All business depends on selling or marketing to human beings.

Behavioural Economics offers a more scientifically robust and accessible model for understanding ‘why we don’t think the way we think we think’, what that means for understanding the basis of behaviour change in a fundamentally different way, and how to implement against it.

This virtual learning course, delivered over an interactive live session with group activities, introduces the concept of behavioural economics and explores what it means for internal communication professionals.

Learning objectives

By the end of the course, delegates will:

• See their communications - both internal and external - 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

• Why the old rational, or cognitive, model clings on despite being wrong
• 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
• What this means for communications, changing consumer (and B2B) behaviour and communication and new product development
• Specific emphasis on research, insight and communications

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.

Additional benefits 

• Opportunities to share ideas and learn from other organisations and practitioners through interaction between delegates
• Pre and post-course access to Canvas, the IoIC's dedicated online learning environment
• Eight CPD points for IoIC Members 
• As well as being informative, this day is entertaining and surprising, as all stories should be...

Trainer

Anthony Tasgal

Find out more