Irrational Masterclasses

Behavioural Marketing program

We often debate about the difference between perception and reality. About consumer decisions that don’t make sense. As it turns out, human behaviour is determined mostly by unconscious habit, not by choice. Yet, a typical product or brand manager keeps making decisions about product features and communication, assuming people make rational decisions.

Behavioural Marketing program is a 3-day educational workshop (split across 3 months) that will help you integrate behavioural science into how you build brands and shape customer decisions.

Behavioural economics can inform and transform the work of brand managers, researchers and marketers. Get into the minds of your customers and design solutions that are more effective and a lot cheaper.

Key Benefits

Upon completion of the Behavioural Marketing program, you will have clear understanding of behavioural science along with some very practical tools, including:

  • How to use Behavioural Economics in your product/service and brand development
  • The Behavioural Design framework that will guide your actions to change human behaviour
  • How to bring the art of experimentation into your corporate culture
  • Tricks to influence behaviour subconsciously
  • How to lead with value – become an expert at structuring portfolios and pricing
  • How to create peak moments in your customer experience
  • Certificate of completion and a unique T-shirt
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Program overview

Priming Choices

Throughout numerous experiments and exercises, you will become a choice architect understanding how to influence people’s decisions by shaping the context within which decisions are made. During a full-day session, you will realise how predictably irrational is our behaviour and get trained on a model that will improve your activities.

24 January 2020

Building Brands

During an inspiring full-day session, you will learn the basic elements of successful brands along with some tips that will make your marketing strategy a lot easier and more effective. You will realise that trying to convince people about your product or service head-on is a waste of time. Upon completing the session, you will have a clear idea on how to leverage portfolio management, pricing and promo strategies.

21 February 2020

Elevating Experiences

During a hands-on full-day, you will get trained on Behavioural Design Thinking that will improve the results of all your activities regarding customer and employee experience. You will learn how to face human biases and how to hack human memory in order to create remarkable moments.

20 March 2020

Welcome from the program’s instructor

Sample agenda

All courses will be in person. Here is a draft agenda of PRIMING CHOICES session:

09:30

Revealing how we (don’t) make decisions

Introduction to Behavioural Economics

11:00

Hacking the Decision Making Model™

Power of Context and Choice Architecture

12:30

Choice Architecture toolbox part 1

Loss aversion, Priming and Framing

14:00

Lunch

Break

15:00

Choice Architecture toolbox part 2

Choice overload, Default, Decoy

16:15

Hacking human behaviour for good

Leveraging BE tools to help your favourite NPO.

Who should apply

Behavioural Marketing program is the ideal opportunity for individuals or teams who are in a position to influence their organisation’s strategy and roadmap. This looks like:

  • Product and brand leaders
  • Research managers
  • CX managers
  • Trade marketing managers
  • Teams or individuals

We will give priority to executives, with 2+ years of work experience, who can directly impact decisions about a product, service, brand or customer exprerience.

To apply for the program you will need to send us a link to your updated Linkedin profile or a CV.

Program fees

Early bird rate
Until 20 Dec 2019
Individual
Team
(3+ individuals)
1 Class
€480
1 Class
€400*
2 Classes
€800
2 Classes
€680*
3 Classes
€1,080
3 Classes
€960*
Standard rate
After 20 Dec 2019
Individual
Team
(3+ individuals)
1 Class
€600
1 Class
€500*
2 Classes
€1,000
2 Classes
€850*
3 Classes
€1,350
3 Classes
€1,200*
*Cost per individual

We encourage multiple employees from the same company or business unit to attend together because this will
increase your ability to leverage knowledge and drive meaningful outcomes for your company.

Register