Ticketing Essentials

This course gives you the guiding principles to create a sophisticated pricing strategy, which not only increases income, but also serves to maximise volume and promote accessibility. 


Who is it for?

Anyone selling tickets to their venue, exhibition, or events, managers looking to increase revenue through ticketing, and organisations looking at their pricing strategy.

What will I learn?

  • The relationship between price and value
  • What’s behind the price?
  • The theory behind why price differentiation is important
  • How many prices should you have?
  • The concept of price proposition
  • How to build a strategic plan that puts your pricing into action
  • How to evaluate your results
  • The difference between a forecast and a target
  • How to communicate value

How do I access this course?

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  • Full Member PLUS organisations – FREE. Login here to access all academy courses. Activate your Access All Areas Pass if you haven’t already.
  • MembersNon-Members and Partners / NPOs can purchase the course below

The CPD Certification Service is the leading independent Continuing Professional Development accreditation institution. Accredited courses are formal recognition of CPD for individuals, and a standard of quality for learning providers in professional institutes and academic bodies.

Course programme

  • Price and value
  • Price differentiation
  • Price proposition
  • How to build your pricing playbook
  • Forecasting
  • Communicating value

On average, this course takes around 2.5hrs to complete initially. You’ll be provided with a learning diary to put your learning into practice.







Partner / NPO

About the course creator

Francesca Di Nuzzo leads on consulting projects for Baker Richards spanning a wide range of organisations, from theatres to arts festivals, from operas to heritage sites. She has recently been working on pricing projects for opera companies in continental Europe and she has particularly enjoyed developing inventive approaches to customer segmentation using a range of statistical methods.

Francesca has spoken on the topics of pricing, consumer psychology and income strategies at various conferences, including sessions for Opera Europa, UK Theatre, Spektrix and Isle of Man’s Tourism Industry Day. Francesca champions the adoption and use of the Revenue Management Application by Tessitura users globally, assisting them with advanced sales analysis delivered through Tessitura Analytics.

Before joining Baker Richards in 2015, Francesca worked as a research assistant and consultant at SOAS (University of London) and as a parliamentary assistant at the Italian Parliament in Rome. Francesca holds a Masters degree in Environmental Policy from the University of Cambridge and her previous studies are in the field of economics and political science. In her spare time, she enjoys practicing yoga, travelling and contemporary cuisine.

When it comes to pricing, you have control. Any additional income generated from changes to pricing is income that goes straight to your bottom line, and it is money that you can reinvest into the organisation to make art and culture more visible, relevant and accessible.

Francesca Di Nuzzo

Learn any time, anywhere

The course is available on-demand, and can be accessed 24/7 via a computer, tablet, or mobile phone through a web browser. All video content is subtitled / captioned.

Evidence of CPD

On successful completion of the course, you’ll receive a digital certificate as proof of your skill level, and commitment to continuing professional development.

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