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Behavioural Economics and its use in Marketing

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Course details

1 hour
Featuring: Rory Sutherland
Vice Chairman of Ogilvy

Objective of Course:

Over the past 20 years, behavioural economics has gained global momentum and influence in many areas of society. One area in particular this trend has gained momentum and popularity in is marketing. So, how can behavioural economics be applied in marketing and why is it important for marketers to know about and use?


This course provides a great introduction into the exciting and growing world of behavioural economics. We will look at the basics of behavioural economics; how it can enhance the customer experience; the impact it has on the 4Ps of marketing; how marketers can leverage behavioural economics effectively in their marketing strategies; and some of the challenges when applying it to real-world situations.

Here are a number of Topics We will Look at:

  • What behavioural economics is and why it is important

  • System 1 and System 2 thinking

  • Nudge theory

  • Behavioural economics into customer experience

  • Challenges and changing trends that impact behavioural economics and the use within marketing

Learning outcomes:

  • Determine the psychological aspects of consumers and their preferences

  • Determine techniques to influence consumers and help them make decisions

  • Understand the different types of behavioural economic approaches that can be used in marketing research

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