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During your Professional Certificate in Behavioural Economics, you will learn:

  • How the study of behavioural science can benefit marketing practices
  • How classic campaigns have put behavioural economics into practice to harness bias
  • The EAST framework for nudging behavioural change
  • Why using data to inform decision-making is more reliable than opinion
  • The processes you should follow to achieve robust results from your experiments


Course availability 

start study mode location member non-member exam fee
Online Online £995.00 £995.00 £0.00
more info
book until 31 Oct 2018
Online Online £995.00 £995.00 £0.00
more info
book until 18 Nov 2018
Online Online £995.00 £995.00 £0.00
more info
book until 30 Nov 2018

NB: Prices above subject to VAT.

Course information

You will be required to complete two x one hour online examinations.

Introduction to behavioural science
  • What is Behavioural Economics?
  • Why we should use behavioural economics in marketing
  • Three ways you could be harnessing behavioural economics
Behavioural science themes
  • The danger of claimed data – why it is better to observe behaviour than listen to consumer claims
  • Overestimating the importance of target audiences
  • Give more emphasis to target contexts
How some of the most successful campaigns of all time have been based on biases 
  • De Beers - anchoring
  • Nespresso – price relativity
Introduction to the Behavioural Economics framework
  • Frame works MINDSPACE and EAST
  • The government implementation of Behavioural Economics
Make it easy
  • How small pieces of friction can have a disproportionate influence on behaviour – look at the example of suicides (North Sea gas and paracetamol)
  • How many brands suffer from choice paralysis and what they can do about it
  • Interactive session: split the attendees into pairs, how can they reduce choice paralysis on the brands they’re working on.
How to run a robust experiment
  • Setting up your hypothesis
  • Understand the context with in the data
  • Reach meaningful conclusions
Make it attractive
  • How consumers don’t have enough time or energy to weigh up decision rationally. 
  • How prices can be made to appear more attractive - scope insensitivity & payment method
  • How promotions can be made to appear more attractive – plausibility
  • Counter-intuitive ways of boosting attractiveness: pratfall effect (include a live experiment to show that the bias is effective)
Make it social
  • How consumers look to others when making decisions (Cialdini experiments)
  • Show how social proof can backfire (negative social proof)
  • Show how social proof can be used creatively (ipod & Magners examples)
Make it timely
  • How the same message can have a markedly different effect depending on when people hear it
  • Why talking to consumers after a life-event is a window of opportunity
  • How brands can capitalise on the fresh start effect
  • Why brands should give disproportionate emphasis to the peak and final moment of the experience they create
study mode
Enjoy the flexibility of devising your own personalised study routine with your programme deadlines via a stream of online content run over 12 months. You will receive email support and 24/7 access to course materials. For more information call 020 8614 0277.
course info
You can enrol directly via the IDM website

If you would like to discuss your enrolment or have any questions please call us on 020 8614 0277.

Exams and assessments
In order to attain the Certificate in Behavioural Economics you must successfully pass two x one hour online exams.

Pass marks and Grades

To pass this programme you will need a minimum of 60% in the exams. In the event that the minimum pass mark is not met you will have the opportunity to resit at a later date.
Fun and interactive, quite clearly the most up to date and relevant marketing qualification available to marketers. Insightful, relevant and practical – can easily apply the course to the working world.

Elliot Bertram Dip DigM,
UK&I Marketing Manager, SThree

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