Behavioural Economics for Marketing

Over the past few decades, experts in the behavioural sciences have realised that many of our assumptions about decision making are wrong. Rather than making decisions based on a rational cost-benefit analysis as proposed by economists, new evidence suggests that most decisions are made based on “gut instincts” or emotions. This two-day course investigates the recent developments within Psychology, Economics, and Neuroscience to help explain how consumers make a decision.

COURSE OVERVIEW

EVERYTHING YOU NEED TO KNOW

We will explore not only the science behind decision making, but also investigate the key behavioural change techniques available to marketers and how they can be implemented as part of a marketing strategy. Key topics include: nudging, emotions, message framing, social proof, scarcity, commitment and choice architecture.

By the end of the course you will not only develop a detailed theoretical knowledge-base, but also understand how to apply this knowledge to tackle short and long-term behaviour change (e.g. get people to take the stairs instead of the lift, and how to generate repeat product purchase).

This course will be taught at Bangor University by Prof. John Parkinson, and Dr. Carl Hughes, Founder of the Wales Centre of Behaviour Change. It will include a mixture of lectures, group work activities, individual activities and seminars.

LEARNING FORMAT

Mixture of demonstrations, case studies and practical activities.

Topics Covered

Nudging, emotions, message framing, social proof, scarcity, commitment and choice architecture.

WHO IS THIS FOR?

Marketers and brand decision makers seeking to initiate behaviour changing strategies.

DURATION & DATES

This course will run from XXXXX

ALREADY FEEL THIS IS THE COURSE FOR YOU?

Get in touch for more information