Pricing Strategies
Pricing is a key driver of profitability and competitive positioning, making effective pricing strategies critical for business success. This program provides professionals with essential knowledge on setting prices that maximize revenue, align with consumer perceptions, and leverage AI for dynamic adjustments.
This course addresses essential business questions, such as:
• Which pricing framework is most appropriate for a specific product or market?
• How do psychological factors influence consumer price sensitivity?
• What quantitative methods can help measure price elasticity and demand?
• How can AI enhance pricing strategies through real-time adjustments and demand forecasting?
Program Details
Program Dates
April 6-7, 2026
To request additional program information, please fill out our interest form.
Delivery Method
Two full days, on-campus
Promotions and Available Discounts
- Discounts are available for Ohio State University employees, OSUWMC employees, Veterans, employees from non-profit organizations, and organizations who send 3 or more employees. For more information about discounts, please contact Alison Cherubini-Hillyer at cherubini-hillyer.1@osu.edu.
Prospective Participant Profile
This program is aimed at mid-to-senior-level professionals involved in pricing, product management, finance, and marketing roles. These individuals typically manage or influence pricing decisions, channel management, and product portfolio strategies. A background in marketing, finance, or product strategy will help participants maximize their learning, though the program also provides foundational insights suitable for those newer to pricing.
Participants will develop skills to apply diverse pricing frameworks, understand the psychology behind consumer pricing perception, and use quantitative techniques to conduct pricing studies. They’ll also gain hands-on experience with AI-driven pricing tools, equipping them to make data-driven, dynamic pricing decisions. Key takeaways include:
- An understanding of key pricing frameworks and their applications.
- Skills in psychological pricing tactics to influence consumer behavior.
- Competence in quantitative techniques like conjoint analysis and elasticity measurement.
- Experience using AI for pricing optimization and demand forecasting.
For organizations, the program enables pricing teams to set strategic prices that optimize revenue, better respond to market dynamics, and maintain ethical pricing standards. This contributes to sustained profitability, improved competitive positioning, and efficient resource allocation.
- Increased profitability through optimized pricing strategies.
- Data-driven insights for competitive and customer-aligned pricing.
- Enhanced responsiveness to market shifts and competitor actions.
- Greater pricing consistency through established ethical and regulatory standards.
At the conclusion of this program, participants will:
- Select and apply the most effective pricing framework for various scenarios.
- Use psychological pricing techniques to enhance consumer price perception.
- Conduct pricing studies using quantitative methods like conjoint analysis.
- Optimize pricing for a product portfolio, including bundling and channel management.
- Leverage AI for dynamic pricing and demand forecasting.
- Develop a pricing policy that aligns with ethical standards and legal guidelines.
What You Will Earn
Once you successfully complete the program, you will be eligible to receive a certificate of completion from The Ohio State University Fisher College of Business. You may proudly display this certificate in your office or home to showcase your accomplishment. You may also add this certificate to the licenses and certifications section of your LinkedIn profile. This will allow you to showcase your newly acquired experience to your network and stand out in your field.
We also value your commitment to learning, and as a token of appreciation, we offer a 10% discount on future topic-based programs you wish to pursue through Executive Education at Fisher College of Business. We believe that learning is a lifelong journey, and we are proud to be a part of yours.
Program Faculty
Jeff Dotson, Associate Professor of Marketing
Dr. Jeffrey Dotson is an Associate Professor of Marketing in the Fisher College of Business at The Ohio State University where he teaches courses in Marketing Research and Product Marketing. His research focuses on the development and application of Bayesian statistical methods to a variety of theoretical and applied marketing and management problems. His research has been published in leading academic journals including Marketing Science, Journal of Marketing Research, Journal of Marketing, Quantitative Marketing and Economics, Strategic Management Journal, Journal of Interactive Marketing, and Journal of Retailing.
Professor Dotson has taught MBA-level courses in Marketing Research, Marketing Analytics, Pricing Strategies, Customer Relationship Management, Survey Research, Generative Artificial Intelligence, and Advanced Analytics. He received his PhD in Quantitative Marketing from the Fisher College of Business at Ohio State University and holds an MS in Statistics and an MBA from the University of Utah. He received his undergraduate degree in Economics at Southern Utah University. Prior to joining OSU, he was a member of the faculty in the Marriott School of Business at Brigham Young University and in the Owen Graduate School of Management at Vanderbilt University.
Cancellation and Transfer Policy
All cancellations and transfers must be received in writing. Submit your request via email to Jennie McAndrew at mcandrew.28@osu.edu with the name of the program, followed by “cancellation” or “transfer” in the subject line.
- Cancellations must be made at least thirty (30) days prior to the first day of the program in order to be eligible for a full refund.
- Cancellations must be made at least fourteen (14) days prior to the first day of the program in order to be eligible for a 50% refund.
- Any cancellations made less than fourteen (14) days prior to the first day of the program will forfeit the registration fee.
- If you for any reason are unable to attend the program, please consider sending someone in your place. Participants can transfer their registration to someone else within their organization at no charge up to 24 hours before the first day of the program.