Strategic Pricing

Price with confidence and approach pricing as a strategic asset by implementing a combination of intelligent pricing policies and creative thinking.

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Approach pricing as a strategic asset by implementing a combination of intelligent pricing policies and creative thinking. Pricing is the crucial driver of revenue and profitability. Everything in marketing ultimately boils down to price. Yet most firms lack confidence in their pricing, taking the pricing status quo as “given.” Develop a framework that relies upon “smart pricing” to allow managers to integrate different tools, ideas and techniques to create value. With a special emphasis on B2B markets, the class brings together analytical insights to generate a “toolkit” that can be used to answer important questions including how to customize prices, how to get the most out of price negotiations with customers, and how to develop the right response to a price war.

This class is available for university credit. Please contact Lynn Slattery at or 512.471.5893 for more information.


Develop the skills and strategies to make high-level decisions and to execute with confidence company-wide.

Two-Day Concentrated Program

Registration begins at 8:00 a.m. and class runs 8:30 – 4:30 both days with a one-hour networking lunch included.

Austin, Texas

Enjoy proximity to the vibrancy of the campus and downtown Austin, and the innovative, business-friendly environment of the city.


  • Apply pricing tools to understand demand sensitivity and competitive reactions
  • Create value through price customization using segmentation and targeting
  • Recognize when to use pricing formats like non-linear pricing, promotions, bundling and versioning
  • Create value and manage capacity using dynamic pricing
  • Discuss the impact of behavioral biases on pricing
  • Develop and apply technological tools in an organization-wide system for smart pricing
  • Avoid common pricing mistakes
  • Price with confidence


  • Smart pricing framework
  • B2B markets
  • Price negotiations
  • Developing a response to a price war

Additional Information

CEUs: Participants earn 1.4 CEUs and/or 14 CPEs for this course. A certificate of completion will be presented from Texas Executive Education.
Course Credits: 1.00
Hotel Information: Texas Executive Education classes qualify for discounted hotel room rates at the AT&T Executive Education and Conference Center on a limited basis. Discount code will be provided via email after class registration.


Ben Bentzin

Ben Bentzin is a Lecturer in Marketing at the University of Texas at Austin McCombs School of Business and co-founder/CEO of Interactive Health Technologies, LLC,, an Austin company offering digital technologies for assessing physical fitness and motivating children and adults to self-manage their wellness.

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Raghunath Rao

Raghunath Singh Rao is an Associate Professor affiliated with McCombs School of Business at the University of Texas at Austin.

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More Testimonials

  • "It is always worth stepping back and evaluating whether current and historical practices are still providing maximum value."

    - Adam Price, Director of Sales & Marketing Operations, MarketStar

  • "The mix of theory and application of concepts is real. Gave opportunity to validate certain organizational practices and tools to challenge historical norms."

    - Matthew Inderlied, Sr. Vice President, Customers, FBD Partnership, LP

  • "Solid introduction to pricing concepts."

    - Sam Newey, VP of Business Development, MarketStar

  • "This is a very interesting class for anyone who makes or influences decision on pricing. It will make you think critically about the current methods employed by your business."

    - Nicolas J. Hauser, PhD, Product Management / Reference Materials Applied Solutions SMI, MilliporeSigma

  • "Great class to understand pricing ideas and philosophy."

    - Jason Ingersoll, Vice President, Sales and Marketing, Archrock

  • "Class is a good balance of theory/classroom with practical real-world applications."

    - Nathaniel A. Link, Director of Product Marketing, FBD Partnership, LP

Upcoming Sessions

There are no In-Person sessions scheduled at this time. For more information about the next class date, please contact us at or 512-471-5893.