An Intensive 5-day Training Course

Behavioural Economics &
Psychology in Marketing

Inside the Mind of the Customer at the Point of Purchase

INTRODUCTION TO THE COURSE

In today’s fast-paced, hyper-connected marketplace, understanding what truly drives consumer behavior is more critical than ever. The  Behavioural Economics & Psychology in Marketing training course delves into the psychological and emotional processes behind customer decision-making—uncovering how people really think, choose, and buy.

While consumers have access to more information than ever before, research consistently shows that purchasing decisions are influenced more by subconscious triggers and emotional responses than by logical reasoning. Despite the abundance of data and product comparisons, customers often rely on mental shortcuts and instinctive behavior when making choices. This training course explores the cognitive biases and psychological principles that shape these behaviors, providing participants with the tools to craft more impactful and persuasive marketing strategies.

By aligning marketing efforts with how customers actually process information and make decisions, professionals can create stronger brand connections and gain a lasting competitive edge.

This KC Academy training course will explore:

  • The contrast between perceived and actual decision-making processes
  • The psychological impact of branding on consumer perception
  • How behavioural economics transforms communication strategies
  • Techniques to develop high-impact marketing messages
  • The use of customer psychology to build value-driven propositions

COURSE DETAILS

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OBJECTIVES

By the end of this Behavioural Economics & Psychology in Marketing training course, participants will be able to:

  • Decode the psychological drivers behind customer purchasing behavior
  • Understand the science behind impulse buying and brand influence
  • Apply key behavioural economics principles in real-world marketing scenarios
  • Design value propositions that resonate on a psychological level
  • Communicate in a way that aligns with the subconscious patterns of consumer thinking
  • Identify customer values and decision-making filters to tailor messaging effectively
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TRAINING METHODOLOGY

This Behavioural Economics & Psychology in Marketing is a highly interactive and participative training course that uses a variety of teaching inputs designed to appeal to the widest possible range of Learning styles and delegate types.  It is comprised mostly of a blended mixture of lecture, case-study work, facilitated workshop work, guided personal reflection, video presentations and role-play.

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ORGANISATIONAL IMPACT

Organizations enrolling team members in this Behavioural Economics & Psychology in Marketing training course will benefit from:

  • A marketing team that deeply understands customer psychology and decision behavior
  • Stronger brand positioning strategies based on emotional and cognitive triggers
  • Enhanced marketing communication tailored to real customer motivations
  • Improved customer engagement through psychologically informed messaging
  • More persuasive customer interactions leading to increased loyalty and conversions
  • A differentiated market presence driven by uniquely crafted value propositions
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PERSONAL IMPACT

Participants will walk away with a deeper understanding of human psychology and how it influences communication and decision-making. They will gain:

  • Insight into how people, including themselves, actually make decisions
  • Skills to connect with customers on a more meaningful and persuasive level
  • Tools to apply behavioural economics in both personal and professional settings
  • Enhanced ability to influence, motivate, and communicate effectively
  • Greater confidence in developing marketing strategies that drive results
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WHO SHOULD ATTEND?

This KC Academy 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
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Certificate

On successful completion of this training course, KC ACademy Certificate will be awarded to the delegates.

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