Evidence Based Pricing for Profit Program

Improve your pricing strategies using data analysis. Learn up-to-date best practices. This 2-day program will link quantitative and qualitative considerations for improving your bottom line through pricing.

You’ll learn how to build pricing strategies and tactics using quantitative analytical methods. This includes identifying the most appropriate sources and uses of big data and not-so-big-data in your industry.

You’ll also learn current pricing best practices, based on different competitive conditions. The program provides a framework to guide your implementation of pricing strategies in your company.

The program is very interactive. There will be group discussions about case examples and frameworks. Plus, you’ll be introduced to pricing simulation tools developed by Harvard Business School and MIT.


  • Today’s pricing landscape.
  • Finance basics for pricing (margin and break-even analysis, price sensitivity).
  • Pricing foundations review.
  • Value-based pricing: The economic value to the customer (B2B).
  • Transaction pricing: Using price waterfall analysis to maximize contract ROI.
  • Market value pricing: Identifying the price that captures your offering’s full incremental value.
  • The data spectrum: Big Data (B2C) and Not-So-Big-Data (B2B).
  • Using data for pricing.
  • Implementing pricing strategies at your company.

Alain Meloche & Vernon Lennon

Alain MelocheAlain has over twenty years of experience advising executives on strategic & pricing issues. He began his consulting career at Larson & Company, a Montreal-based strategic consulting boutique that was an offshoot of McKinsey & Co., later acquired by Mercer Consulting. He has developed strategies for high technology...
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  • Dates and Fees

    TBD – Fall 2017 

    8:30 a.m. – 4:30 p.m.

    2-Day Program
    $1,695 + HST

    Price includes:

    • Parking
    • Breakfast, lunch, snacks, and beverages
    • All program materials

    Cancellation Policy

    Payment Policy

  • Who Should Attend?

    These courses are designed for experienced managers and executives who want to understand and leverage digital innovation and data analytics in their areas of responsibility. There are no prerequisites to enroll in these courses.

  • The Setting

    Classes are held at the:

    DeGroote School of Business
    Ron Joyce Centre
    4350 South Service Road
    Burlington, ON
    L7L 5R8

    The Ron Joyce Centre is easily accessible from the QEW and Go train service.

  • Learn More

    For more information, please contact Lada Vedlin at vedlinl@mcmaster.ca or by telephone at 905-525-9140 Ext. 28195.

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