Course Description
This course examines the integration of behavioral science principles into marketing strategy and consumer engagement within digital, cultural, and innovation-driven contexts. Drawing on research from psychology, behavioral economics, neuroscience, and decision science, the course explores how individuals perceive information, form preferences, and make choices under conditions of uncertainty and cognitive limitation. It critically analyzes how behavioral insights can be ethically applied to influence consumer behavior, shape brand perception, and optimize product adoption.
Students investigate evidence-based frameworks for designing marketing interventions, communication strategies, and user experiences informed by human behavior. The course emphasizes experimental design, data-driven testing, and continuous optimization of marketing actions across digital platforms. Through applied projects and empirical analysis, students develop the capacity to design, evaluate, and refine behaviorally informed marketing strategies while considering ethical implications.
Learning Outcomes
Upon successful completion of this course, students will be able to:
Knowledge
- Demonstrate advanced understanding of behavioral theories relevant to consumer decision-making and persuasion
- Explain cognitive biases, heuristics, and emotional drivers influencing market behavior
- Analyze how behavioral science informs marketing strategy, user engagement, and brand positioning
Skills
- Design marketing interventions grounded in behavioral insights
- Develop and test hypotheses using experimental and quasi-experimental methods
- Interpret behavioral data to optimize marketing performance
- Apply segmentation strategies based on behavioral patterns
Competencies
- Integrate behavioral science into strategic marketing planning
- Evaluate the effectiveness and ethical implications of influence techniques
- Adapt marketing strategies to evolving consumer behavior and digital environments
- Apply evidence-based reasoning to marketing decision-making
Key Topics Covered
- Foundations of behavioral economics and decision science
- Cognitive biases and heuristics in consumer behavior
- Emotion, attention, and memory in marketing communication
- Persuasion theories and influence mechanisms
- Behavioral segmentation and personalization
- Habit formation and user engagement design
- Choice architecture and nudging strategies
- Experimental design and A/B testing in marketing
- Data-driven marketing optimization
- Ethical considerations in behavioral influence