Behavioral economics is the science of how and why people make the decisions they do. It’s the study of what truly motivates us – in the choices we make as consumers to the biases that affect our behaviors and habits. Today, more and more companies and organizations, from Google and Facebook to The World Bank, are leveraging insights from behavioral economics to help solve their business challenges.
In this course, students will learn how to apply insights from psychology and behavioral economics in the business environment. Participants will learn to create compelling value propositions, deploy effective user research and A/B testing, design better products and customer experiences, and launch more effective pricing and marketing strategies. By designing an environment and creating thoughtful interventions, we are able to improve people’s decision making in a way that benefits customers while also growing a company’s bottom line.
Course Goals:
Students will learn the key principles of behavioral economics and how to apply them in a business context. Upon completing the course, students will view themselves as choice architects; they will know how to shape customers' decisions by shaping the environment where the decisions are made.
Students who complete the course will:
- Understand how customers really think
- Be able to identify and create product features that are most compelling to customers
- Understand the psychology of money and know how to create effective pricing strategies
- Be able to create effective A/B testing and research plans, avoiding common mistakes and pitfalls
- Know how to make small changes that produce big results
Who this class is for:
Marketers, product managers, designers, and anyone interested in behavioral economics and consumer psychology.
Note:
Course Number: ENVR-40012
Credit: 2.00 unit(s)
Related Certificate Programs: Digital Marketing, Search Engine Optimization (SEO), Sustainability & Behavior Change
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10/5/2020 - 11/21/2020
$550
Online
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CLASS TYPE:
Online, Web-based instruction
Lomax, Micah
Based in San Diego, Dr. Micah Lomax is the Head of Insights for NA and LATAM at HP. He has deep experience in multi-national B2B and B2C research that utilizes both quantitative and qualitative methods. He specializes in marketing mix modeling and the statistical analysis of marketing efforts, and has designed research across multiple industries including CPG, Retail, Grocery, Food and Beverage, AEC, M&E, and Technology. His diverse background has resulted in teaching and research positions in both business and music theory, and gives him a creative perspective on market research and the delivery of data-based insights and recommendations.
Micah holds a PhD in Music Theory and Composition from The Florida State University where his dissertation developed computational algorith...Read More
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TEXTBOOKS:
REQUIREDThinking Fast and Slow 1st
by Daniel Kahneman
ISBN / ASIN: 9780374533557
You may purchase textbooks via the UC San Diego Bookstore.
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POLICIES:
No refunds after: 10/12/2020.
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10/5/2020 - 11/21/2020
extensioncanvas.ucsd.edu
You will have access to your course materials on the published start date OR 1 business day after your enrollment is confirmed if you enroll on or after the published start date.
There are no sections of this course currently scheduled. Please contact the Science & Technology department at 858-534-3229 or unex-sciencetech@ucsd.edu for information about when this course will be offered again.