To kick off, we’re going to explore how behavioural science can unlock deeper insights into how people perceive value, make choices, and engage with businesses and brands. We’ll start by breaking down the fascinating tension between our rational prefrontal cortex and our instinctive, emotion-driven reptilian brain - exploring how most decisions are made on impulse and justified after the fact.

From there, we’ll dive into the power of heuristics, those mental shortcuts that drive seemingly irrational behaviours, like why we justify indulgences, cling to useless objects, or make inconsistent purchasing decisions. By understanding these cognitive biases, we’ll uncover how marketers can craft messaging, experiences, and strategies that align with the way people actually think and behave - giving brands a real competitive edge.

The Course Structure

Throughout the course we'll tackle 12 biases across four marketing themes:

1. Building Brand Awareness – Understanding how to capture attention.

2. Increasing Value Perception – Enhancing perceived worth.

3. Improving Conversion Rates – Influencing purchasing decisions.

4. Optimising Portfolio Design – Structuring products for success.

Learning Outcomes

• Gain insights into how human psychology affects buying decisions.

• Learn practical ways to tap into behavioural biases to create more effective messaging.

• Develop scientifically-backed strategies to influence consumer choices in your favour.

Let's get started...