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