All business depends on selling or marketing to human beings. Anything that helps us better understand how and why people buy things must improve our chances of commercial success. Behavioural economics offers a more scientifically robust and accessible model for understanding the basis of behaviour change in a fundamentally different way and how to implement against it.

Who should attend?

This course will touch all aspects of business, so all those who work in marketing, sales, creative, innovation, research and insight and communications development to culture/change management and HR. In short, it is essential for anyone whose role involves exploring or affecting decision–making, both B2C and B2B.

Learning outcomes

  • Replace the old faulty, if seductive, model of the rational consumer, with one that is more in line with cutting–edge thinking about the emotional and social triggers that underlie behavioural change
  • This will affect how you make decisions within company culture, across all elements of marketing such as pricing, positioning, creativity, communications and innovation
  • In its place, concepts such as choice architecture, heuristics, anchoring, priming and other such cognitive biases will be clearly explained and collaboratively applied
  • Specifically, what does it mean for research, insight and communications?

Course Dates

Start Date End Date Location
27 Jun 2019 27 Jun 2019 London
29 Aug 2019 29 Aug 2019 London
23 Oct 2019 23 Oct 2019 London

Course Director

Anthony Tasgal

Tas has created or endured around 6,000 presentations in his career. As a result, he has been writing and carrying out courses on the subject of storytelling in business for 15 years from the UK to the US and in France. Over that time, he has trained some 1,000 people in the art and science of storytelling. He is the author of The Storytelling Book [LID publications]. It was CIM’s book of the month in December and 2015, runner up in Marketing Book of the Year 2016, and is already in a third print.


Is this course right for me? To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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