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

UCL Changing Minds is pleased to offer this bespoke course in Behavioural Science to be delivered to students from China. The course will be delivered in-person and offers a combination of short presentations, interspersed with live demonstrations and interactive learning. The course consists of 10 sessions, each 2 hours. The 10 sessions will be offered over 9 days from Wednesday 7^th February - Tuesday 20^th February.

UCL 26 Bedford Way WC1H 0AP

The Lumen Community, 88 Tavistock Place, London WC1H 9RS

The workshop will cover:

• The power of individuals to influence groups’ behaviour
• The impact of social norms on organisational culture
• How decisions are made in groups
• The ways social biases affect organisational efficiency
• Strategies to alleviate social biases beyond implicit bias training
• Practical approaches to driving culture change within organisations