B2B Pricing Strategy - your learning journey

This online course is 5 weeks long. It's long enough for you to apply to your own working context what you learn and to develop your pricing capabilities.

Unit 1 - Pricing Excellence & Superior Value Propositions

  • Learn about pricing excellence and the distinct capabilities that you must manage
  • Develop a superior value proposition by building in-depth customer insights
  • Look at who your customers are and what they really want and how a convincing value proposition connects the benefit of your offer to the value your customers’ desire

Unit 2 - From Cost-Based & Competition-Based to Value-Based Pricing

  • Competition-based and cost-based pricing strategies
  • Implementation of value-based pricing
  • 4 strategies for value-based pricing success

Unit 3 - Pricing Psychology

  • How pricing psychology applies to decision-making and its impact on your work as a “perception manager”
  • Learn key psychological principles and concrete examples of what drives buyers to make decisions
  • Improve the way your company frames its offer

Unit 4 - Discounts, Waterfalls, Pitches & Auctions

  • “Unlearn” and ban the word commoditization
  • Look at why executives overestimate their maximum price level and underestimate their ability to increase their prices
  • Learn strategies to prepare for pitches and reverse auctions

Unit 5 - Pricing Capabilities

  • Consolidate the information gathered throughout the program
  • Explore the capabilities needed to achieve pricing excellence
  • How you can personally put them into action


IMD complies with applicable laws and regulations, including with respect to international sanctions that may be imposed on individuals and countries. This policy applies to all applications for IMD programs from individuals or organizations, and any commercial or non-commercial partnerships.