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Price
Product Pricing Strategy Course

The right price can change everything

  • Learn a proven approach to pricing that reflects what the market is willing to pay and supports your organization’s strategies.
  • Evaluate the competitive market environment and its impact on pricing.
  • Create price segmentation strategies based on product, customer and transaction information.
  • Implement, track and measure pricing strategies and total cost of ownership.
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Pragmatic Institute Product Price course

$1,295 / One Time +Taxes

In Person Course

  • 7 hour instruction
  • PMC certification
  • Tools, templates, examples
  • Peer community
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Corporate Training

  • 7 hour course
  • 1-2 sessions
  • PMC certification
  • Training for whole team
  • In-person or virtual
  • Peer community
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Live Online

  • 7 hour course
  • Morning or afternoon
  • PMC certification
  • No travel
  • 1-2 sessions
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What you’ll learn in Price

Create Impactful Pricing

  • Determine who your competitors are and how they compare
  • Assess buyer characteristics and their decision making processes
  • Recognize the real role of cost in pricing decisions

Determine Market Value

  • Create personas for each buying role, with AI-assisted drafts to validate with real market data​
  • Engage in a ‘Willingness to Pay’ activity that demonstrates AI’s role in modern pricing decisions
  • Predict purchase behaviors and identify which products are worth pursuing

Maximize Your Profit

  • Use portfolios and packaging to simplify customer decisions
  • Discover the importance of segmentation in maximizing return from each market

Minimize Discounting

  • Establish pricing processes and systems
  • Identify owners and contributors for each component of pricing
  • Determine the data that will drive each process

Common Roles:

  • Sales
  • Financial Analysis
  • Product Management
  • Product Marketing
  • Pricing
  • Operations
  • Product Strategy

Tools and templates you’ll learn in this course:

  • Environment Definition Worksheet
  • Value-Based Pricing Worksheet
  • Pricing Segmentation Worksheet
  • Product Portfolio Worksheet
  • Isoprofit Table
  • Value Matrix Worksheet
  • Total Cost of Ownership Worksheet
  • Pricing Ownership Worksheet

We strongly recommend completing Foundations before taking Price. Foundations gives you the core market knowledge and Pragmatic Framework expertise needed to get the most out of this course.

Who should be a Certified Genius?

Pragmatic Institute’s certifications are sought-after the world over, and are the best way to tell everyone about your product expertise. Prove that you’re a product genius with Pragmatic certifications. 

Product Manager Certification Badge

Pragmatic Product Manager

How to get certified: Complete Foundations, Focus, and Build courses.

Learn More >>
Product Marketer Certification Badge

Pragmatic Product Marketer

How to get certified: Complete Foundations, Market, and Launch courses.

Learn More >>
Product Master Certification Badge

Pragmatic Product Master

How to get certified: Complete Foundations, Focus, Design, Build, Market, Launch, Price, and Insight courses.

Learn More >>
State of Product Teams 2025 report

The 2025 State of Product Teams

AI is widespread. Strategy time is up. Revenue defines success.
Yet decision clarity and market grounding remain uneven.
  • How revenue and profit have become the dominant measures of product success.
  • Where AI strengthens decision quality and where it’s only speeding up execution.
  • What the highest-performing teams are doing differently to sustain clarity under pressure.
  • Why increased strategy time isn’t translating into stronger market insight.
Download the Report

On the Framework for Price

Pragmatic Framework Icon

The Pragmatic Framework has helped thousands of organizations around the world streamline their processes so they can build and market better products.

Explore the key framework activities that we examine in Price:

Cindy Cruzado has more than 25 years of product and go-to-market experience in the high-tech software industry. She has worked with multiple industries, including higher education, meteorology, finance and CRM.
Cindy Cruzado
Cindy Cruzado
Steve Gaylor has been developing product management and marketing teams and growing organizations for more than 25 years. He has demonstrated success in strategic-leadership roles, providing solutions to a broad variety of industries, including electronics, consumer products, IT and financial services. He has held executive-level positions in companies including Texas Instruments, Harbinger, Peregrine Systems, Inovis and PrimeRevenue
Steve Gaylor
Steve Gaylor
Amy Graham has more than a decade of experience in product management, development and operations. Amy has launched and managed a variety of products, including multi-million dollar software projects and mobile apps. Prior to joining Pragmatic Institute, Amy was vice president, client services and product development at TalenTrust. She previously served as director of technology solutions at Bright Horizons Family Solutions and on the leadership team at Work Options Group.
Amy Graham
Amy Graham
Paul has more than a decade of experience in hardware, software and services product management and marketing. During his career, Paul has launched and managed dozens of products, started his own business and successfully implemented the Pragmatic Framework at several companies. His focus on building market-driven teams gives him a unique ability to relate to product management teams and executives that are transforming their business.
Paul Young
Paul Young

Instructors for Price

All of the instructors that teach Price have decades of hands-on, industry-relevant experience. They’ve worked as product executives at startups and Fortune 500 companies. And they have all used the Pragmatic Framework to build and market products people really want to buy. 

Learn from experts who have been in your shoes armed with battle-tested tools and strategies designed to turn product managers into product masters.

TRUSTED ALL OVER THE WORLD

What our students are saying

“I now feel more empowered than ever to attend those ‘hard’ conversations about pricing. Whoever is in possession of this type of knowledge can really have a seat at the table at their respective company.”
Clemence Cproduct marketing manager
“This was a great course. The course material was direct, consumable and most importantly actionable.”
Jacob Bproduct management
“Very insightful and was able to take a lot of ideas from this, and I’m looking forward to evaluating what this will look like in my product lines.”
Luke Sproduct management
“Great session - really eye opening, and I’m looking forward to implementing things learned back in my organization.”
Carissa Gproduct management

Ready to Start?

However you take Price, you’ll get the same practical and actionable training from industry experts with decades of experience.

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Price Course Syllabus

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