Value Optimization: Strategic Pricing & Revenue Growth

Value Optimization: Strategic Pricing & Revenue Growth

Location

MST 1035

Duration

Online / In-class

5 Days

Contact with our Team

Sector:

Marketing & Communications

Technical Focus Area:

Strategic Brand Management & Positioning

About the Course

This course provides a structured and practical introduction to value-based pricing, starting from core concepts such as Economic Value to the Customer (EVC) and perceived value drivers. Participants learn to contrast value-based pricing with cost-plus and competitor-based approaches, understanding the strategic benefits and organizational requirements of adopting a value-centric mindset. Through real examples and case scenarios, the program illustrates how leading companies use value-based pricing to increase revenue, margins, and customer alignment.

Building on this foundation, the course dives into customer insight and value discovery techniques. Participants explore methods like interviews, willingness-to-pay surveys, van Westendorp techniques, conjoint analysis, and basic choice modelling to uncover what different segments truly value and how much they are willing to pay. They then learn to translate these insights into pricing models—such as tiered, outcome-based, and performance-based structures—that are tailored to the economics and expectations of each segment.

The program also addresses testing, governance, and continuous improvement. Learners design pricing experiments and pilots, align sales incentives and discounting guidelines with the value strategy, and set up metrics and governance for ongoing optimization. By the end of the course, participants will be ready to contribute to or lead value-based pricing initiatives, supported by practical templates, scenarios, and decision frameworks.

Learning Milestones

By the end of this course, participants will be able to:
- Understand the principles and business case for pricing by customer value.
- Identify customer segments and map their perceived value drivers.
- Apply methods to measure willingness to pay and economic value to the customer.
- Build value propositions that justify premium pricing and higher margins.
- Design and test pricing experiments, including A/B tests and pilots.
- Create go-to-market price structures and packaging for services and products.
- Align sales incentives, discounting, and change management with a value-based approach.
- Interpret pricing metrics to monitor revenue, adoption, margin, and churn impacts.
- Present pricing decisions with a clear, data-backed business rationale to senior stakeholders.

Professional Audience

- Product managers seeking to increase revenue and profitability.
- Pricing managers and analysts responsible for price-setting and optimization.
- Marketing leaders involved in positioning, value communication, and segmentation.
- Sales managers and commercial leaders negotiating value-based deals.
- Business developers and consultants leading or advising on pricing transformations.

Modular Syllabus

Foundations and Business Case for Value-Based Pricing

- Defining value-based pricing and contrasting it with cost-plus and competition-based approaches
- Explaining Economic Value to the Customer (EVC) and its core components
- Understanding customer perceived value and behavioral decision drivers
- Identifying organizational capabilities required for pricing by value
- Recognizing common pitfalls and barriers to value-based pricing adoption
- Reviewing real-world examples that demonstrate theory-to-practice translation
- Discussing when value-based pricing is most effective (industries, models, maturity)
- Activity/workshop: Mapping current pricing approach vs. a value-based pricing opportunity

Customer Insight, Value Drivers, and Willingness to Pay

- Mapping customer segments and value drivers through interviews and discovery sessions
- Designing willingness-to-pay surveys and van Westendorp price sensitivity analyses
- Applying basics of conjoint analysis and choice modelling for bundles and options
- Building persona-driven value maps for different buyer and user types
- Translating qualitative insights into quantified value metrics and hypotheses
- Establishing data collection plans for ongoing learning and validation
- Linking customer value drivers to potential pricing metrics (usage, outcomes, tiers)
- Exercise: Drafting a value map and WTP research plan for a specific product or service

Pricing Models, Value Quantification, and Revenue Scenarios

- Constructing an Economic Value to Customer (EVC) template and calculation flow
- Building simple price elasticity models and interpreting demand responses
- Modelling revenue and margin scenarios across segment-weighted uptake
- Designing tiered pricing frameworks, add-ons, and feature packaging rules
- Exploring performance-based and outcome-based pricing structures
- Developing a scorecard to compare alternative pricing models and trade-offs
- Considering pricing fences and rules to support value capture across segments
- Case study: Evaluating and refining pricing models for SaaS or B2B contracts

Testing, Implementation, and Go-to-Market Execution

- Designing pricing experiments and A/B tests for price points, bundles, and messages
- Planning pilots with control groups, clear hypotheses, and measurable KPIs
- Preparing sales enablement materials that communicate differentiated value
- Aligning discount policies, approvals, and negotiation guidelines with value rules
- Setting launch tactics for phased rollouts and monitoring early signals
- Addressing legal, billing, and contract implications of new pricing structures
- Managing internal communication and change management for pricing shifts
- Group activity: Building a test-and-launch roadmap for a new value-based pricing design

Governance, Metrics, and Continuous Pricing Optimization

- Defining pricing governance roles, ownership, and cross-functional decision flows
- Tracking key pricing KPIs (ARPU, conversion, churn, win-rate, margin, lifetime value)
- Using dashboards to monitor performance versus planned revenue scenarios
- Running periodic “price-health” diagnostics and root-cause analyses
- Institutionalizing learning loops from experiments into pricing policies and playbooks
- Scaling pricing capabilities through training, tools, and process standardization
- Integrating pricing into broader product, sales, and strategy governance
- Capstone: Presenting a value-based pricing strategy, including model, metrics, and governance plan

Course Dates & Prices

Location	Starting Date	Price
Dubai (UAE)	29/12/2025	2999 $
Online	05/01/2026	2299 $
Online	05/01/2026	2299 $
Dubai (UAE)	12/01/2026	2749 $
Dubai (UAE)	12/01/2026	2999$
Cairo (Egypt)	19/01/2026	2749 $
Online	19/01/2026	2299 $
Online	26/01/2026	2299 $
Muscat (Oman)	29/01/2026	2999 $
Dubai (UAE)	02/02/2026	2999 $
Muscat (Oman)	16/02/2026	2999 $
Online	16/02/2026	2299 $
Online	23/02/2026	2299 $
Dubai (UAE)	23/02/2026	2999 $
Online	02/03/2026	2299 $
Online	09/03/2026	2299 $
London (UK)	09/03/2026	3499 $
Dubai (UAE)	09/03/2026	2999$
Online	16/03/2026	2299 $
Istanbul (Turkey)	16/03/2026	2999 $
Dubai (UAE)	16/03/2026	2999 $
Online	23/03/2026	2299 $
Kuala Lumpur (Malaysia)	23/03/2026	4099$
Doha (Qatar)	23/03/2026	2999 $
Kuala Lumpur (Malaysia)	30/03/2026	4199$
Online	30/03/2026	2299 $
Dubai (UAE)	06/04/2026	2999$
Istanbul	06/04/2026	2749 $
Online	06/04/2026	2299 $
Dubai (UAE)	13/04/2026	2999$
Cairo (Egypt)	13/04/2026	2749 $
Online	20/04/2026	2299 $
Dubai (UAE)	27/04/2026	2999$
Online	27/04/2026	2299 $
London (UK)	27/04/2026	3499 $
Istanbul (Turkey)	04/05/2026	2749 $
Dubai (UAE)	04/05/2026	2999$
Kuala Lumpur (Malaysia)	11/05/2026	4099$
Online	11/05/2026	2299 $
Doha (Qatar)	11/05/2026	2999 $

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