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. Learn how to turn your brand into your customer’s habit, increase customer satisfaction – and your bottom line.

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 framework that will guide your actions to change human behaviour for good
  • How to bring the art of experimentation into your brand infrastructure and corporate culture
  • How to develop a successful brand strategy from scratch
  • How to lead with value – become an expert at structuring portfolios and pricing
  • How to create peak moments in your customer exprerience
  • Materials that will enable you to inspire the rest of your team
  • Certificate of completion and a unique T-shirt

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 to improve your portfolio management, pricing and promo strategies.

24 January 2020

Building Brands

During an inspiring full-day session, you will learn the basic elements of brand building 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 and get trained on working with associations. Upon completing the session, you will have a clear idea on how to make your brand distinctive and focus on the right KPIs to ignite its growth.

21 February 2020

Elevating Experiences

During a hands-on full-day training, you will understand that Customer experience is all about serving old needs in modern ways, shifting your focus from the medium (ie. Technology) and focusing on the benefit. We will learn how to see the end-to-end journey rather than touchpoints 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:


Revealing human irrationality

How we (don't) make decisions.


Decoding our brain

Introduction to Behavioural Economics


Decision Making Model part 1

Exploring Habit and Context.





Decision Making Model part 2

Exploring Social Influence & Personal State.


Leveraging Behavioural Economic principles

Turning knowledge into action.

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
(3+ individuals)
1 Class
1 Class
2 Classes
2 Classes
3 Classes
3 Classes
Standard rate
After 20 Dec 2019
(3+ individuals)
1 Class
1 Class
2 Classes
2 Classes
3 Classes
3 Classes
*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.