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Introduction to Behavioural Economics

Market Research Society

Summary

Price
£499 inc VAT
Study method
Classroom
Duration
1 day · Part-time
Qualification
No formal qualification
CPD
6 CPD hours / points
CPD What's this?
Additional info
  • Tutor is available to students

Location & dates

Location

Address
15 Northburgh St
Northburgh Street
City of London
London
EC1V0JR
United Kingdom
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Overview

Learn behavioural change and how it effects and improves our chances of commercial success.

All business depends on selling or marketing to human beings. Anything that helps us better understand how and why people make decisions (for example - buying things) must improve our chances of commercial success.

Behavioural Economics offers a more scientifically robust and accessible model for understanding the basis of behaviour change in a fundamentally different way and how to implement it.

The course is an entertaining and lively mixture of collaborative learning, and team exercises and the form of the training will be in line with the principles of Behavioural Economics itself – full of experiments, case histories and even some psychological illusions.

Attendees are encouraged to bring their own stories and examples.

CPD

6 CPD hours / points
Accredited by Market Research Society

Description

Objectives

  • To explore why the old rational/cognitive model still clings on and the limits of the information-processing and ‘messaging’ models of communication.
  • To unveil in its place, the new understanding of the brain with an emphasis on the role of System 1 and System 2 and how they differ.
  • To understand the role and importance of engaging the emotions.
  • To open up new areas such as priming, norms, heuristics and availability.
  • To jointly probe what this means for research, communications, changing consumer (and B2B) behaviour and communication and new product development.

Learning outcomes

  • Replace the old ‘faulty, if seductive’ model of the Rational Consumer, with one that is more in line with cutting-edge thinking about the emotional and social triggers that underlie behavioural change.
  • This will affect how you make decisions within company culture, across all elements of marketing such as pricing, positioning, creativity, communications and innovation.
  • In its place, concepts such as choice architecture, heuristics, anchoring, priming and the effect of other such cognitive biases will be clearly explained and collaboratively applied.
  • Specifically, what does it mean for research, insight, brands and communications?

Who is this course for?

This course will touch all aspects of business, not just market research and insight: so all those who work in marketing, creative and innovation will benefit from this, as will those in communications development and culture and change management.

In short, it is essential for anyone whose role involves exploring or affecting decision-making in both B2C and B2B.

Questions and answers

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Legal information

This course is advertised on reed.co.uk by the Course Provider, whose terms and conditions apply. Purchases are made directly from the Course Provider, and as such, content and materials are supplied by the Course Provider directly. Reed is acting as agent and not reseller in relation to this course. Reed's only responsibility is to facilitate your payment for the course. It is your responsibility to review and agree to the Course Provider's terms and conditions and satisfy yourself as to the suitability of the course you intend to purchase. Reed will not have any responsibility for the content of the course and/or associated materials.

FAQs

Study method describes the format in which the course will be delivered. At Reed Courses, courses are delivered in a number of ways, including online courses, where the course content can be accessed online remotely, and classroom courses, where courses are delivered in person at a classroom venue.

CPD stands for Continuing Professional Development. If you work in certain professions or for certain companies, your employer may require you to complete a number of CPD hours or points, per year. You can find a range of CPD courses on Reed Courses, many of which can be completed online.

A regulated qualification is delivered by a learning institution which is regulated by a government body. In England, the government body which regulates courses is Ofqual. Ofqual regulated qualifications sit on the Regulated Qualifications Framework (RQF), which can help students understand how different qualifications in different fields compare to each other. The framework also helps students to understand what qualifications they need to progress towards a higher learning goal, such as a university degree or equivalent higher education award.

An endorsed course is a skills based course which has been checked over and approved by an independent awarding body. Endorsed courses are not regulated so do not result in a qualification - however, the student can usually purchase a certificate showing the awarding body's logo if they wish. Certain awarding bodies - such as Quality Licence Scheme and TQUK - have developed endorsement schemes as a way to help students select the best skills based courses for them.
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