Course description
The IDM Award in Behavioural Economics
Learn how unconscious biases can be harnessed in your marketing campaigns and understand the theory and practice of assembling simple experiments and applying the results.
During your Award 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
Suitability - 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.
Training Course Content
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
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
Make it social
- How consumers look to others when making decisions
- Show how social proof can backfire
- Show how social proof can be used creatively
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.
Course delivery details
Online: Self Study, via an always-on, always open portal, providing an engaging multimedia learning experience.
Why choose Institute of Data & Marketing
Over 30 years experience as a leading awarding body for qualifications in data & digital marketing
Over 100,000 people have attended our courses
Over 15,000 marketers have earned a professional certification with us
Expenses
Members: £450 + VAT
Non-members: £495 + VAT
About provider
Institute of Data and Marketing
IDM is the trusted training partner for hundreds of leading brands, from over 30 countries. For more than 30 years they’ve trained over 100,000 delegates, helping them improve their marketing performance, from their first steps on the career ladder to...
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Institute of Data & Marketing
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