Award in Behavioural Economics - Level 5
Level: Marketing planning
Welcome to your Award in Behavioural Economics. This Award will give you a working knowledge of the principles behind Behavioural Economics, and how to apply this knowledge to your business. Behavioural Economics exists at the intersection of Economics, the study of markets, and Behavioural Psychology, the study of behaviour
Behavioural Economics explores how individuals behave within markets, including how customers interact with brands. This course is designed specifically for marketers, to understand and apply the principles of Behavioural Economics to brands and brand campaigns. To get the best out of this course, revisit your account regularly for the latest information.
Each module includes learning checks to help you review what you have covered. Once you have completed all the modules, take the online assessment in your own time. There is more information on the assessment below. The DMA hopes you find the programme enjoyable and rewarding, and wishes you every success with your studies.
Key Topics Covered In This Course:
- Welcome to the course
- Why Behavioural Economics is relevant for marketers
- About cognitive biases and heuristics
- Why cognitive biases and heuristics encourage illogical and unpredictable behaviour
- How to harness these behaviours for the benefit of your brand
- To better understand your audience and overcome their doubts
- The tactics used by multinational and fast-growing brands
- How to conduct simple experiments and apply the results to your brand