• Anytime
    Application Deadline
  • 1 month


The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales--if you know what your customers are willing to pay and can leverage psychology to create better deal and discount plans.  In this Customer Value in Pricing Strategy Course offered by Coursera in partnership with University of Virginia we'll show you how to price a product based on how your customers value it and the psychology behind their purchase decisions. Led by Darden faculty and Boston Consulting Group global pricing experts, this course provides an in-depth understanding of value-based pricing and how to use it to capture more revenue.

By the end of this course, you'll be able to...

  • Apply knowledge of customer value to price products
  • Leverage core value-based pricing techniques to inform pricing decisions
  • Measure customer willingness to pay using models (surveys, conjoint analysis, other data)
  • Use knowledge of consumer psychology to set prices beneficial to both consumers and sellers

Detailed Programme Facts

  • More details:  This course is offered on a rolling basis.
  • Programme intensity Part-time
    • Average part-time duration 1 months
    • Intensity 2 hrs/week
    • Duration description
      4 week so study, 2-3 hours/week
  • Languages
    • English
  • Delivery mode
  • More information Go to the programme website

Programme Structure

Course Structure:
  • Understanding Customer Value
  • Implementing Value-based Pricing
  • Measuring Customer Preferences
  • Considering the Human Nature of Customers

English Language Requirements

This programme may require students to demonstrate proficiency in English.

Academic Requirements

Our target learners have an interest in business and marketing. With an undergraduate or graduate degree, they are looking to advance in their career or deliver more value in their current role and might someday pursue an advanced business degree. They take initiative and are proactive in developing new skills and competencies to achieve career objectives, develop professionally and expand their knowledge bases.

Tuition Fee

  • International

    79 USD/module
    Tuition Fee
    Based on the original amount of 79 USD per module and a duration of 1 months.
  • National

    79 USD/module
    Tuition Fee
    Based on the original amount of 79 USD per module and a duration of 1 months.
We've labeled the tuition fee that applies to you because we think you are from and prefer over other currencies.
The programme is self-paced and the cost per month is 79$.


Check the programme website for information about funding options.

StudyPortals Tip: Students can search online for independent or external scholarships that can help fund their studies. Check the scholarships to see whether you are eligible to apply. Many scholarships are either merit-based or needs-based.

The Global Study Awards: get funded with up to £10,000 to study abroad

Together with the ISIC Association and British Council IELTS, Studyportals offers you the chance to receive up to £10000 to expand your horizon and study abroad. We want to ultimately encourage you to study abroad in order to experience and explore new countries, cultures and languages.