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

• The old rational or cognitive model and why it still clings on
• Instead, the new understanding of the brain and focussing on inherent and automatic responses
• The role and importance of engaging the emotions
• From the individual to the collective
• Content versus context
• How to understand System 1 and System 2
• Specific areas such as priming, norms, heuristics and availability will be explored for their separate and cumulative impact
• What this means for communications, changing consumer (and B2B) behaviour and
communication and new product development
• Specifically, what does BE mean for market research?

Course Dates

Start Date Days Location
27 Jun 2019 1 London
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29 Aug 2019 1 London
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23 Oct 2019 1 London
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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.


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