Behavioural Economics in Marketing Training Course

Participants can translate business goals into specific, measurable target customer behaviours.

• Behaviour statements specifying actor, action, context, frequency and timing
• Commercial objectives linked to observable customer actions and outcomes
• Funnel metrics separating awareness, consideration, conversion and retention
• Prioritisation matrix using behavioural impact, feasibility and organisational readiness
• Leading indicators identified before revenue, renewal or lifetime-value outcomes
• Guardrail metrics protecting customer suitability, trust and complaint levels

Participants can identify the behavioural drivers and barriers behind a priority customer decision.

• Decision maps tracing prompts, choices, actions and post-purchase consequences
• COM-B diagnosis of capability, opportunity and motivational barriers
• Friction audits identifying effort, confusion, delay and unnecessary uncertainty
• Jobs-to-be-Done interviews revealing progress sought in purchase situations
• Behavioural barriers distinguished from operational, policy and technology constraints
• Root-cause hypotheses written as testable explanations of customer behaviour

Participants can design marketing communications that earn attention and reduce processing effort.

• Selective attention and perceptual salience in crowded communications
• Message hierarchy built around one priority action and reason
• Cognitive fluency improved through familiar language, structure and visual cues
• Von Restorff effect used to distinguish critical offer elements
• Processing fluency tested through comprehension, recall and task-completion measures
• Information overload reduced through progressive disclosure and chunking

Participants can identify relevant cognitive biases and convert them into responsible marketing design choices.

• Anchoring effects in price comparison, package selection and negotiations
• Availability heuristic shaping perceived risk, urgency and product relevance
• Loss aversion applied to retention, renewal and prevention messages
• Present bias affecting saving, subscription and long-term benefit decisions
• Endowment effect influencing trials, ownership and switching resistance
• Confirmation bias considered when targeting committed customer beliefs

Participants can structure customer choices to reduce friction while preserving informed choice.

• Choice architecture maps options, sequence, defaults and decision points
• Default settings designed for suitability, reversibility and customer control
• Choice overload reduced through curated options and meaningful categories
• Decoy effects assessed when presenting product tiers and bundles
• Action prompts positioned at moments of highest customer readiness
• Form design removes unnecessary fields, interruptions and ambiguous labels

Participants can frame prices and offers around customer perceptions of value, risk and fairness.

• Reference prices established through comparisons, history and category norms
• Price framing compares absolute cost, periodic cost and avoided losses
• Partitioned pricing assessed for clarity, fairness and total-cost comprehension
• Mental accounting informs bundles, credits, rewards and payment timing
• Price endings and numerical precision matched to offer positioning
• Fairness perceptions monitored during discounts, fees and dynamic pricing

Participants can use social cues and trust signals without making misleading claims.

• Descriptive norms communicate what similar customers actually choose
• Injunctive norms signal behaviours approved by relevant reference groups
• Social proof selected through reviews, adoption figures and testimonials
• Similarity cues increase relevance of peer examples and recommendations
• Authority signals evaluated for credibility, independence and disclosure
• Trust architecture combines evidence, transparency, reassurance and recourse

Participants can connect emotional drivers and brand signals to intended customer actions.

• Affect heuristic links immediate feelings to perceived product value
• Anticipated regret informs reminders, protection messages and renewal prompts
• Goal-gradient effect strengthens progress displays and milestone communications
• Self-determination theory addresses autonomy, competence and relatedness motives
• Brand associations translated into behavioural cues at decision moments
• Emotional appeals checked against evidence, suitability and customer vulnerability

Participants can design interventions that establish beneficial customer routines and retention behaviours.

• Habit loops identify cue, routine and perceived reward
• Fresh-start effect used for renewals, onboarding and re-engagement
• Implementation intentions convert intentions into specific if-then action plans
• Commitment devices support planned actions against present-biased preferences
• Feedback loops reinforce progress, confidence and repeat behaviours
• Retention journeys distinguish habitual use from inertial customer retention

Participants can segment customers by behavioural needs, decision contexts and response patterns.

• Behavioural segmentation combines needs, triggers, barriers and channel preferences
• Needs-based segments distinguish functional, emotional and social motivations
• Propensity models interpreted alongside customer context and potential bias
• Personalisation rules matched to consent, relevance and decision stage
• Next-best-action logic prioritises helpful prompts over message volume
• Segment profiles include behavioural hypotheses and evidence requirements

Participants can redesign a customer journey around critical decisions, moments and frictions.

• Journey maps connect touchpoints, customer goals, emotions and actions
• Moments of truth identified through risk, effort and consequence
• Service blueprints reveal backstage causes of customer friction
• Channel switching assessed for continuity, context and repeated information
• Peak-end rule applied to memorable service moments and closure
• Behavioural interventions sequenced across discovery, choice, use and renewal

Participants can apply behavioural principles to digital journeys, interfaces and conversion pathways.

• Landing-page architecture aligns message, evidence, action and reassurance
• F-pattern scanning informs placement of headings, benefits and calls-to-action
• Microcopy reduces ambiguity around forms, permissions and commitments
• Progress indicators manage uncertainty during lengthy digital applications
• Error-prevention design uses constraints, examples and timely validation
• Dark patterns identified and excluded from behavioural interface design

Participants can build a campaign plan that links behavioural insight to channels, messages and actions.

• Behavioural brief specifies audience, desired action, barrier and proposition
• Message framing selects gains, losses, social cues or identity
• Channel roles assigned across attention, consideration, action and follow-up
• Timely prompts scheduled around decision windows and customer triggers
• Creative concepts tested against salience, clarity and behavioural mechanism
• Contact policies prevent message fatigue, reactance and customer annoyance

Participants can select research methods that reveal behavioural drivers beyond stated preferences.

• Behavioural observation records actual actions, context and environmental cues
• Contextual interviews examine decisions where they naturally occur
• Think-aloud protocols reveal comprehension gaps and decision uncertainty
• Survey questions avoid priming, social desirability and hypothetical bias
• Choice experiments estimate trade-offs between offer attributes and prices
• Triangulation compares qualitative evidence, behavioural data and customer feedback

Participants can design valid behavioural tests with defined hypotheses, metrics and decision rules.

• Testable hypotheses specify mechanism, intervention, audience and expected outcome
• A/B tests define treatment, control, allocation and observation period
• Randomisation reduces selection bias between test and control groups
• Sample-size considerations address detectable effects and practical constraints
• Primary metrics distinguish conversion uplift from vanity measures
• Guardrail measures track complaints, opt-outs, fairness and downstream outcomes

Participants can interpret behavioural test results and make evidence-based rollout decisions.

• Uplift calculations compare treatment performance against an appropriate baseline
• Confidence intervals communicate uncertainty around estimated intervention effects
• Segment analysis checks variation by need, channel and vulnerability
• Novelty effects separated from sustained behavioural change over time
• Cost-effectiveness compares implementation cost against incremental customer outcomes
• Rollout decisions document evidence thresholds, risks and monitoring actions

Participants can assess behavioural interventions for customer welfare, fairness and organisational conduct risk.

• Ethical review considers autonomy, transparency, proportionality and customer benefit
• Sludge audits identify excessive friction, obstruction and unnecessary burdens
• Vulnerability assessments consider financial stress, literacy and cognitive load
• Informed choice protected through clear alternatives and easy reversibility
• Fairness checks test differential effects across customer groups
• Governance records intervention rationale, approvals, evidence and accountability

Participants can prepare a practical implementation plan for a behavioural marketing intervention.

• Stakeholder maps identify owners, approvers, delivery teams and affected groups
• RACI matrices clarify behavioural intervention responsibilities and decision rights
• Implementation roadmaps sequence research, design, testing and rollout activities
• Data requirements specify sources, access, quality and privacy controls
• Change communications explain behavioural rationale without overstating certainty
• Operational risks assessed through failure modes, controls and escalation paths

Participants can build, review and present a complete behavioural marketing intervention plan for a defined business challenge.

• Target behaviour defined with customer, context, action and success metric
• Decision diagnosis synthesises evidence, frictions, motivations and relevant biases
• Intervention design specifies choice architecture, messages, prompts and channels
• Experiment plan sets hypotheses, test cells, metrics and decision criteria
• Ethical review addresses transparency, fairness, vulnerability and reversibility
• Implementation roadmap assigns owners, milestones, dependencies and governance
• Peer review challenges assumptions, evidence quality and unintended consequences