Детали мероприятия

Marketing and product departments spend billions to understand and influence consumers—with mixed results. Behavioral economics brings to bear psychology, economics, and marketing to better understand the often-hidden factors that really influence consumer behavior.


Presented by Yale School of Management, this three-day program is taught by distinguished faculty fellows of Yale's Center for Customer Insights (YCCI) who have collaborated with industry leaders to develop a rigorous, hands-on agenda grounded in a behavioral economics framework that produces results.



Who should attend


The immersion program is crafted for executives with at least 8 years of experience who lead functional teams in such areas as marketing, branding, insights, innovation, product management, digital, strategy, and communications.



Schedule


Day 1: The foundations of behavioral economics


A hidden system of decision-making lies beneath our awareness. Day 1 will give you fundamental knowledge about the sometimes-surprising ways in which consumers decide whether to buy, when to buy, and how much to consume.

  • A Behavioral Economics Framework: Beliefs, Goals, and Choices
  • Choice Architecture and the Theory of Choice
  • Designing Satisfying Customer Experiences
  • Goal Activation and Receptivity
  • Motivation: A Contextual Perspective


Day 2: Putting behavioral economics to work


In the second module, we turn our focus to how the latest ideas from behavioral economics can be used to solve your most pressing business challenges.

  • Framing Brand Value
  • Framing Price
  • Designing Effective Value and Pricing Frames
  • Communications: Mindsets and Self-Control
  • Overcoming Consumer Inertia to Choice


DAY 3: Conducting Deep Market Research Using Behavioral Economics


Behavioral Economics has implications not just for what consumers do, but for how to learn about what they do. The final module focuses on the lessons of behavioral economics for conducting market research and experimentation in order to build a renewed culture of experimentation.

  • Value of Experimentation
  • Designing Experimentation
  • Behavioral Science Lens on Consumer Research
  • Designing a Useful Test


Investment


¥53,000 RMB (program fee includes some meals and all program materials). Yale alumni and groups of 4 or more from the same company receive a 15% discount.



Language: English, with simultaneous translation into Chinese.



Contact:


Ms. Xiuling Li


Managing Director, Asia Programs, Yale School of Management


E-mail: xiuling.li@yale.edu

Спикеры

Community

Общайтесь и общайтесь с другими участниками.

孙岚张焰

About Yale Center Beijing

Меню