Pricing Transformation Program

Pricing is not an easy topic. Too often, it’s treated as a number rather than a strategic lever for growth. This course challenges that view by teaching you how to transform pricing into a driver of business value. Through practical examples and proven frameworks, you’ll learn how to assess current pricing, implement value-based models, and make confident, impactful pricing decisions that boost revenue and long-term growth.

Who is this program for?

The Pricing Transformation Program is designed for business leaders, sales, marketing and financial managers who are serious about transforming their companies by implementing pricing strategies with a direct impact on profitability. This training combines theory, practical tools, and real cases to help companies make more accurate and sustainable pricing decisions.

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Jorge Olivares

Program characteristics

  • Delivery method: Live, online, interactive.
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  • Duration: 40 hours (10 modules of 4 hours) + a total of around 15 hours of activities between each module + 2 hours of 1-to-1 coaching
    (with focus on how to apply pricing in your company).
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  • Starting date: January 12th, 2026.
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  • Target audience: C-level Executives, Commercial Managers, Finance Managers, Product Managers, Pricing Managers, or professionals interested in transforming their organization through pricing.
  • Training material: Templates, practical tools, cases, and evaluations for each module.
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  • Pricing Expert: Jorge Olivares is an expert in Pricing Strategy, Commercial Management, and Operational Excellence with experience in logistics, financial services, healthcare, and consulting. He guides complex commercial decisions throughout project lifecycles, especially in multinational settings. Jorge is an industrial engineer, holds a Master’s in project management, and is a Certified Pricing Professional (CPP).
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  • Certificate of completion.

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Program structure

Module Topic Main objective
1 Pricing Concepts Understand what price represents within the organization and its financial impact; introduce fundamentals such as elasticity, cost types, and pocket-price.
2 Pricing Strategies Learn the main pricing strategies, their uses, and limitations; gain a deeper understanding of the value-based approach and its application.
3 Pricing Models & Settings Compare pricing models (subscription, dynamic, etc.) and settings to identify your organization's readiness for change.
4 Why pricing initiatives fail Identify common causes of failure in pricing initiatives and how to overcome them; promote pricing as an organizational priority.
5 Pricing and the competition Analyze your competitors' pricing strategies and define your positioning; avoid price wars and strengthen your value proposition.
6 Segmentation, Products & Pricing Apply effective customer segmentation to pricing; align prices with brand perception, product lifecycle, and sales strategy.
7 Price Realization Implement price increases, customer-specific pricing, and list management; apply revenue management principles.
8 Pricing Automation Evaluate technological tools to optimize pricing, approval flows, and analytics; decide between proprietary or market-based solutions.
9 The Pricing Function Define the role, location, and structure of the Pricing team; foster interdepartmental collaboration for effective execution.
10 The Pricing Journey Recognize the stages of pricing maturity and how to progress through them; ensure sustainability and continuous adaptation over time.

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Pricing

The Pricing Transformation Program costs €3,950. Sign up before Nov 10th to get a 5% discount and pay only €3,750.

Alternatively, you can also pay in three installments: start with package 1 (Modules 1–4), then package 2 (Modules 5–7), and finally package 3 (Modules 8–10):

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Program Price
Total Package € 3,950
Early sign-up discount 5% (before Nov 10th) € 3,750
Package 1 (Modules 1–4): Pricing Basics € 1,700
Early sign-up discount 5% (before Nov 10th) € 1,615
Package 2 (Modules 5–7): Pricing Advanced
(to be paid before Module 5 starts)		 € 1,250
Package 3 (Modules 8–10): Pricing Ambition
(to be paid before Module 8 starts)		 € 1,250
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Ready to take your pricing expertise to the next level? Sign up for our pricing program to get key insights and personalized guidance. We’ll help you to apply practical frameworks and strategies that drive measurable results.

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