Behavioural Economics Certificate
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Behavioural Economics Certificate
Self-paced with 30-40 hours of online content, available for 6 months.
Behavioural Economics Online Certificate
Learn about consumer behaviour patterns and psychology and study behavioural economics examples.
Behavioural Economics is the study of psychology, human behaviour, and decision-making patterns that drive consumer choice. Understanding behavioural economics is important for developing new products or product features as well as input to making better marketing decisions. In this course, you will learn how to become a successful marketer by utilising economic and psychology-driven insights.
Understanding how to change your customers’ behaviour and the mechanisms that drive your customers’ choice will help marketers develop a better value proposition that will fit their target audience.
Key Certificate Outcomes:
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Who should do this course?
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This course is at an Advanced Learning Level. It’s time to see the bigger picture. You’ve applied these skills multiple times, and now you’re ready to optimise them, use them as part of a broader marketing story and cement your abilities as an experienced marketer that understands the whole journey. |
Modules
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What is Behavioural Economics?
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Why we should use behavioural economics in marketing
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Three ways you could be harnessing behavioural economics
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The danger of claimed data – why it is better to observe behaviour than listen to consumer claims
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Overestimating the importance of target audiences
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Give more emphasis to target contexts
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De Beers - anchoring
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Nespresso – price relativity
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Frame works MINDSPACE and EAST
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The government implementation of Behavioural Economics
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How small pieces of friction can have a disproportionate influence on behaviour – look at the example of suicides (North Sea gas and paracetamol)
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How many brands suffer from choice paralysis and what they can do about it
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Setting up your hypothesis
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Understand the context with in the data
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Reach meaningful conclusions
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How consumers don’t have enough time or energy to weigh up decision rationally.
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How prices can be made to appear more attractive - scope insensitivity & payment method
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How promotions can be made to appear more attractive – plausibility
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Counter-intuitive ways of boosting attractiveness: pratfall effect
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How consumers look to others when making decisions
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Show how social proof can backfire
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Show how social proof can be used creatively
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How the same message can have a markedly different effect depending on when people hear it
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Why talking to consumers after a life-event is a window of opportunity
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How brands can capitalise on the fresh start effect
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Why brands should give disproportionate emphasis to the peak and final moment of the experience they create
1 one-hour exam.
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At the successful completion of this course, you will earn a verified ADMA Digital Badge. This badge can be shared on your social channels such as LinkedIn and Facebook for your colleagues, friends, and family to see.
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What is the class format?
The course is 100% online. Choosing to study online through the ADMA IQ Learning Lab will suit you whether you’re a night owl, an early bird or someone who prefers bite-sized learning throughout the day. Choose when and where you study, with optimised content for desktop, tablet and mobile experiences - you're in the driver's seat.
