Course objectives

This course is designed to accommodate special-interest topics that relate to the profile of the student body. It is founded on latest psychological insights related to consumer behaviour, contemporary events and/or disruptive developments in theory or practice. Students will be empowered and encouraged to assume an active role in their training, advance their self-learning competence and develop a critical stance towards current events and/or emerging theories. Prerequisites: Agile and sustainable marketing strategies; Value-based marketing.

Learning outcomes

Upon completion of the course students are expected to be able to:

• Understand how behaviour insights can be adapted to marketing practise.
• Analyse and reflect on the drivers of consumer judgements and decision-making.
• Understand behavioural interventions for steering consumer choices.
• Critically assess the ethical dimensions of steering consumer choices and decisions.
• Evaluate the implications of psychological insights beyond traditional marketing practices and towards reputation, management and policymaking.

Course content

• Key principles of Human Judgement and Decision-Making.
• Points of reference and Anchors.
• Understanding the underlying motivations of consumption choices.
• Quick versus calculated decisions.
• Following the majority
• Consumption choices based on emotions.
• Principles of persuasion and their application.
• Cognitive mistakes and implications to policymaking for consumer empowerment.