If you want to influence behaviour change, understanding how people choose and respond to communication is pivotal. 

This highly interactive course introduces the core concepts of behavioural economics and explores what this means for internal communication professionals.

Behavioural economics offers a scientifically robust and accessible model for understanding ‘why we don’t think the way we think we think’, and what that means for understanding - and influencing - behaviour change. 

The course will open up a treasure trove of insight to help increase comms effectiveness across all groups and stakeholders, exploring importance of emotion; why we should distinguish what people do from what they say; and the range of unconscious biases that affect our decision-making.

Who should attend?

This course is ideal for internal communicators who would like to understand behavioural economics and it's relevance for internal communication. 

This course is best suited to those planning and delivering internal communication.  

It is especially relevant to anyone working in the area of behaviour change.

Learning objectives

By the end of the course, delegates will:

• See their communications through the behavioural economic lens
• Understand conscious and unconscious systems and how to communicate messages to both
• See emotions in a new light and learn how to apply them to create distinctiveness and cut-through communications
• Learn how to apply the insights of priming, social norms, heuristics (mental shortcuts) and re-framing.

The course will cover

• A new understanding of the brain which focusses on inherent, unconscious and automatic choices
• Fully understanding how System 1 and System 2 differ, and why System 1 is “the secret author of our choices”
• The role and importance of engaging the emotions: why are they so important (and under-estimated)?
• Why decisions are not just made by individuals, but by the collective “herd”
• Specific areas such as priming, norms, heuristics and availability will be explored for their separate and cumulative impact
• Specific emphasis on insight and communications.

All of this will be examined through a mixture of collaborative learning, case studies, team exercises and some fun.

Additional benefits 

• Pre and post course access to Canvas, the IoIC's online learning environment, where you will find all course materials and be able to engage with their fellow participants through forum discussions
• Eight CPD Points for IoIC Members
• A network of like-minded professionals to connect with and learn from

• Places are strictly limited to ensure every participant gains the support and guidance they need, and to facilitate maximum opportunity for interaction, connection and engagement.

Please note that we use Zoom for our online courses. Please ensure that you are able to access this system where you are based before booking your place. All times are in GMT.

Trainer

Anthony Tasgal

Find out more