Rethinking Marketing and Insights: Behavioral Economics Immersion

Master Behavioral Economics with Leading Yale Scholars

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 curriculum grounded in a behavioral economics framework that produces results.

PROGRAM DATES 

November 14 - November 16, 2017
Registration is full - waitlist available
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June 12 - June 14, 2018
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PROGRAM DETAILS

All meals and lodging included – see registration for details.
Location: Yale SOM Campus
Investment: $6,850
Contact: Tracy Sheerin
Download Brochure »

Counts towards 3  Certificate of Excellence in Global Business credit days.

Marketing and product departments spend billions to understand and influence consumers — with mixed results. Behavioral economics brings to bear behavioral science research to better understand the often-hidden factors that really drive consumer behavior. Working shoulder-to-shoulder with marketing and insights leaders from organizations like P&G, IBM, Visa, Google, PepsiCo and American Express, our team understands today’s consumer insights needs — from foundational understanding to hot-off-the-press tools and systems. 

KEY BENEFITS

Learn how to drive better business results using cutting-edge behavioral research to: 

  • Better frame your value proposition 
  • Understand conscious and unconscious choice drivers 
  • Design memorable customer experiences 
  • Redesign research practices to generate real consumer insights 
  • Learn how to become an effective test and learn organization 

Who should ENROLL?

The program is crafted for executives with at least 10 years of experience who lead functional teams in such areas as marketing, branding, insights, innovation, product management, digital, strategy, and communications.

What is Behavioral Economics? Professor Nathan Novemsky explains in this video. 
  • Learning outcomes

    Master behavioral economics with leading Yale scholars and learn how to drive better business results using cutting-edge behavioral research ​​​​​

    1.) Lead your organization informed by new ways of thinking about consumers based on the latest behavioral science research—uncovering the real drivers of consumer choice.
    • Recognize the different drivers—beliefs and goals—that underlie your consumers’ brand and product choices.
    • Dive deep into how your consumers’ brains work in intuitive and reflective ways.

    2.) Develop a deep understanding of how behavioral economics can immediately help solve pressing business challenges.
    • Engage with consumers along the decision-making journey armed with a deeper understanding of what choices they are making along the way.
    • Discover a behavioral economics approach to framing value to better communicate the benefits of a product or experience.
    • Learn how key points associated with consumers’ memory—like peak moments and duration—can influence their experience.

    3.) Champion a culture of experimentation throughout your organization based on test-and-learn theory and practice.
    • Rethink your consumer-research practice by integrating behavioral understanding with the traditional and non-traditional methodologies you’ve been using.
    • Practice a test-and-learn approach on your firm’s own most pressing research questions.

  • Curriculum
    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. 
    • Session 1: A Behavioral Economics Framework: Beliefs, Goals, and Choices 
    • Session 2: A Two-System Theory of Choice 
    • Session 3: Designing Choice Architecture 
    • Session 4: Framing Brand Value 
    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. 
    • Session 5: Framing Price 
    • Session 6: Understanding Consumer Experiences 
    • Session 7: Communications: Mindsets and Self-Control 
    • Session 8: Overcoming Consumer Inertia to Choice 
    DAY 3: Learning A Better Way To Learn 
    Behavioral economics can help you not only understand what consumers do, but it can also show you 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.
    • Session 9: The Value of Experimentation 
    • Session 10: Designing Experimentation 
    • Session 11: Behavioral Lens on Consumer Research 
  • Faculty

    ENGAGE WITH WORLD-RENOWNED SCHOLARS OF BEHAVIORAL ECONOMICS

    Among the most productive and cited scholars in the field, the YCCI faculty team utilizes decades of cutting-edge research to help address the challenges of today’s marketing, innovation, and research organizations. 

    Ravi Dhar

    Professor Dhar is the George Rogers Clark Professor of Management and Marketing & Director of the Center for Customer Insights. He is an expert in consumer behavior and branding, marketing management, and marketing strategy and a leader in bringing psychological insights to the study of consumer decision-making.

    Shane Frederick

    Professor Frederick is professor of Marketing in the Yale School of Management and his research focuses on preference elicitation, framing effects, intertemporal choice, and decision-making under uncertainty.

    Nathan Novemsky

    Professor Novemsky is Professor of Marketing in the Yale School of Management and has an appointment as Professor of Psychology in the Department of Psychology at Yale University. He is an expert in the psychology of judgment and decision-making.

    Zoë Chance

    Professor Chance is Assistant Professor of Marketing and studies persuasion and decision making, working passionately to understand how people can lead happier, healthier, more fulfilling lives.

  • Testimonials
    “The program brings behavioral economics
    theory into practice through the highest-caliber
    experts in this field.”

    Praise from Prior Participants

    Leaders from the consumer packaged goods, technology, finance, healthcare, and B2B industries give high ranks to the program across the board: 

    “Outstanding content delivered by engaging professors. The behavioral economics course is relevant to my work and will make me a better marketing professional.”

    “Full of insights rooted in a framework that is easy to take back and apply to multiple businesses. Also packs a lot of leading info into a thorough, enjoyable experience.”

    “To learn this much about this topic in this short of time is huge…I’d definitely recommend it.”

    “It’s introduced me to a fundamental shift in thinking that has implications across the organization—for marketing, product development, advertising, technology and research.”

  • Registration

    PROGRAM DATES 

    November 14 - November 16, 2017
    Enroll Now »

    June 12 - June 14, 2018
    Enroll Now »


    PROGRAM DETAILS

    All meals and lodging included – see registration for details.
    Location: Yale SOM Campus
    Investment: $6,850
    Contact: Tracy Sheerin
    Download Brochure »

    Counts towards 3  Certificate of Excellence in Global Business credit days.

    How do I explain the benefits of the certificate program to my supervisor?
    Download the Sample Justification Letter.

    For more information,  please contact molly.nagler@yale.edu

    *Discounts

    • 15% discount for YALE SCHOOL OF MANAGEMENT Graduate 
    • 10% discount for YALE UNIVERSITY Graduate 
    • 15% discount for 4 or more people

Building on Yale’s deep heritage in behavioral economics, the Yale Center for Customer Insights partners with global marketing leaders to develop, test, and disseminate new insights that advance the understanding of the changing consumer. Drawing from the best minds in Behavioral Economics, the YCCI team helps industry leaders apply the most advanced understanding of consumer choice in today’s fast-changing marketplace. Having worked across industries and sectors for over a decade, the faculty team deeply understands the real, immediate problems of the marketplace and how to implement a Behavioral Economics approach to solve them. Select leaders with whom faculty have collaborated include: P&G, IBM, Visa, Google, Pepsico, American Express and Converse.

 

Driven by both curiosity and intellectual rigor, YCCI faculty fellows apply the most recent insights from Behavioral Economics to model and understand consumer action in the marketplace. Our multidisciplinary faculty have received numerous marketing awards and consulted for Fortune 500 companies. YCCI fellows generate much of the newest research in the field of Behavioral Economics.

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