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Pricing and Revenue Maximization

2 day(s)


This program is an excellent opportunity for managers and executives to re-think their business models and how they price their services or products.

In this 2-day session, you will have an opportunity to analyse two important questions: how to set the right price and how to motivate the purchase.

Prices do many things: capture value, advertise, engage the mind and the heart. This innovative program summarises the key learning points that can be easily adapted to improve the quality of your pricing strategy. You will have an opportunity to analyse two important questions: how to set the right price and how to motivate the purchase. Through a combination of case studies, pricing simulations, and group discussions, Dr. Bertini will teach you the three Cs of price decisions: company, competitor, and customer but also smart discounting strategy, price leadership, and revenue optimization techniques.


What will you learn to do?

  • Shape a comprehensive pricing long-term strategy
  • Design a revenue model according to the strategy of the organization
  • Determine the role of costs competitors and customers in setting your price
  • Understand the impact that psychological and sociological factors can have on demand
  • Calculate and sell the unique value of a product or service with confidence
  • Respond intelligently to price competition
  • Design smart sales promotion campaigns that boost sales without eroding brand equity
Teaching methods
  • real life case studies
  • group discussion
  • coaching

Target group

Who is the course aimed at?

This program is designed for senior and mid-level executives in Pricing roles, Marketing departments and Sales team interested in pricing strategies to improve the profits of their company.

It should also attract a director of small and medium-sized enterprises.

This program is appropriate for diverse industries, including high technology, pharmaceutical, medical, energy, consulting, and investment banking.


Certficate, diploma

Participants will receive a certificate from the Luxembourg School of Business. LSB is certified by the Ministry of National Education as a lifelong learning training organization and member of AACSB (global business education network and association).

Additional information


“This training is extremely practical and ready to use in our meetings. Full of tips to improve our revenue model” Antoine de Martel – Financial Controller &Risk Manager - KNEIP

“A very dynamic approach of pricing strategy and Marco Bertini is bringing a lot of enthusiasm” Stephane Derrien- Product Development and Sales Senior Manager - SWM International

‘‘Marco brings so much passion and energy to the course. He makes this program, even if it is very complex, easy and clear” Steve Vanacker – LaLux

”I am impressed by how Marco Bertini managed and catch my attention for hours” Laurent Engel - Direction at Administration des Contributions

”It was a great pleasure to participate on this two days program, I highly recommend this training to all managers or CEO of companies” Michel Goncalves de Macedo – Head of Finance and Performance Management FM – BGL BNP Paribas


Dr. Marco Bertini holds a Ph.D. at Harvard Business School. He is also the Department head of Marketing at ESADE, Barcelona. His research and work focus on the question of monetization. Before joining ESADE, Dr. Bertini was a teacher at London Business School for 8 years.

During his career, Dr. Bertini works closely with Air Liquide, Boston Consulting Group, The Coca-Cola Company, Ericsson, ExxonMobil, Hennes and Mauritz, Hewlett-Packard, IBM, Merck Serono, Telekom Austria Group, Vodafone, Unilever and much more.

In 2012, he was nominated for the Business Professor of the Year award, a global competition administrated by the Economist Intelligence Unit.

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Responsibility for the content of this training description lies solely with its author, the training provider Luxembourg School of Business.

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