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Workshop

An Introduction to Behavioural Economics

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All business depends on selling or marketing to human beings. 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.

Why should this be of interest? 

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

What will you learn, gain, explore and create?

•    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?

Who will deliver this session?

Anthony Tasgal has been writing papers, speaking about and carrying out courses on the subject of consumer decision-making, the brain, emotions and the unconscious for 15 years. 
As well as being a still-active ad agency planner/strategist, and running his Training company, he is a university lecturer and cinema trustee (so a genuine client), so he practises what he preaches.
He is the author of The Storytelling Book, a guide to using storytelling techniques to improve presentations and communication. 
At launch, it reached no. 3 in the WH Smith Business Book chart in the UK, was featured in Foyle's and Waterstones and The Tate Modern bookshop, and is already into a fourth print run.
The book was CIM’s book of the month in December 2015 and was Runner Up in the Marketing Book of the Year award. It was released in the US in February 2016.
 
£150 Non-members
£95 Members (discounted rate)
Book now
Please note
All bookings are subject to approval
Prices are exclusive of VAT

Starts
Thursday 30 August, 2018 9am
Ends
1pm

Venue:
The Office Group, Albert House, 256 -260 Old Street, London EC1V 9DD