Module 9


  • Price thermometer
  • Four levels of profitability
  • Volume vs Value
  • Danger of discount

This session explores the role of pricing in driving both external impact and internal profitability. We’ll look at the pricing thermometer (Dollan & Gourville), post-purchase perception and look at how to conduct reliable pricing research.

We’ll also look at how some of the world’s leading brands including Amazon, Ryanair and Coca-Cola tackle their pricing strategy.

  • Module length: 45 mins
  • Readings: 4
  • Study time: 2 hrs