10 June 2022

Pricing strategies and tactics


Understand the limitations of traditional approaches to pricing, and find out how to create robust pricing strategies which take account of the internal and external environments.

Who should attend?

  • Business leaders and senior managers, particularly accounting, marketing, sales and general management executives.
  • Business analysts, product management and pricing analysts.
  • Business unit managers and managers of subsidiaries to whom pricing decisions are devolved.

What you will gain

  • An overview of the key financial, economic and psychological principles relating to pricing
  • A practical framework for assessing the value of your product or service from the customer's perspective, which will help you make better pricing decisions
  • A critical appreciation of the main contemporary methods of pricing – cost-based, competition-based and market-based, plus an introduction to the value-based approach
  • How to develop a pricing approach using these contemporary methods
  • How to assess pricing strategy from a financial and strategic perspective.

Programme outline

  • Importance of value in buying decisions
  • Price differentiation
  • The value proposition
  • Cost based pricing
  • Competition based pricing
  • Customer driven pricing
  • Three key pricing strategy questions
  • Economic value to customer
  • Calculating value based price
  • Pricing strategy formulation
  • Who should control pricing - sales, marketing or finance?

The course includes case study scenarios which involve analysing different business situations and recommending, with justification, suitable pricing approaches.

The course starts at 9.30am. Lunch and refreshments are included for face-to-face dates.
6 CPD hours (where applicable). 

CIMA work in partnership with BPP Professional Education to offer CPD training courses

Booking Information

Date Location Price
10 June 2022 - 09:30 London Price: GBP 634.00
Member price: £571. Plus VAT on all prices.
14 November 2022 - 09:30 Online Live Price: GBP 634.00
Member price: £571. Plus VAT on all prices.

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Pricing strategies and tactics

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In-house training 
We can develop tailored training programmes to enhance the finance and business skills of staff across your organisation. To discuss how we can meet your learning and development needs please email us.

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If you have any queries please email or phone us on: +44 (0)3300 603400.

The venue for this course will be confirmed 14 days before the scheduled date. 

CIMA work in partnership with BPP Professional Education to offer CPD training courses.  

This course will be delivered by BPP Professional Education Limited (“BPP”).  Accordingly, when you sign up for this course, CIMA will pass on the contact details you have provided to BPP so that they can contact you to complete your booking and process payment.  BPP will process any personal information it collects about you in accordance with its privacy policy, which is available at:

The information provided to BPP will not be used by BPP for marketing purposes.

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