Master Class Pricing Strategy

Online brochure
Start- and course dates
May 13, 2025
Utrecht Campus
September 29, 2025
Tilburg Campus
3 days
€ 3900 (exempt from VAT)
Number of locations
Multiple locations
Executive Education - Open Programs

Learning to understand value

You are responsible for or directly involved in pricing in a commercial or financial role. So you want an even deeper understanding of the value to your organization and the customer. Learn to understand value both strategically and tactically with the Master Class Pricing Strategy. This Master Class is only available in Dutch.

Participant profile

The right pricing strategy boosts profits, thus also organizational continuity. Due to its nature, this topic involves a wide variety of roles. Participants may work in various positions in marketing, sales, finance or even business development. With the ability to work and think at the higher professional or university level, they are used to weighing complex options, acting strategically and applying commercial knowledge in break-even calculations.

Some examples of participants:
  • Sales Manager
  • Pricing Manager
  • Pricing Analyst
  • Product Manager
  • Regional Manager
  • Business Unit Manager
  • Management team members at medium-sized organizations
  • Business Controller
  • Distribution/Proposition Marketer
  • Innovation Manager

Why TIAS School for Business & Society?

  • A top-ranked business school in Executive and InCompany Education according to the Financial Times
  • All our lecturers are top academics and outstanding experts in their fields
  • Immediately applicable scientific and practice-oriented knowledge
  • Flexible learning options, tailored to your needs


“I thought Tijs was a great lecturer! He grabbed our attention from start to finish, responded excellently to the group, and created the space to absorb the material individually.”

“We got amazing lectures, featuring relevant stories from the real world. Every business school should be like this.”

Design your own track and earn your TIAS Diploma of Excellence.

Our master classes also let you design your own track and earn your TIAS Diploma of Excellence. You take five master classes, choose a concentration in personal leadership and write a final paper applying your new knowledge.

Popular tracks:

You can also choose other subjects to build your Leadership & Management track.

Why attend this program?

Learn more about the strategic importance of a pricing strategy, to build a strong bridge between theory and practice.

What makes this program so strong and unique?

  • Understand the necessary choices in devising a pricing strategy.
  • Draw clear links between pricing management and other roles in the organization.
  • Discover why pricing strategy is such a compelling and relevant subject.
  • Put scientific concepts into your own day-to-day practice.

How will this program benefit you?

After this master class, you’ll be able to choose the right pricing strategy based on a clear understanding of the underlying considerations. You’ll no longer fixate on the prices themselves, thanks to your new appreciation for other price acceptance factors, such as contribution margin and segmentation. You’ll also gain useful insights for purchasing negotiations, and an understanding of the psychological selection process and economic valuation to help you develop better pricing strategies. After this program, you’ll bring a different, broader perspective to issues related to pricing.

After completing this master class, you will:
  • Know the factors involved in pricing.
  • Understand the relationship between pricing strategy and disciplines like finance, marketing, innovation, strategy and sales.
  • Be familiar with the main strategies, concepts, tactics and tools for pricing and know how to use them.
  • Enjoy insight into useful methods for assessing value for the customer.
  • Be able to devise price acceptance segmentation and incorporate it into the pricing strategy.
  • Apply the pricing perspective in your day-to-day decisions better and more often.

How will this program benefit your organization?

Organizations often underestimate the importance of pricing strategies, even though they can make a major contribution if applied properly. Did you know that the average company can add some 2% of its sales to its EBITDA with proper pricing management safeguards? This master class enhances your awareness of pricing strategy options so your organization can apply them better.

Your organization
  • Gains sound in-house knowledge of pricing management.
  • Learns how to make the most of pricing management opportunities in practice.
  • Gains the confidence to make innovative choices in its pricing strategy.

Program design Master Class Pricing Strategy

In this 3-day master class, you’ll acquire the latest knowledge and practical tools in the field of pricing strategy. The Pricing Strategy Master Class helps participants get more out of their pricing management. How do you set the right price? How do you segment based on price acceptance? This interactive master class gives you the tools you need to hold meaningful pricing discussions in your organization.

Program component contents

Day 1
The first day kicks off with an introduction to the field of pricing management and the various models used. You’ll learn how a sound pricing strategy can help your organization achieve its overall strategy. Next we look at the core of this master class: value-based pricing. What is it? How do you apply it? And what are its pros and cons compared to cost-plus pricing?

Day 2
On the second day, we delve deeper into the various pricing methods. You’ll also learn about channel conflicts, both in B2B and B2C trade. What role does pricing play in this, and what is the best approach? For instance, how do you set optimal recommended prices, discounts and conditions?

Day 3
On the last day, we examine pricing strategies from the customer’s perspective. How do customers experience price? How do you calculate customer value? And how can you segment based on price acceptance? We also look at how to put your new knowledge into practice. We discuss various cases, and examine what we can learn from them together.

Dates and locations Master Class Pricing Strategy

The Pricing Strategy Master Class starts at different times and locations:

NameLocationStart date
Master Class Pricing Strategy - 13, 14, 15 May 2025Utrecht CampusMay 13, 2025
Master Class Pricing Strategy - 29, 30 September & 1 October 2025Tilburg CampusSeptember 29, 2025

Costs Master Class Pricing Strategy

The cost of the Pricing Strategy Master Class is € 3900 (exempt from VAT) 

This price includes:
  • Catering packages (lunch, coffee or tea and soft drinks) during lecture periods
  • Enrollment, registration and administration costs
  • Access to the online learning environment
  • Mandatory reading material, textbooks and learning resources.

How do you finance your education?

You have found the program that best suits your learning goals and ambitions. But how do you finance this? There are different ways to do that. Your employer can play a role, but there are also interesting statutory regulations that you can use yourself. We list the possibilities for you.

Read about the possibilities here »

Faculty Master Class Pricing Strategy


A word from our lecturer

With each new class, it’s exciting to see how critical participants embrace pricing once they see its possibilities. One participant may prefer the analytic side, while another gets into the psychological aspects of price acceptance. At the end of the day, participants find this broad introduction to be relevant, substantive and interactive. The sincere fascination of the participants makes it all worthwhile for me as a lecturer.
Tijs Rotmans, MSc

Start your application 

After your registration you will receive, if you are applicable, within 5 days a confirmation of your registration. If there are any doubts about your admissibility, the Program Adviser will contact you.
Wendy van Haaren
Wendy van Haaren
Program Adviser
+311 346 63 982

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