Behavioural Economics Masterclass
A practical guide to harnessing irrational consumer decisions and making them, if not entirely predictable, then far more intelligible using Behavioural Economics principles.
- You will learn to
- Details
- Course availability
You will learn to:
- Use the principles of Behavioural Economics to develop frameworks for planning and campaigns
- Discover the main frameworks and how to apply these to your role
- Change the context in which you present choices to consumers or customers
- Develop messaging that influences patterns of consumption
- Harness the power of the default option
- Understand how 'mental accounting' affects decision making
- Make 'irrational' consumers more predictable
Course Categories: Business Skills
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Details
- Duration
- Online (7 CPD hours)
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Course Information
Introduction to Behavioural Economics
- Understanding the major principles
- History, context and background
- BE's place in marketing
- Why now?
- How areas such as personas and CX can be impacted positively
Thinking Styles and Perception
- Thinking fast, thinking slow - systems thinking patterns
- Choices - how too little or too much can impact outcomes
- Neuromarketing: what neuroscience adds to the BE toolkit
- Context - what it stands for
Heuristics and Biases
- What and how do biases materialise
- ...and what that means for marketing
- Selecting the right bias to counter or exploit
- The aims and goals of application in your next campaign
- Mapping techniques to the customer journey
Choice Architecture
- Advertising and social proof
- Framing, decoys and anchors
- Helping to nudge the right outcome
- Reducing the 'pain of payment'
- The Terrible Curse of Knowledge
Frameworks and Models
- The Nudge Unit and origins
- Introducing MINDSPACE and EAST
- How to apply frameworks to marketing
- Third bird and the importance of timing
The Consumer Decision Journey and Goals
- How the decision journey has changed
- Using BE to analyse and modify consumer decisions
- Implicit and explicit goals
- Using goal drivers for segmentation
This course is designed for:
- Marketers with little or no knowledge of Behavioural Economics
- Anyone involved in planning and developing marketing communications
Taking this course will give you the theoretical and practical underpinning to turn the marketing unpredictable into the predictable.
You will add the ability to predict patterns of behaviour and habits to your strategic toolkit.
Rob Manning
Rob began his career in marketing communications in 2000, joining award-winning brand and direct response agency Jacob Bailey in 2003 where he is now Group Account Director. Rob heads up Jacob Bailey's London office, handling integrated strategic direct response campaigns for big brand clients like AXA, BT, E.ON, Barclaycard and National Express - and was awarded the Top Student Distance Learning Award by the IDM in 2005. A web specialist, Rob has embedded digital marketing as a core competence within the company, helping to raise the eMarketing performance bar for some of the UK's biggest companies. Rob recognises the direct link between emerging technology and marketing effectiveness - and has applied it to help make Jacob Bailey a recognised leader in this field.
London (W1W 8SS)
Get in touch...
To discuss your options, please get in touch with one of our learning and development team: