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Strategic Pricing and Customer Value

Pricing Strategically: Monetizing and Growing Your Business

Strategic Pricing and Customer Value is an executive program that considers pricing from a strategic management perspective. The program introduces alternative strategies that provide insights for improving pricing decisions, directly increasing the company’s monetization ability.

Participants leave the program with a comprehensive understanding of the critical parameters and crucial factors for setting value-based pricing. Additionally, they receive an extensive set of implementable tools and frameworks to enhance the company’s pricing strategy and revenue.

4.5 ECTS credits can be transferred from the Strategic Pricing and Customer Value program to the Aalto Executive MBA or Aalto MBA program.

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In June 2022 the previous training program received an excellent faculty feedback of 5,7/6 from the participants, and a program NPS of 91/100.


The Strategic Pricing and Customer Value program helps you gain a strategic and holistic view of pricing. You learn to create value through various pricing strategies and how to improve your company's pricing processes. Learning about the drivers and impact of pricing power and psychological pricing helps you identify the best arguments to confidently defend a product or service's value.

Integrate monetization policies within the marketing mix
Improve competitive position
Identify opportunities to maximize value and monetize
Gain new ideas to introduce new products and services
Improve revenue initiative through accelerated learning experiences
Design smart sales promotion campaigns to boost sales

By attending the program, you will also

  • Address the constraints that shape a comprehensive monetization strategy
  • Distinguish the different roles that price can play in a market
  • Design a revenue model that complements the broader organizational objectives
  • Determine the proper role of costs, competitors, and customers in setting appropriate prices while avoiding passive pricing mistakes
  • Respond sensibly to competition and commoditization
  • Identify opportunities for price customization that customers approve of which align with your brand
  • Understand how to track, quantify, and communicate value
  • Explore price customization of digital products and services and what digital tools can be
    of help


The program is designed for executives and managers in B2B, service, and consumer markets responsible for designing, evaluating, implementing, or communicating pricing decisions. Previous participants are from diverse sectors, such as ICT, SaaS, Retail, Consulting, Mining, Construction, Energy, Industrial Machinery, Banking, Media, and Process Manufacturing.

The program is especially beneficial for companies who:

  • are looking for points of difference through new pricing models
  • are exploring new methods for the introduction of new products or services
  • aim to succeed in measuring and communicating the right value to customers
  • have been started recently and are looking for means of differentiation and rapid growth

Contents and Schedule

The program combines the latest theoretical research on pricing with topical cases, where practical knowledge stems from the successes and failures experienced by other companies.

During this three-day training, participants acquire comprehensive knowledge from various examples of both business and consumer markets. The teaching methods include practical case workshops, group work, and traditional teaching methods.



Pekka Mattila

Pekka Mattila is Associate Professor at the Aalto University School of Business.

He works frequently with European, Asian, African, and North American executive audiences on themes of strategic management, business model innovation, leadership, top team dynamics, leading change and transformation, organizational culture, and strategic marketing. During the period 2011-2021, he served as the Managing Director and Associate Dean of Aalto University Executive Education.

In addition to his academic activities Mattila has conducted an active business career. He has served or currently serves as the Chairman of the Board or as a Member of the Board at a number of innovative companies in media, banking, ecommerce, technology, edtech, invest-in, construction, as well as food and beverage industries. Moreover, he serves as a Member of the Board of The Finnish National Gallery.

Mattila holds a doctorate (D.Sc. 2006) and a master’s degree (M.Sc. 2003) in sociology at the University of Helsinki and an Executive MBA (2010) at London Business School. Over the years, he has frequently visited several prestigious European and Asian universities teaching management, organizational behaviour, marketing, and sociology.

Mattila has authored several managerial books on leadership, change, and transformation as well as strategic marketing and sales. His consulting, training, and coaching career started in 2003, and his corporate clients comprise over 480 Nordic and international companies, entrepreneurial ventures as well as prominent public sector institutions and NGOs.

Marco Bertini

Marco Bertini is Professor of Marketing at Esade and a senior advisor to the marketing, sales, and pricing practice at the Boston Consulting Group.

He received received his doctorate from Harvard Business School, and previously served on the faculty at London Business School and was a visiting professor at Harvard Business School.

He is co-author of the book The Ends Game: How Smart Companies Stop Selling Products and Start Delivering Value (MIT Press), which examines how modern technology stimulates accountability, challenging organizations to succeed from the quality of the outcomes they deliver rather than the offerings they bring to market. 

The remainder of his research, which for the most part lies at the interface of the economics and psychology of pricing decisions, appears in the leading journals for management science and practice including Harvard Business Review, MIT Sloan Management Review, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, and Marketing Science. 

His speaking and advisory work focuses on the challenge of designing and implementing revenue policies that not only drive organic growth, but also are socially and environmentally responsible. Recently, he was named to the Thinkers50 Radar, a shortlist of the scholars “most likely to shape the future of how organizations are managed and led.” Prior to this,  he was nominated for the Business Professor of the Year Award, a global competition of the Economist Intelligence Unit, and recognized by the Marketing Science Institute as one of the most promising scholars in the field.

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