While most professionals and graduates have a basic understanding of price and elasticity, this often proves to be a hard concept to apply in practice. The first evening in this series discusses how retail pricing typically works in practice, and how this can be improved.

Specific topics include:

• Realistic demand models that can be applied to a product portfolio

• Setting the list price / sticker price of products

• Dynamic pricing - i.e. moving away from a single static price point

• Discounts and markdown pricing