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: This class will be held in various formats. There will be two in-class meetings held on August 3rd and 4th, 2018 from 8:30am - 1:00pm; one session will be held as a live webinar on August 10th from 9:00am - 12:00pm. The final two sessions will be offered online during the weeks of August 13th and 20th and can be viewed at any time during the week.
Course Number: ENVR-40012
Credit: 2.00 unit(s)
Related Certificate Programs: Marketing, Sustainability & Behavior Change
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8/3/2018 - 8/25/2018
$550
Hybrid
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CLASS TYPE:
Hybrid, Online & Classroom instruction
Gosnell, Evelyn
Evelyn is the Lead Behavioral Researcher at Irrational Labs and frequent speaker in behavioral economics and consumer psychology. She is an expert in helping companies use the science of decision-making to better understand how real people think and behave, thereby creating better products and services for them.
Evelyn’s work spans across a broad array of industries and includes work with Google, Procter & Gamble, and Aetna. Evelyn has also partnered with behavioral economist Dan Ariely to collaborate on behavioral science initiatives with start-ups. She has worked with companies in health & wellness, FinTech, insurance, online dating, and the nonprofit sector.
Before joining the Irrational Labs team, Evelyn collaborated with Dr. Brian Wansink, Director of the Cornell Food & Brand Lab and leading researcher on consumer behavior. She has also worked with behavioral economists at UVA and Harvard, and she is a guest lecturer at UCSD Rady Business School.
Evelyn transitioned to the world of behavioral economics from a corporate background in Product Management and Marketing. She started her career at Christian Dior Parfums in Paris and subsequently worked in various product management, marketing, and sales positions in cosmetics and apparel.
Evelyn holds a B.A. in cultural anthropology from Duke University and graduated summa cum laude. She also completed a Master’s degree in Marketing from the Institut d’Etudes Politiques in France.
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POLICIES:
No refunds after: 7/26/2018.
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| DATE | DAY | START | END | LOCATION |
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| 8/3/2018 | Fri | 8:30 a.m. | 1:00 p.m. | Room 306, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego |
| 8/4/2018 | Sat | 8:30 a.m. | 1:00 p.m. | Room 306, UCSD Extension University City Ctr, 6256 Greenwich Dr., San Diego |
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.