Who do we believe? How can your message backfire? What changes people’s behaviour?

The course takes place over 2 weeks offering a challenging and immersive learning experience in behavioural science. Combining live online classes with resources to complete at your own pace, you will learn to apply key insights to everyday contexts and problems in your organisation.

The course will cover:

• The power and limits of social influence
• The rules of social relationships and why brands and organisations need to follow them
• Getting to grips with neuromarketing
• Why everyone is biased and what you can do about it

Course Structure

Introduction

• Meet your instructors and colleagues
• Introduction to social influence
• Participate in live online experiments

Week 1: Influence

• How to influence others
• Make better group decisions
• Neuromarketing: Fact versus fiction

Week 2: Relationships

• Rules of social relationships
• Avoid the pitfalls of the blame game
• Why we are all biased and what can you do about it

Who's it for?

This course is aimed at people who:

• Occupy consumer-facing roles
• Design behaviour-change interventions
• Work in advertising and brand-management
• Work in performance management, including human resources
• Executives working in people-focussed roles within organisations, including human resources

If you do not already have the validation code, please email Pia Horbacki p.horbacki@ucl.ac.uk 

The course:

The course offers a challenging and broad learning experience in consumer neuroscience. It combines live online classes and recorded videos that you complete at your own pace. You will learn how the tools of neuroscience can take your understanding of human behaviour to a new level. A growing number of businesses are realising the business potential of recent discoveries in the functioning of the human brain and mind. You will learn to apply key insights to everyday problems in your organisation in order to set your business ahead of the others. The course covers:

• The limitations of traditional marketing research methods
• How neuroscience can predict market outcomes
• Debunking neuro-myths
• How do biases shape our behaviour and what are some of their commercial implications
• Practical neuromarketing advice
• How to leverage the “seductive allure of neuroscience”

This course is aimed at people who:

• Occupy consumer-facing roles
• Strategists
• Brand-managers
• C-suite execs making strategic decisions
• Anyone designing behaviour-change interventions, including policy makers
• Market researchers, both agency- and client-side