Course Description

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.

Marketer Pathways Competencies

Marketer Competencies

  • Integrated Analytics
  • Customer Centricity

Business Competencies

  • Action & Results
  • Commercial Awareness

People Competencies

  • Influencing
  • Relationship Management

Course Trainer

https://mii.ie/wp-content/uploads/2019/12/Richard-Shotton-Headshot.jpg

Richard Shotton

Richard is the author of The Choice Factory, a best-selling book on how to apply findings from behavioural science to advertising.

Richard started his career as a media planner 17 years ago, working on accounts such as Coke, Lexus and comparethemarket.com, before specialising in applying behavioural science to business problems. He is currently the Head of Behavioural Science 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.