When you understand and develop the right critical pricing capabilities, you are then able to communicate a more compelling value proposition to your customers and achieve pricing excellence, explains Stefan Michel, IMD Professor of Marketing and Service Management.


Why this online course is for you

To compete successfully in today’s tough business-to-business (B2B) markets, you need to find innovative ways to communicate superior value to your customers. If not, you can quickly lose out to low-cost competitors and shift into the crowded arena of commoditized markets. This means having a conversation with the customer which is not just about the price. This program enables you to:

  • Understand what your customers really want and sell them value rather than attributes
  • Shift to value-based pricing and influence your customers with a superior value proposition
  • Evaluate the total cost of ownership, including price elasticity and segmentation
  • Identify early wins and improve consistency
  • Improve your pricing capabilities and benchmarking competencies


Your profile for this online course

This program is designed for individuals, teams and B2B companies who want to gain a deeper understanding of value-based pricing and develop their critical pricing capabilities.

Online course overview 

You start by delving into a deeper understanding of what B2B customers really want, and how these insights can be used to define a better value proposition. Critical pricing competencies cover several dimensions, such as value-based segmentation, pricing elasticity, pricing psychology and price management. Two separate sessions are devoted to “stupid and smart discounts” and to how to pitch to procurement and prepare for reverse auctions. You will complete the program with a clear understanding of the gaps in your pricing capabilities and with a concrete action plan to secure and increase your company’s profit margin.

Individual assignments, virtual group work, case studies, readings, video summaries, personalized feedback from your program coach, peer reviews with other participants from across the globe, and personal reflection moments – are all combined to stimulate your thinking, unlock new insights, change habits, and firmly embed the learning.



  • You work with a dedicated personal coach to support you throughout your learning journey

  • You can develop a current project from your own business and apply what you learn to your context

  • You get IMD certification and become part of the outstanding professional IMD Alumni network



8 weeks of study, 4-6 hours per week.

The flexible schedule allows you to access the material in your own time and study at your pace. You must successfully complete all weekly assignments in order to finish the program and gain IMD certification. 



Program sessions 2017
PE 1 Closed
PE 2 October 23 - December 15

Fee 2017

CHF 3’900 for individual participants / CHF 3’500 IMD alumni

Corporate Learning Network member corporations receive a number of complimentary seats. If you are applying via your company or corporation, please check internally that you are eligible to apply before submitting your application.

Participant feedback

It’s a particular time in our industry where, for the first time in many years, profitability is not something that we take for granted anymore. So this helped us focus on pricing, in order to improve the bottom line.

Peter Doyle

Commercial Manager Gearbulk USA