Program Experience

Highlights and Key Outcomes

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

  • Think more expansively about pricing
  • Discover new and changing pricing practices, including new approaches to competition
  • Guide purchasing decisions and understand willingness to pay based on the latest consumer psychology insights
  • 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

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 profits 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 gain hands-on experience applying new tools and techniques. Dedicated networking sessions will help you 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:

  • Analytical Foundations for Pricing Decisions
  • Lifetime Value of the Customer
  • Smart Value Pricing in the Age of Big Data
  • Capturing Value through Regression Analysis
  • Pricing a New Product
  • Using Conjoint Analysis to Measure Price Sensitivity
  • Psychological Aspects of Pricing
  • Managing Price Competition
  • Ethical Aspects of Pricing Strategy
  • Channel Pricing in an Omni-Channel World
  • Implementing Pricing Strategy from Start to Finish

Convince Your Supervisor

Here’s a justification letter you can edit and send to your supervisor to help you make the case for attending this Wharton program.

Due to our application review period, applications submitted after 12:00 p.m. ET on Friday for programs beginning the following Monday may not be processed in time to grant admission. Applicants will be contacted by a member of our Client Relations Team to discuss options for future programs and dates.

Who Should Attend

Pricing Strategies is essential for:

  • Executives charged with ensuring overall company profitability
  • Those engaged in launching new products or services
  • Mid- to senior-level executives in product development, marketing, or accounting and finance
  • Those responsible for designing, evaluating, and implementing pricing strategies in both B2B and B2C
  • Entrepreneurs who are working to develop a business model and calculate the value of their product or service
  • Leaders in industries experiencing pricing disruptions and innovations, including but not limited to: medical, fintech, technology, entertainment, and automotive

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

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

Plan your stay in Philadelphia

Plan Your Stay

This program is held at the Steinberg Conference Center located on the University of Pennsylvania campus in Philadelphia. Meals and accommodations are included in the program fees. Learn more about planning your stay at Wharton’s Philadelphia campus.

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.


Raju Jagmohan

Jagmohan Raju, PhDSee Faculty Bio

Academic Director

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

Research Interests: Competitive strategy, pricing, retailing

John Zhang

Z. John Zhang, PhDSee Faculty Bio

Academic Director

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

Research Interests: Channel and retail management, pricing strategies

Herb Hovenkamp

Herbert Hovenkamp, JD, PhDSee Faculty Bio

James G. Dinan University Professor; Professor of Legal Studies and Business Ethics, The Wharton School; Professor of Law, University of Pennsylvania

Raghuram Iyengar

Raghuram Iyengar, PhDSee Faculty Bio

Miers-Busch, W’1885 Professor; Professor of Marketing; Faculty Director of Innovation, Experiential Learning and Research Initiatives, Analytics at Wharton, The Wharton School

Research Interests: Pricing, social influence, social networks


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

Date, Location, & Fees

If you are unable to access the application form, please email Client Relations at

December 9 – 13, 2024Philadelphia, PA$12,500

Download the program schedule, including session details and format.

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Hotel Information

Fees for on-campus programs include accommodations and meals. Prices are subject to change.

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Smart PricingSmart PricingIn this book, find out how innovative pricing strategies can help companies create and capture value as well as customers.Download a free chapter »

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