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Fully Booked. 2019 Nov 14 - CMO Masterclass: Using Behavioural Science to Solve Business Challenges
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Fully Booked. 2019 Nov 14 - CMO Masterclass: Using Behavioural Science to Solve Business Challenges

We have created our Masterclass series for senior-level marketers looking to take a deep-dive into a specialised topic, to enable them to make insightful decisions and better choices for their business. The series is focused on helping you develop competencies specific to the knowledge, skills and mindset required of senior marketing leaders

When: 14th November 2019
9:30 AM to 5:00 PM
Where: The Westbury Hotel
Grafton Street
Dublin D02 CH66
Presenter: Richard Shotton
Contact: Aoife Moreton
01 295 2355

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CMO Masterclass: Using Behavioural Science to Solve Business Challenges FULLY BOOKED OUT

Date: Thursday 14th November 2019

Time: 9:30am - 5:00pm

Location: Westbury Hotel, Grafton Street, Dublin 2

Lunch Included

Marketer Pathways Competencies

Marketer Competencies

✔ Customer Centricity


Business Competencies

✔ Action & Results
✔ Change & Improvement
✔ Innovation
✔ Organisational Awareness

People Competencies

✔ Influencing 


Member Rate: €520* - Non-Member Rate: €750 


The non-Member Rate includes an Annual Marketing Skills Membership (valued at €262), subject to meeting our membership criteria. *MII Corporate Training Credits cannot be used against this course.*

Course Benefits

Before you can influence decisions, you need to understand what drives them. This course investigates how consumer behaviour is shaped by psychological shortcuts.

This interactive course will give you an overview of the findings from behavioural science that have the greatest relevance to marketing. It covers both the latest findings from the topic but also lesser known classic experiments.

The findings can be applied to all areas of marketing: from creative to media, from pricing to strategy. Each will give you a competitive edge.

The insights from behavioural science will be organised into a simple framework so that you can apply them to the challenges you face as a marketer.


What you’ll learn

·         A thorough understanding of the most relevant behavioural biases

·         The marketing application of behavioural science

·         A framework to help you apply the insights to your own challenges

·         A new approach to research that doesn’t just rely on consumer claims

·         Ways to embed behavioural ideas within your organisation

·         Guidance on how to run experiments that quickly and cost-effectively test the insights within your business


Workshop programme

·         What is behavioural science?

·         Why is it so relevant to marketing?

·         Practical applications of behavioural science

·          An overview of the most relevant biases:the pratfall effect,social proof,price relativity,scarcity,anchoring etc.

·         Addressing the objections to behavioural science

·         How to run robust experiments

·         An introduction to the CREATES framework 

Course Trainer 

Richard ShottonRichard Shotton

Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising.Richard founded Astroten, a consultancy firm that uses findings from behavioural science to solve marketing problems.

Richard started his career as a media planner 17 years ago, working on accounts such as Coke, Lexus and, before specialising in applying behavioural science to business problems. Richard has previously worked at Manning Gottlieb OMD,the most awarded media agency in the history of the IPA Effectiveness awards.  

He regularly runs training session with brands, big and small, using insights from behavioural science to help solve their problems. 

He tweets about the latest social psychology findings from the handle @rshotton.

Terms and Conditions

Terms and Conditions apply. Membership is non-transferable and non-refundable. All event and course cancellations must be made 2 weeks prior to the event/course date. Payment is due in advance. Refunds will not be issued for non-attendance.

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