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Pricing Strategy and Revenue Management

Price is the fastest lever on profit and the one most organisations set by adding a margin to cost, which ignores what the customer is willing to pay and what competitors are doing. This course covers setting it deliberately. Delegates work through cost, competitor and value based approaches and when each applies, willingness to pay and the research that estimates it, and price structure including tiers, bundles and the options that shape a choice. Discounting is addressed directly, since discretionary discount usually costs more margin than any competitor. Price increases and how to implement one without losing the account are covered. Segment and channel pricing follow. The course closes on measuring price performance and on the legal limits around pricing conduct.

3 day course

Course objectives

  • Apply cost, competitor and value based pricing appropriately
  • Estimate willingness to pay through structured research
  • Design price structures using tiers, bundles and options
  • Control discretionary discounting and quantify what it costs
  • Implement a price increase without losing the account
  • Price differently across segments and channels defensibly
  • Measure price performance and stay within legal limits

Who should attend

  • Pricing and revenue managers
  • Sales leaders authorising discounts
  • Product and commercial managers
  • Finance staff analysing margin
  • Business owners setting their own prices

Course outline

  1. 01Cost plus a margin, ignoring the customer
  2. 02Cost, competitor and value based approaches
  3. 03Willingness to pay and how to estimate it
  4. 04Price structure, tiers and bundles
  5. 05Discounting and its real cost
  6. 06Implementing a price increase
  7. 07Segment and channel pricing
  8. 08Measuring performance and legal limits

Scheduled sessions

Scheduled sessions for Pricing Strategy and Revenue Management
DatesVenueFormatPriceRegister
2 to 4 December 2026Lusaka, ZambiaClassroomUSD 995 per delegate
9 to 11 December 2026Pretoria, South AfricaClassroomR14,950 per delegate
14 to 16 December 2026Harare, ZimbabweClassroomUSD 995 per delegate
13 to 15 January 2027OnlineOnlineR6,500 per delegate
3 to 5 February 2027Johannesburg, South AfricaClassroomR14,950 per delegate
15 to 17 February 2027Cape Town, South AfricaClassroomR14,950 per delegate

Pricing Strategy and Revenue Management

From R6,500

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