Course curriculum

  • 1
    Welcome
    • Welcome
    • If you'd like to, download or print the slides now
    • Introduction
  • 2
    Chapter One – Price & Value
    • Lesson One – Price & Value
    • Lesson Two – Motivations
    • Lesson Three – Components of price
  • 3
    Chapter Two – Price Differentiation
    • Lesson One – Price elasticity of demand
    • Lesson Two – How many prices?
    • Lesson Three – Value fences
  • 4
    Chapter Three – Price Proposition
    • Lesson One – Define your objectives
    • Lesson Two – Communicating through pricing
  • 5
    Chapter Four – Build Your Pricing Playbook
    • Lesson One – What is a playbook?
    • Lesson Two – Setting up a playbook
    • Lesson Three – Executing your playbook
    • Lesson Four – Review & evaluate
  • 6
    Chapter Five – Forecasting
    • Lesson One – Forecast vs target
  • 7
    Chapter Six – Communicating Value
    • Lesson One – The power of communication
    • Lesson Two – Joint evaluation
    • Lesson Three – Decoy pricing
    • Lesson Four – Anchoring
    • Lesson Five – The pain of paying
    • Lesson Six – Loss aversion
  • 8
    Conclusion
    • Conclusion
  • 9
    Further Reading, and thank you
    • You have now finished the course – Ticketing Essentials
    • End of course survey – you must complete this to receive your certificate