Here are a number of topics we will look at:
- What behavioural economics is and why it is important?
- System 1 and System 2 thinking
- Nudge theory
- Behavioural economics into customer experience
- Challenges and changing trends that impact behavioural economics and
the use within marketing
Learning Outcomes:
- Determine the psychological aspects of consumers and their preferences
- Determine techniques to influence consumers and help them make decisions
- Understand the different types of behavioural economic approaches that can be used in marketing research
Objective of course:
Over the past 20 years, behavioural economics
has gained global momentum and influence in many areas of society. One area
in particular this trend has gained momentum and popularity in is marketing. So,
how can behavioural economics be applied in marketing and why is it important
for marketers to know about and use?
This course provides a great introduction into the exciting and growing
world of behavioural economics. We will look at the basics of behavioural
economics; how it can enhance the customer experience; the impact it has on the
4Ps of marketing; how marketers can leverage behavioural economics effectively
in their marketing strategies; and some of the challenges when applying it to
real-world situations.
