During this course you will learn to:

  • Use the principles of Behavioural Economics to develop frameworks for research and planning
  • Change the context in which you present choices to consumers
  • Develop messaging that influences patterns of consumption
  • Build messaging that nudges people to make more profitable decisions
  • Identify and modify consumption habits and patterns
  • Understand the power of the default option
  • Understand how ‘mental accounting’ affects decision making
  • Make ‘irrational’ consumers more predictable

Details

Level
Foundation
Duration
1 day (7 CPD hours)
Rating

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Course availability

Start Location Member Non-Member Places Left  
28/05/19 London (W1W 8SS) £510.00 £599.00 25
16/09/19 Edinburgh Napier University £510.00 £599.00 24

Course Information

Programme

Introduction to Behavioural Economics

  • Major principles: heuristics and biases
  • History, context and background
  • BE’s place in the boardroom
  • Why now?
  • Heuristics, biases and principles


Thinking Styles and Perception

  • Thinking fast, thinking slow - systems thinking patterns
  • Choices
  • ‘Two selves’
  • Decoding the interface
  • Neuromarketing: what neuroscience adds to the BE toolkit
  • Recognition of perceptual cues
  • Context - what it stands for


Motivations and Incentives

  • ‘Natural’ theories of motivation
  • Rational motivation
  • Incentive theory - intrinsic and extrinsic motivations
  • Behaviourist theory
  • Socio-cultural theory
  • Attribution theory
  • ‘Crowding out’


Framing/Reframing

  • ‘Autopilot’ frames our experience
  • Alternative framing or reframing – strategy and tactics
  • The aims and goals of reframing
  • Case studies


Choice Architecture

  • Advertising and social proof
  • Distinctiveness
  • Reducing the ‘pain of payment’
  • Mood
  • Expectancy theory
  • The Terrible Curse of Knowledge


Social Influences and Habit

  • Trust and reciprocity
  • Cooperation, punishment and social norms
  • Cultural innovation strategy
  • ‘Identity’
  • ‘Herding’ and social learning


The Consumer Decision Journey and Goals

  • How the decision journey has changed
  • Touchpoints and time
  • Using BE to analyse and modify consumer decisions
  • Implicit and explicit goals
  • Habits
  • Goal value and mapping


Behavioural Economics Workshop

  • Asking the right questions
  • Breaking down barriers
  • Comparisons and efforts
  • Saying the ‘right thing’
  • Generating solutions

Who Should Attend

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.

Tutor

Cliff Van Wyk, Senior Lecturer, Bournemouth University


Cliff Van Wyk is Senior Lecturer in the Faculty of Media and Communication at Bournemouth University, with special emphasis on Behavioural Economics, Strategic Planning and Applied Creativity. Cliff spent 30 years in advertising and marketing consultancy in various parts of the world, prior to joining Bournemouth University in 2007. He has worked for, and with, some of the world’s leading agencies and marketers, such as Lintas, Lowe Worldwide, Unilever, Nestle, Coca-Cola, Dulux, 3M, Mercedes-Benz, HSBC and IBM.
He has delivered papers at major international conferences and is actively involved with several industry bodies. Over the past five years, Cliff has guest lectured (and run bootcamps and practical workshops) in Spain, Argentina, South Africa, Ecuador, France and the Netherlands. He also serves as a judge in strategic and creative award programmes.


David Alder, Lecturer, Bournemouth University


David Alder is a Lecturer in the Faculty of Media and Communication at Bournemouth University. Particular areas of interest are Behavioural Economics, Creative Strategy and Advertising History.
He is currently researching for his PhD on the advertising and popularization of gin from the eighteenth century to the present. He has presented papers on this subject at several academic conferences and run public engagement events on the same theme.

Venue

London (W1W 8SS)

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