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Course Description

Your financial reward from hard work on designing a product and setting up distribution channels comes when customers make a purchase and hand over money. Setting prices that are right for your customers as well as your company is therefore a critical element of your strategy. In this course, you will explore several pricing models and discover what it takes to establish pricing levels that result in sales and enable your company to succeed. Working with your team, you will help to determine an appropriate pricing structure for your product and add a description of it to your group's Go-To-Market Plan.

The following courses are required to be completed before taking this course:

  • Key Performance Indicators for Marketing
  • The Customer Journey and Segmentation
  • Targeting and Positioning
  • Product Design and Testing
  • Setting Up Distribution Channels

Faculty Author

Stijn van Osselaer

Benefits to the Learner

  • Identify factors that go into pricing
  • Consider how to ask prospective customers about pricing options
  • Determine prices and price structure
  • Calculate a product's economic value to the customer and compute an appropriate price
  • Use analytics to assess customer input on pricing

Target Audience

  • Marketing managers
  • Product managers
  • Entrepreneurs and small business owners
  • Anyone responsible for bringing a product to market
  • Non-marketing professionals and business leaders looking to develop customer strategy

Applies Towards the Following Certificates

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Enroll Now - Select a section to enroll in
Type
2 week
Dates
Oct 15, 2025 to Oct 28, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Nov 12, 2025 to Nov 25, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
Type
2 week
Dates
Dec 10, 2025 to Dec 23, 2025
Total Number of Hours
14.0
Course Fee(s)
Regular Price $999.00
Section Notes

IMPORTANT COURSE INFORMATION

  • Please note the content in the Marketing Strategy course curriculum was developed to be completed in sequential order as course concepts build throughout the program. With this in mind, please be sure you are scheduled to complete or have completed the courses in order. For example; JCB591 prior to JCB592, JCB592 prior to JCB593, etc. 

  • This series includes a year of free access to Symposium! These events feature various live, highly participatory virtual Zoom sessions with Cornell faculty and experts to explore today’s most pressing data science topics. Throughout the year, you may participate in as many sessions as you wish. Attending a Symposium is not required to successfully complete the certificate program.
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