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BUS 72 — Fundamentals of Monetization and Pricing Strategies

Quarter: Spring
Day(s): Tuesdays
Course Format: Live Online (About Formats)
Duration: 6 weeks
Date(s): Apr 13—May 18
Time: 7:00—8:50 pm (PT)
Refund Deadline: Apr 15
Unit: 1
Tuition: $515
Instructor(s): Ray Ranga
Limit: 30
Status: Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet over 6 weeks (instead of 7 weeks), starting on April 13 and ending on May 18. The tuition has been lowered accordingly.
DOWNLOAD THE SYLLABUS » (subject to change)
Spring
Live Online(About Formats)
Tuesdays
7:00—8:50 pm (PT)
Date(s)
Apr 13—May 18
6 weeks
Refund Date
Apr 15
1 Unit
Fees
$515
Instructor(s):
Ray Ranga
Limit
30
Open
Please Note: This course has a different schedule than what appears in the print catalogue. The course will meet over 6 weeks (instead of 7 weeks), starting on April 13 and ending on May 18. The tuition has been lowered accordingly.
DOWNLOAD THE SYLLABUS » (subject to change)
Anyone who brings products to market implicitly recognizes the critical importance of pricing. Getting it wrong can doom a promising product or company. However, many people operate without a rigorous basic understanding of concepts that govern setting or influencing pricing decisions. This course will cover how to establish pricing that will communicate the value of products and services while aligning with your business goals. Students will examine the fundamental concept of value-based pricing, study related topics (licensing, packaging, marketing concepts, and go-to-market strategies), and come to understand various monetization models. Mastery of value-based pricing includes fully assessing market needs, devising optimal product positioning and market segmentation, and understanding the landscape of competitors. Students also will learn such techniques as behavioral pricing, price testing, and how to change pricing depending on changes in product lifecycle or market conditions. Communication of pricing, licensing, and discounting policies must be integrated into broader marketing activities to enhance the perceived value of a product. By the end of the course, students will have learned various pricing strategies and tactics and when to best employ them.

Class sessions will not be recorded.

Ray Ranga, Senior Director of Product Management, Splunk

Ray Ranga heads experiences and monetization at Splunk, and develops pricing and packaging models. Before joining Splunk, he led product management at Exabeam, Vidcie, IntelePeer, and Cisco Systems. He also teaches at UC Berkeley Extension, and he received an MS in electrical engineering from the University of Houston.

Textbooks for this course:

There are no required textbooks; however, some fee-based online readings may be assigned.