Master Behavioral Economics with Leading Yale Scholars
Drive better business results using cutting edge behavioral research to:
- Better frame your value proposition
- Design memorable customers experiences
- Understand conscious and unconscious choice drivers
- Redesign research practices to generate real consumer insights
- Learn how to become an effective test and learn organization
Why you need behavioral economics
Marketing and product departments spend billions to understand and influence consumers—with mixed results. Behavioral economics brings to bear psychology, economics, and marketing to better understand the often-hidden factors that really influence consumer behavior.
Expertise: 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.
Impact : Forge Leading Theory into Effective Practice
Grounded in the YCCI Decision Framework, the course systematically uncovers the fundamental behavioral insights that can be put to use to drive business results. Throughout the program, faculty share the current thinking in behavioral economics, moderate discussions, and guide work sessions to ensure learning in our classroom leads to action in
your boardroom.
Eligibility
Experienced executives who lead functional teams in such areas as marketing, branding, insights, innovation, product management, technology, strategy, and communications
LANGUAGE
English, with simultaneous translation into Chinese
CURRICULUM
DAY 1: The Foundations of Behavioral Economics
- A Behavioral Economics Framework: Beliefs, Goals, and Choices
- Choice Architecture and the Theory of Choice
- Designing Satisfying Customer Experiences
- Goal Activation and Receptivity
- Motivation: A Contextual Perspective
DAY 2: Framing Value and Image with Behavioral Economics
- Framing Brand Value
- Framing Price
- Designing Effective Value and Pricing Frames
- Communications: Mindsets and Self-Control
- Overcoming Consumer Inertia to Choice
DAY 3: Conducting Deep Market Research Using Behavioral Economics
- The Value of Experimentation: Why We Should Test
- Designing Experimentation
- Behavioral Lens on Consumer Research
- Designing a Useful Test
Time and Location
November 4 to 6, 2016
Yale Center Beijing
8 Jianguomenwai Avenue
36th Floor
Tower B of IFC Building
(Yong'anli Subway Station, Exit C)
Registration
Investment:
$7,800 (inclusive of lunch, tea breaks, and opening and closing banquets)
A 15% discount is offered for groups of 4 or more from the same company and for Yale SOM alumni.
To register for this event, please contact Xiuling Li:
Xiuling Li
Email: xiuling.li@yale.edu
WeChat: 16787648786
Faculty will include:
Ravi Dahr
George Rogers Clark Professor of Management and Marketing
Director of the Center for Customer Insights
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, an area that overlaps heavily with behavioral economics and consumer behavior.
Public Event