Need some help making your choice? We have a dedicated team available to assist you. They’ll make sure you find the right course to support you in achieving your goals. Call us on +44 (0)1628 427360.



This course explores one of the most important elements of the marketing mix: pricing. We start by moving from cost-plus to value-based models, looking at pricing fundamentals and the impact pricing has on business performance such as profitability and growth and how it matters as much to branding as the buying decision. We will discuss the importance of pricing for customers, both B2C and B2B, through a number of case studies with a view to developing a framework that we can apply ourselves day to day. 

Who should attend?

Marketing executives, managers, and directors who understand that pricing has a profound effect on the way customers perceive their organisation and its products. Delegates leave with a number of practical tips to determine, and communicate, prices to customers. 

Learning outcomes

  • What models help us think about pricing? 
  • Which approach worked (and which didn’t) for well-known brands 
  • How should our prices respond to a downturn? 
  • What is price discrimination? When is it right to adopt it? 
  • Why might prices we charge vary between territories? 
  • Does digital make it harder or easier to charge different prices? 
  • What is the difference between cost plus and value-based pricing? 
  • Which aspects of marketing are affected by the prices we charge? 
  • How the way we communicate price affects what customers think? 
  • How do pricing and discounts affect customer loyalty? 
  • When, if ever, should we adopt a freemium model? 
  • Should you take the high road or the low road? 

Course Dates

Start Date Duration Location
11 Mar 2024 1d Virtual
Add to Basket
Book Now
01 May 2024 1d Virtual
Add to Basket
Book Now

Course Director

Justin Jackson

Justin Jackson is an experienced marketer, running his own agency for twenty years. He has worked for clients as diverse as Aston Martin, Channel 4, Honda, London First, Next, P&O, Sony, the Spice Girls, Verisign, and XIX – as well as consulting for and training hundreds of SMEs. He currently teaches at the University of Oxford, the University of Cambridge, and the University of London as well as for CIM.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.


Are these courses for you?

If so please continue to add any extra courses to your cart or check out.

Want to purchase courses for multiple people or have any other training requirements?
Call us on 01628 427360
Email us at
or click on the 'Need Help' icon that has appeared to the right.