Pricing for Profitable Decision-Making

The program explores conceptual frameworks and practical applications relevant to successful pricing strategies from three perspectives: the customer, the competition, and the corporation.

Feb. 10–12 / 8:00 a.m. - 4:30 p.m. / $2,900
  • Overview
  • Objectives/Topics
  • Audience
  • Faculty
  • Program Details

In today's competitive environment, pricing has emerged as a critical business competency. Executives in consumer, industrial, and service sectors must be prepared to face complex challenges and to leverage pricing in order to capture the greatest market advantage. The Strategic Pricing program provides a template for pricing decisions and practical guidance for formulating pricing strategy.

Led by Mark Bergen, Carlson School Professor of Marketing, noted author and pricing strategist for numerous Fortune 500 companies, the program will emphasize the importance of developing pricing as a strategic capability. The program design integrates all three perspectives in pricing strategies and decisions using economic and psychological principles. Pricing issues relevant for business-to-business as well as business-to-consumer marketing will be covered.

  • Identify causes and characteristics to allow managers to effectively fight a price war
  • Build strategic pricing capabilities within your company
  • Develop a template that provides a structure for identifying the most profitable pricing opportunities
  • Examine current pricing issues and practices under the direction of pricing experts in a practicum environment


  • Build pricing as a strategic capability
  • How to fight a price war
  • Psychological issues in pricing
  • Value-based pricing
  • Price sensitivity
  • Pricing tactics to segment markets
  • The pricing factory
  • Pricing to and through a supply chain
  • Legal aspects of pricing
Ideal candidates are managers and executives with responsibility for setting, recommending, or approving pricing decisions and pricing policy. Appropriate titles include: vice president, director, or manager of marketing, pricing, sales, finance, marketing research, brand development, or business development. To gain the most benefit for your organization, several managers are encouraged to attend together.
Mark E. Bergen Mark E. Bergen, the Carolyn I. Anderson Professor of Business Education Excellence and Professor of Marketing, Carlson School of Management, University of Minnesota
Georg Muller Georg Muller, Carlson Executive Education Instructor
Seth Warner, Carlson Executive Education Instructor
William L. Sippel William L. Sippel, Carlson Executive Education Instructor

Executive Education
Carlson School of Management
University of Minnesota
321 19th Ave. S.
Minneapolis, MN 55455-0438

Teaching Approach
This three-day program provides an intense and exciting learning environment. It is highly interactive and features case studies, lectures, individual readings, and group discussions.



Register and pay:
7 plus weeks prior

6 weeks prior $3,500
1 week prior $4,000


Program Details

Request Program Details (pdf)


"Our organization performs very well in its industry, yet we learned what opportunities were being left behind. The Strategic Pricing course was excellent in theory and application. The faculty were knowledgeable, available, and even effusive. Well worth the investment in time."

-Philip D. McKenzie
Vice President, Business Systems
Digi-Key Corporation

"The Strategic Pricing course provided very practical information broken into pieces that made using it less daunting. The presenters were experts who were great at talking to generalists."

– Jennifer Gillespie
Vice President & Actuary, Underwriting
Blue Cross Blue Shield of MN

"My company is small, family-owned, and service-based. Initially, I was concerned the course may not be relevant to my pricing issues. However, I was pleasantly surprised that I was provided with valuable concepts that I can immediately implement upon my return. I highly recommend this course for companies of all sizes."

– Don Berg, Jr.
Clinical Supplies Management

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321 Nineteenth Ave. S., Minneapolis, MN 55455 | 612-625-0027 | 877-625-6468