A practical guide to harnessing irrational consumer decisions and making them, if not entirely predictable, then far more intelligible using Behavioural Economics principles.
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.
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 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.
London (W1W 8SS)