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This course provides an in-depth exploration of one of the most critical elements of the marketing mix – the price – as a key factor in capturing the created value of products and services and the primary driver of a company’s revenue. It plays a crucial role in profitability and business sustainability. This course emphasizes the assessment of customer value perception, price response of customers and competitors, and the development of smart customer-centric pricing strategies, both at the C-level (starting from the business model) and the analyst level.