Behavioural Economics & Pricing (using Cases)

"Why do 90% of new product launches fail to meet their pricing targets? Why do customers consistently choose the 'Goldilocks' option? The answer lies not in faulty spreadsheets, but in the imperfect, emotional, and predictable ways the human brain makes decisions. This programme moves beyond traditional economic models to give you a practical, psychological toolkit for building pricing strategies that work in the real world."

Objective

Decoding the Irrational Customer: A Behavioral Economics Approach to Winning Pricing Strategies
"Why do 90% of new product launches fail to meet their pricing targets? Why do customers consistently choose the 'Goldilocks' option? The answer lies not in faulty spreadsheets, but in the imperfect, emotional, and predictable ways the human brain makes decisions. This programme moves beyond traditional economic models to give you a practical, psychological toolkit for building pricing strategies that work in the real world."

Contents

Current Module Suggested Reframe (Focus on Application & Outcome) Why the Change?
Module 1: Foundations The Reality Gap: Why Your Customers Aren't Rational. Sets up the core problem immediately. It's not just theory; it's the diagnosis of a common business pain point.
Module 2: The World of Biases & Heuristics The Invisible Hand: How Cognitive Biases Shape Price Perception. Focuses on the practical mechanism. The goal is to make participants see these biases at work in their own markets.
Module 3: Risk, Loss, and the Self The Pain of Paying: Leveraging Loss Aversion and Prospect Theory. Gives a powerful, memorable name to the core concept. "The Pain of Paying" is a well-known, sticky idea in behavioral pricing.
Module 4: Advanced Topics & Applications From Theory to Action: Pricing for the Future. This implies a forward-looking, strategic application beyond the immediate tactics, which appeals to senior managers.


 

Who should attend?

Corporate, Policy & Government, Finance & Social Sector

Venue & Duration

The programme is scheduled during April 09-11, 2026 on a residential basis at MDI Campus, Mehraulli Road, Sukhrali, Gurugram. Accommodation for participants would be available at MDI Campus from the noon of April 08, 2026, to the forenoon of April 12, 2026.

Registration & Fees

Participants should be nominated by their organizations. The enclosed nomination form should be completed and returned with all the details. The fee of the program is Rs. 45,000/- (Rupees Forty-Five Thousand only) per participant which includes a professional fee and all charges for boarding, lodging and supply of course materials during the programme. GST as applicable will be charged extra in addition to the programme fee. Payment should be made by Cheque/NEFT/RTGS.

Discount Policy
With a view to our long-term relationship with your esteemed organization, we are pleased to introduce the discount policy in this programme. The discount will be observed in the following conditions: (discount is applicable in NEPAL also)
• 10% Discount against 3-5 nominations
• 20% Discount against more than 5 nominations

Important Dates

The last date for receipt of nominations is March 26, 2026. The last date for withdrawal of nominations is March 28, 2026. Any withdrawal received after this date will be subject to deduction as per the Institute's rules. However, substitution may be permitted.
Nominating organizations are advised to await confirmation of acceptance of nominations(s) before sending the participants to the programme venue.


For enquiry, please contact at [email protected] or +91-124-4560008.