Behavioural Economics & Psychology in Marketing

Inside the Mind of the Customer at the Point of Purchase

Course topic:

Public Relations

Format availability:



5 Days

Introduction to the course

This KC Academy Behavioural Economics & Psychology in Marketing training course goes to the heart of business success or failure in this 24/7/365 ‘always-on’ world.  It examines the thought processes driving customer’s decision-making.  It examines exactly what brands do to customer’s minds and how to understand every nuance of the purchase decision. 

Customers have never had access to so much information.  For any and every possible purchase decision there is a huge amount of data, statistics, product comparisons etc. available to buyers to review and digest and yet, increasingly, over and over again, we see that actual purchases and purchase behaviours are driven by emotion, short-cuts and other ‘non-logic-based criteria’.  This training course gets to the heart of this.  We think the way we think we think. 

If we can understand this, we can craft marketing communications addressed directly to the way customers actually decide and give ourselves a huge commercial advantage over competitors.

This training course will highlight:

  • How we think we think
  • How we actually do think
  • What Brands do inside our minds
  • How Behavioural Economics should change the way we communicate with customers
  • How to create compelling Marketing propositions using the power of the customer’s psychology and Behavioural Economics

Course details

At the end of this training course, you will learn to:

  • Understand the psychology of purchasing
  • Understand the psychological nature of impulse purchasing
  • Understand what brands do in customer’s minds to make them successful
  • Understand and know how to use the various elements of Behavioural Economics
  • Create compelling product or service value propositions that use Behavioural Economics to create value and gain business
  • Understand how the customer makes decision, learn what he values and how you can communicate directly with how he actually thinks and behaves

Because this Behavioural Economics & Psychology in Marketing training course is about how we all use our brains to come to decision, and because we all have brains, there is no one that is not suitable for this training course.

However, this training course is perhaps most suitable for: 

  • Brand Managers
  • Marketing Executives
  • Customer Experience (Cx) Professionals
  • Key and Global Account Managers
  • Business Development Professionals
  • Customer Service Professionals
  • HR Executives
  • Entrepreneurs
  • Pricing Executives

Daily Agenda

DAY 1:
Introduction to Behavioural Economics
  • What is Behavioural Economics?
  • Why is it useful in marketing?
  • ‘We don’t think the way we think we think”
  • Inside the customer’s mind and the decision-making process
  • Changing the customer’s decision-making processes
DAY 2:
Using the ‘Levers’ of Behavioural Economics – Part 1 
  • The primacy of emotion
  • System 1 versus system 2 thinking
  • ‘We are strangers to ourselves’
  • We are social animals, how to use social media in Behavioural Economics
  • Choice Architecture & framing
  • Heuristics
DAY 3:
Using the ‘Levers’ of Behavioural Economics – Part 2
  • Chunking & simplification
  • Loss aversion
  • Priming & anchoring
  • The power of context
  • Small details
  • Commitments
DAY 4:
Persuasion and Influence 
  • The Science of Persuasion
  • Scent marketing
  • Optimal product presentation
  • The power of the ‘Nudge’
  • How to gain influence and be compelling
  • Customer personality profiling
  • The change equation
DAY 5:
Behavioural Economics Market Plan Creation
  • Using BE ‘Levers’ in your Marketing
  • Using BE with customer personas
  • Creating compelling value propositions with BE principles
  • Using BE to create and maintain rapport
  • Creating compelling value propositions
  • Summary of training course and recap

Professional certificate & Accreditation

This Behavioural Economics & Psychology in Marketing training course will help you understand how behavioural economics change the way we communicate with customers.

Frequently Asked Questions

There are no prerequisites. Our courses are open to students of all backgrounds who are 18 years of age and older. All courses are conducted in English. Video lectures include English subtitles and the option to slow-down, pause, or replay lectures for better retention. Discussion boards are a critical component of each of our courses; therefore, we suggest students have a conversational knowledge of English when pursuing a Certificate of Completion. For any of the art writing courses, students need to be 100% proficient in written English.

You should have an up-to-date web browser such as: Chrome, Safari, Firefox, or Internet Explorer. For more detailed information, please see the guides for supported browsers and basic computer specifications. Our Online Courses can be accessed on a mobile or tablet device, although we strongly encourage you to have access to a desktop or laptop computer and reliable internet connection for certain course components. Former students have told us it is easiest to read discussion threads and complete written assignments on a laptop or desktop computer.

Registration is available on our website. Just follow these simple steps: Click the “Apply Now” button in the top right corner of your screen. Select “Online Courses.” Choose your course(s). You will be asked for basic contact information and your credit card payment. We require full payment at the time of registration and all tuition is billed in US dollars. Be sure to check with your bank or credit card company, as your financial institution may charge a foreign transaction fee.

Our classes are kept small, at no more than 30 students, to better facilitate and encourage personalized interaction with the instructor and fellow participants. Your classmates come from all over the globe and contribute their global perspectives and experience. Some are currently working within the arts while others are just beginning. All classmates share in their passion for the art world.

It is recommended that you begin your course promptly. If you do need to start the course a few days late, contact your instructor as soon as possible after the course has opened to discuss your options. Registration closes on the Friday after the course begins.

Enroll now

Click on a date to enroll and save your seat
11-15 Nov 2024
Fee: $5,950
07-11 Jul 2025
Fee: $5,950
17-21 Nov 2025
Fee: $5,950
Course customization available
Course customization available

This training course is available to be conducted at your own pace & at your own time. Request for a quotation now and our training advisor will contact you shortly

    KC Academy
    Typically replies within an hour

    Hi there 👋
    My name is Lily. Please tell me how I can assist you..
    Chat with Us