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Course Description

How do you set a price that will earn you a handsome profit but won't turn customers away?

In this course, you will examine how an understanding of consumer behavior can help you set the optimal price for a product. You'll explore four behavioral pricing strategies and have a chance to apply them to your products. You'll also consider several real-world examples of how organizations have successfully employed behavioral pricing strategies.

You are required to have completed the following courses or have equivalent experience before taking this course:

  • Introduction to Behavioral Science
  • Drivers of Consumer Behavior: Attention, Emotion, Coherence

Faculty Author

Manoj Thomas

Benefits to the Learner

  • Examine different approaches to pricing
  • Determine what makes a price coherent
  • Explore behavioral pricing strategies
  • Reduce the pain of paying

Target Audience

  • Marketers
  • Brand managers
  • Product managers
  • Engineers and software developers
  • Tech leaders
  • Project managers
  • UX and web design professionals
  • Entrepreneurs

Applies Towards the Following Certificates

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Cornell’s Johnson Graduate School of Management
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