Often, managers treat pricing as a tactical problem. By pricing to cover costs, they undermine profit. By pricing for competitive advantage, they undermine value. In fact, pricing products and services is a strategic challenge that requires insight, analysis, and perspective. This course will introduce senior managers and executives responsible for pricing decisions and approvals to the theory and techniques needed to understand strategic pricing. The course will focus on how to use price to achieve strategic objectives, including successfully introducing new products to the market, responding to significant price competition, and achieving prices that reflect the true value of your products.