Course Modules

Module 1: Introduction to Behavioral Economics & Consumer Psychology

• What is behavioral economics? Why traditional economics fails

• Fast vs. slow thinking (Daniel Kahneman’s System 1 and System 2)

• Heuristics and cognitive biases that shape decisions

• The science of irrationality in consumer behavior

• Case studies from brands that use BE effectively

Outcome:Participants will gain foundational knowledge of how behavioral economics disrupts traditional marketing models.

Module 2: Cognitive Biases and Their Role in Marketing

• Anchoring, framing, loss aversion, scarcity, and social proof

• The decoy effect, default bias, and endowment effect

• Using biases in pricing, copywriting, and product positioning

• Choice architecture: designing decision environments

• Ethical considerations in behavioral influence

Outcome:Create a "bias map" to apply key psychological triggers in their brand messaging and funnel design.

Module 3: Neuromarketing Principles and Brain-Based Branding

• Introduction to neuromarketing: how the brain responds to stimuli

• Emotional branding and memory formation

• Visual hierarchy, color psychology, and design patterns that drive action

• Attention, arousal, and neurological pathways of persuasion

• Tools and techniques: eye tracking, EEG, facial coding

Outcome:Analyze sample marketing assets using neuromarketing principles to identify engagement gaps.

Module 4: Behavioral Design for Conversion and Loyalty

• Building behavioral triggers into digital experiences (websites, ads, apps)

• Behavioral journey mapping and touchpoint optimization

• Nudging and micro-interactions that shape long-term loyalty

• Friction vs. fluency: UX strategies to drive behavior

• Habit formation and customer retention using behavioral loops

Outcome:Design a customer journey map embedded with behavioral and neuromarketing strategies.

Module 5: Practical Applications, Testing, and Campaign Design

• A/B testing and neuromarketing validation tools

• Interpreting campaign effectiveness using behavioral KPIs

• Building a persuasive campaign using BE + neuromarketing

• Neuromarketing in pricing, email marketing, and content strategy

• Group presentations: Campaign pitch and behavioral blueprint

Outcome:Participants will present a complete campaign concept using behavioral economics and neuromarketing techniques.