Online: Self-study, via an always-on, always open portal, providing an engaging multimedia learning experience
Who's it 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.
Introduction to Behavioural Economics
Major principles: heuristics and biases
History, context and background
BE’s place in the boardroom
Heuristics, biases and principles
Thinking Styles and Perception
Thinking fast, thinking slow – systems thinking patterns
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
Incentive theory – intrinsic and extrinsic motivations
‘Autopilot’ frames our experience
Alternative framing or reframing – strategy and tactics
The aims and goals of reframing
Advertising and social proof
Reducing the ‘pain of payment’
The Terrible Curse of Knowledge
Social Influences and Habit
Trust and reciprocity
Cooperation, punishment and social norms
Cultural innovation strategy
‘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
Goal value and mapping
Behavioural Economics Workshop
Asking the right questions
Breaking down barriers
Comparisons and efforts
Saying the ‘right thing’
Want more information about the subjects for this course?
Get the course guide
Course fees – £450 (Non-Member) £400 (Member)
No government funding available for this course
Find out more about the payment options for this course
Get the course guide
About Institute of Data & Marketing
For 30 years, it's been our mission to provide best-in-class training, qualifications, events, resources and membership services to meet the real-world needs of today's digital, direct and data marketers.
Committed to helping every marketer be the best they can be, the Institute of Data & Marketing exists to support, encourage and improve marketing performance from your first steps on the career ladder, right to the very top.
Every Institute of Data & Marketing programme is designed and delivered by practising marketers, who know what it takes to succeed at the job and are dedicated to helping you succeed in yours. The Institute of Data & Marketing advocates lifelong learning. We maintain an up-to-date training and qualifications portfolio designed to meet the needs of marketing practitioners throughout their careers—at every stage, from college student to senior marketing manager.
The Institute of Data & Marketing has a worldwide reputation for the quality and practical nature of its training and qualifications. Our services – for individual marketers and businesses – are in demand worldwide as more and more businesses seek to apply personal, customer-centric, one-to-one marketing.
Want to know more about this course? Complete the form and learn about:
Pricing and payment options
How to get help and contact information
Everything you need to know before enrolling!
Who is this course for?
I'm studying for personal growth or development
I'm looking for courses for on-the-job training or on behalf of an organisation
Want to know more about this course?
Get your free course guide now! Complete this easy form and you'll also receive a course consultation with Institute of Data & Marketing
Strictly Necessary Cookies
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.
This website uses additional cookies to collect anonymous information such as the number of visitors to the site, and the most popular pages.
Keeping this cookie enabled helps us to improve our website.
Please enable Strictly Necessary Cookies first so that we can save your preferences!