Rethinking Marketing and Insights: Behavioral Economics Immersion (2017)
Time and Location
Friday to Sunday, 07/21/2017 - 07/23/2017
Yale Center Beijing
8 Jianguomenwai Avenue, 36th Floor, Tower B, IFC Building (Yong’anli Station, Exit C)
The executive program, Rethinking Marketing and Insights: Behavioral Economics Immersion (July 21 – 23, 2017 at the Yale Center Beijing) organized by Yale Center Beijing in collaboration with the Yale School of Management explores new research-driven approaches to elevate your consumer understanding, marketing, communication, product development and brand building.
The 3-day program focuses on the lessons of behavioral economics to drive deeper understanding of your consumer and, in turn, impact all aspects of your marketing and insights organization. The program delivers new, inspired ways to think about the whole consumer journey – including refining brand value, pricing reframing of products or services, designing elevated customer experiences, conducting consumer research through test-and-learn and much more!
Professor Ravi Dhar
Ravi Dhar is the George Rogers Clark Professor of Management and Marketing and director of the Center for Customer Insights at the Yale School of Management. He also has an affiliated appointment as professor of psychology in the Department of Psychology, Yale University. 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. His research focuses on using psychological principles, such as limited self-control and cognitive limitations in processing information, to investigate fundamental aspects about the formation of consumer preferences and goals in order to understand consumer behavior in the marketplace.
Professor Nathan Novemsky
Nathan 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, an area that overlaps heavily with behavioral economics and consumer behavior. He has published articles in leading marketing and psychology journals on topics that include: how people made judgments and decisions based on the information in front of them, how they know what they like, how the way they frame decisions affects the choices they make, how they choose and evaluate gifts, how their goals influence their behavior and other topics in judgment and decision-making.