Benefits

  • Think more expansively about pricing
  • Set prices to maximize profit, not just margin or market share
  • Use pricing to communicate value to your customers
  • Gain organizational support for your pricing decisions

Session Topics

  • The Psychology of Pricing
  • The Art of the Price War: Pricing for Profit
  • Price Sensitivity: Why and How It Matters
  • Pricing a New Product
  • Negotiation Strategies in Pricing Decisions
  • Pricing for Short- and Long-Lifecycle Products
  • Smart Value Pricing in the Age of Big Data

Jagmohan Raju, PhD

Joseph J. Aresty Professor; Professor of Marketing; Vice Dean, Executive Education, The Wharton School

Research Interests: Competitive strategy, pricing, retailing

An award-winning professor and internationally renowned pricing expert, Jagmohan S. Raju has taught extensively in Wharton’s MBA, EMBA, and Executive Education divisions. In addition to being the Vice Dean of Executive Education, Raju is the Joseph J. Aresty Professor of Marketing and the former chairman of Wharton’s Marketing department.

His research interests include pricing, strategic alliances, new product introduction strategy, retailing, private labels, and corporate advertising. Raju has consulted extensively with multinational companies on designing pricing strategies and developing launch plans for new products.

He holds a PhD in Business, an MS in Operations Research, and an MA in Economics from Stanford University. He also has an MBA from the Indian Institute of Management, Ahmedabad, and a BTech in Electrical Engineering from the Indian Institute of Technology, Delhi.

Z. John Zhang, PhD

Z. John Zhang, PhD

Tsai Wan-Tsai Professor; Professor of Marketing; Director, Penn Wharton China Center, The Wharton School

Research Interests: Channel and retail management, pricing strategies

A pricing and marketing management expert, John primarily focuses his research on competitive pricing strategies, the design of pricing structures, and channel management. He has taught at the Olin School of Business of Washington University in St. Louis and Columbia Business School. John is the coauthor of the book Smart Pricing: How Google, Priceline and Leading Business Use Pricing Innovation for Profitability.


Wharton’s highly practical approach dispels simplistic thinking about what price is and how to manage it. The conference will discuss tools and techniques based on the latest in theory, consumer psychology, and real-world research (none of which require complex mathematics). Wharton’s global pricing experts will demonstrate how to apply your new knowledge to real business challenges, and help you develop new ways to drive performance and execute strategic pricing plans.

This conference offers a rigorous framework that can be put to use immediately. You will benefit from exposure to best practices from many industries and the experiences and perspectives of a talented group of peers. You will leave knowing how to make better pricing decisions and how to defend those decisions with confidence.

Penn Wharton China Center PWCC opening launch 2015

The Pricing Strategies conference is ideally suited for:

  • Executives charged with ensuring overall company profitability
  • Mid- to senior-level executives in product development, marketing, or accounting and finance
  • Those who are responsible for designing, evaluating, and implementing pricing strategies
  • Entrepreneurs who are working to develop a business model and calculate the value of their product or service

“The Wharton experience has provided me with a rigorous approach, top experts, and high standards. Today’s executive leadership must continue to develop itself to ensure it stays best-of-class. Using systems and statistical approaches to business solutions has proven effective over the traditional method of intuition. The Pricing Strategies presenters have exceeded my expectations with their knowledge across all silos of business. I attended with my controller and found it invaluable, as we now speak a common language.”

—Executive Vice President, Engineering Firm

Penn Wharton China Center

World Financial Center
Chaoyang District, Beijing

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