Price is one of the most powerful strategic decisions an organization makes. It communicates value, shapes customer perceptions, determines profitability, influences market positioning, and directly impacts long-term growth. Equally important is the ability to guide potential customers through a structured sales journey that transforms awareness into trust, trust into purchase, and purchase into lasting loyalty. Organizations that master pricing strategy and sales funnel design consistently outperform competitors by creating systems that maximize both customer value and financial performance.
Pricing Strategies & Sales Funnels is a practical, executive-oriented course designed to equip Junior MBA students with the strategic frameworks necessary to optimize pricing decisions and customer acquisition systems. Rather than focusing on isolated sales techniques or tactical promotions, the course examines pricing and sales funnels as integrated business systems that combine economics, psychology, marketing, consumer behavior, analytics, and executive decision-making.
Students will explore value-based pricing, behavioral pricing psychology, pricing models, customer acquisition strategies, lead generation, conversion optimization, customer journeys, digital sales funnels, relationship marketing, customer lifetime value, and performance analytics. Throughout the course, emphasis is placed on practical business application and long-term value creation, preparing future leaders to build scalable revenue systems that enhance both profitability and customer satisfaction.
Course Objectives
By the conclusion of this course, students will be able to:
• Understand pricing as a strategic driver of organizational performance.
• Analyze the psychological factors influencing customer perceptions of value.
• Develop pricing strategies aligned with competitive positioning and business objectives.
• Understand the structure and purpose of sales funnels within modern organizations.
• Design customer acquisition systems that build trust and long-term relationships.
• Evaluate funnel performance using meaningful business metrics.
• Integrate digital marketing and sales strategies into cohesive customer journeys.
• Apply behavioral science principles to improve conversion and retention.
• Develop customer lifetime value strategies that maximize long-term profitability.
• Apply pricing and funnel principles to entrepreneurship, executive leadership, and business growth.
