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Pricing Strategies: Measuring, Capturing, and Retaining Value

Program 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 is the price strategy program that will change the way you think about pricing. It demonstrates step-by-step processes for developing various strategies and how these approaches can be applied to specific business challenges. It gives participants the confidence to choose the right pricing strategy (and not the one “right price”) and to make a strong case for their decision within the organization.

Read more about the Experience & Impact »

Program Highlights & Benefits

In Pricing Strategies: Measuring, Capturing, and Retaining Value, you will:

  • 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

Contact Us

Schedule a personalized consultation to discuss your professional goals:



July 23 - 26, 2018$8,900

Philadelphia, PA

Download the program schedule, including session details.

Tuition for Philadelphia programs includes lodging and meals. Prices are subject to change.

pricing strategies zhang

Pricing Strategies shows how even a small improvement in pricing can increase profitability, says Co-Academic Director John Zhang.

Still considering your options? View programs within Finance & Wealth Management, Marketing & Sales or use our Program Finder.

Experience & Impact

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

Curriculum from Wharton's MBA program offers a rigorous framework that can be put to use immediately. You will learn best practices from many industries and benefit from 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.

Session topics include:

  • 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–Life Cycle Products

Who Should Attend

Pricing Strategies is essential 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

Fluency in English, written and spoken, is required for participation in Wharton executive education programs unless otherwise indicated.

Group Enrollment

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group enrollment benefits to companies sending four or more participants.

Participant Profile

Participants by Industry

Pricing Strategies participants by industry

Participants by Job Function

Pricing Strategies participants by job function 

Participants by Region

Pricing Strategies participants by region 


Jagmohan Raju, PhD   See Faculty Bio

Academic Director

Joseph J. Aresty Professor; Executive Director, Wharton Co-Sponsorship of Indian School of Business; Professor of Marketing; Vice Dean, Wharton Executive Education

Research Interests: Competitive strategy, pricing, retailing

Z. John Zhang, PhD   See Faculty Bio

Academic Director

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

Research Interests: Channel and retail management, pricing strategies


“The Executive Wharton experience has provided me with a rigorous curriculum, top faculty, and high standards. Today’s executive leadership must continue to develop itself to ensure it stays in best-of-class. Using systems and statistical approaches to business solutions has proven effective over the traditional construction Ouija board method. The Pricing Strategies program faculty has exceeded my expectations with their knowledge across all silos of business — mile deep. I attended this program with my controller and found it invaluable, as we now speak a common language.”

Tony Saldutti

Executive Vice President, Engineering Firm

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