Behavioural Science: Executive Programme

The programme involves six three-hour evening sessions, followed by a full day on practical application.

You'll also need to do some extra reading outside of these times to meet the objectives of the programme.

Session 1 - explore the key psychological processes of attitude formation, including attention, memory and learning.

Session 2 - tap into the non-conscious drivers of behaviour. Define the influence of emotion, arousal and information processing which alters behaviour change.

Session 3 - how identity and the self impact upon consumption, covering product versus context-driven choices and ageing.

Session 4 - the processes of decision making and the dynamics of goal-directed behaviour with an emphasis on hedonic versus utilitarian choice models.

Session 5 - the relation between colour, aesthetics and personality, and ways to enhance consumer experience.

Session 6 - an overview of consumer neuroscience, the most common ways to measure ongoing brain processes and central pieces of recent research in the field of neuroscience and marketing.