IIM Ahmedabad - Pricing for Profit (0-30 yrs)

Course Snapshot
  • FeeINR 1,35,000 + ST
  • Work Experience0 - 30 Years
  • Duration5 Days
  • Delivery MethodClassroom
  • Reg. End Date25 Sep 2017
  • Course Starts On09 Oct 2017
  • Course Closes On13 Oct 2017
Course Detail

About IIM Ahmedabad

IIM-A was set up by the Government of India in collaboration with the Government of Gujarat and Indian industry as an autonomous institution in 1961. The Institute provides education, training, consulting and research facilities in management

Programme Objectives

To understand how consumers think about prices and to improve participants' understanding of pricing approaches.
> To develop a systematic framework for assessing, formulating and implementing pricing approaches.
> To develop a proactive approach to pricing.

Pricing decisions are affected by economic, marketing, organizational and psychological factors and must be made within a prescribed legal framework.
The programme revolves around:
(a) understanding how one may go about making effective pricing decisions while keeping in mind these factors
(b) understanding the strengths and weaknesses of different pricing approaches
(c) developing the thinking to choose the right pricing approach and right price level and
(d) implementing the price approach in the face of competitive situations and reactions.


Apart from lectures, case discussions, role plays, presentations and group discussions, the programme will provide an opportunity to the participants to see current pricing approaches in different industries. There will also be group work to develop pricing.


> Goutam Dutta
> Shailesh Gandhi
> Arnab Laha
> Ashis Jalote Parmar
> Piyush Kumar Sinha
> Prantosh Banerjee

Study Center(s)

The programme will be held at the Indian Institute of Management Ahmedabad. Participants would get a full board and air-conditioned single room accommodation on the Institute campus. IIMA norms do not allow participants to have guests stay with them during the programme.

Desired Candidate Profile

This programme aims at orienting senior managers of private and public sector firms toward setting and managing the right price levels for their products and services. Managers could be from the marketing, finance, information technology areas or from general management. Managers who are engaged in developing pricing systems and approaches in consumer markets and industrial markets would find this programme useful. Sample industries include hotels, airlines, energy, cruise liners, automobiles, fast moving consumer goods, switchgears, restaurants, internet service providers, consumer appliances, computers, bulk drugs, retailing, and petroleum products, among others, who would find this programme especially useful.

Course Modules

Module 1: Determining value and price response models
Module 2: How customers view and react to prices
Module 3: Neurophysiological insights into pricing
Module 4: Costing, breakeven analysis and reacting to high volatility in costs
Module 5: Different approaches to pricing
Module 6: Value-based pricing
Module 7: Dynamic pricing
Module 8: Bundling
Module 9: Two-part pricing
Module 10: Everyday low price (EDLP) and promotions
Module 11: Pricing in the organized retail context
Module 12: Sales force and pricing
Module 13: Price framing, signalling and price wars
Module 14: What is the 'right' approach and 'right' price level
Module 15: Organizing for and implementing the right pricing