$995

Behavioural Economics Marketing Workshop by BEworks - Toronto

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Location

BEworks

946 Queen Street West

Toronto, ON M6J 1G8

Canada

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Refund Policy

Refund Policy

No Refunds

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Description

The Science of Behaviour:
How Behavioural Economics is Transforming the Role of Marketing

A 1-Day Marketing Workshop

It's time to rock marketing!

This course is designed is to augment existing marketing strategy, challenge the traditional intuition-based approach and drive innovation through the use scientific based Behavioural Economics. This science of decision making course will help you: understand bias (of self and others), incorporate nudges and boosts to marcomm to drive better outcomes, and apply experimentation-based strategies that take learnings beyond a/b or panel based testing.

We will explore challenges that relate directly to marketing and strategy roles, and how to apply scientific BE principles to create effective communications, improve conversion (or acquisition, or brand), and how to approach campaigns from a perspective that includes applicable and comprehensive understanding about your consumers and how, when and why they make decisions.

It’s a game changer - we promise.

Cost includes all fees and tax. Vegetarian Breakfast and Lunch Provided

This workshop is suitable for Marketers of all levels.

Please contact Tania@BEworks.com with any questions.


~ Content Syllabus ~

Traditional Marketing versus The BE Approach

  • What is (the purpose of) marketing? Transforming our understanding from
    a BE perspective
  • Understanding the marketplace and consumer needs through science
  • Designing customer-driven marketing strategy - beyond intuition and
    traditional approaches
  • Capturing value from consumers
  • BE to lead/drive marketing strategy
  • Bringing BE to life for Marketers
    • Bounded rationality, heuristics and biases, predictable irrationality,
      choice architecture
  • BE in the marketplace
    • Delayed payments, default options, limiting choice options,
      framing & anchoring

Marketing Information (Research)

  • Developing customer insights & marketing research, with BE
  • Developing marketing information
  • BE & The application of scientific method in Marketing
  • Data: Focus groups, surveys, & big data vs. RCTs

Segmentation, Targeting, & Positioning: the BE View on:

  • Segmentation
  • Targeting
  • Positioning
  • Value Propositions

Disrupting the Marketing Mix (5 P’s) with BE

  • Product: New product development, product life cycle, branding
  • Price: Major pricing strategies, factors impacting pricing, new product
    and product mix pricing
  • Place: Distribution channels, channel design and strategy
  • Promotion: The promotion mix & digital
  • People/Purpose: Sustainable marketing, CSR & BE

Bringing It All Together: BE & Marketing

  • The BEworks Method
  • Don't be afraid of the hard stuff: hypothesis formation and testing with
    science for Marketers

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Date and Time

Location

BEworks

946 Queen Street West

Toronto, ON M6J 1G8

Canada

View Map

Refund Policy

No Refunds

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