Ronald T. Wilcox

Ronald T. Wilcox, NewMarket Corporation Professor of Business Administration and Senior Associate Dean for Degree Programs, teaches the required Marketing course in the MBA and Executive MBA programs as well as the elective Pricing. He also teaches in numerous Executive Education programs.
His research, focused on the marketing of financial services and its interface with public policy, has appeared in leading marketing and finance journals, such as the Journal of Marketing Research, Management Science, Marketing Science and the Journal of Business. His research and writing have also appeared in the Wall Street Journal, Washington Post,BusinessWeek, Fortune, Forbes and the Weekly Standard. He is a frequent contributor toForbes. He is the author of the book Whatever Happened to Thrift? Why Americans Don't Save and What to Do About It, published by Yale University Press.
Wilcox joined the Darden faculty in 2001. He was formerly an assistant professor at the Carnegie Mellon Graduate School of Industrial Administration and an economist for the U.S. Securities and Exchange Commission.

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Customer Value in Pricing Strategy (Coursera)

The traditional approach to pricing based on costs works to pay the bills, but it leaves revenue on the table. You can, in fact, price your products in a way that increases sales--if you know what your customers are willing to pay and can leverage psychology to create better [...]
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Average: 8 ( 4 votes )

Pricing Strategy in Practice (Coursera)

In this project-centered course, Darden's Ron Wilcox and BCG's Thomas Kohler will walk you through a real-world case, from problem statement to detailed analyses. You'll use all three lenses (cost, customer value, and competition) to recommend an optimal price—and then adjust to market disruptions. Utilizing the concepts, tools and [...]
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Average: 8 ( 3 votes )

Cost and Economics in Pricing Strategy (Coursera)

How much should you charge for your products and services? Traditionally, businesses have answered this question based on the cost to produce or provide their goods and services. This course shows you the economic factors behind pricing based on cost and the pros and cons of a cost-based pricing [...]
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Average: 8 ( 3 votes )

Market and Competition in Pricing Strategy (Coursera)

If you haven’t considered what the competition is charging, you may not be maximizing your revenue. Spend time analyzing the market and you can influence price and improve margins. In this course, we'll show you how to implement competitive pricing and avoid common legal pitfalls of market-based pricing. You [...]
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