Course curriculum

1
Welcome
 Welcome
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 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