Behavioural Economics & Psychology in Marketing

An Interactive 5-Day Training Course

Behavioural Economics & Psychology in Marketing

Inside the Mind of the Customer at the Point of Purchase

NASBA
Classroom Schedule
Date Venue Fees
17 - 21 Nov 2025 Dubai $ 5,950
06 - 10 Jul 2026 London $ 5,950
16 - 20 Nov 2026 Dubai $ 5,950

Introduction

This GLOMACS Behavioural Economics & Psychology in Marketing training course goes to the heart of business success or failure in this 24/7/365 ‘always-on’ world.  It examines the thought processes driving customer’s decision-making.  It examines exactly what brands do to customer’s minds and how to understand every nuance of the purchase decision. 

Customers have never had access to so much information.  For any and every possible purchase decision there is a huge amount of data, statistics, product comparisons etc. available to buyers to review and digest and yet, increasingly, over and over again, we see that actual purchases and purchase behaviours are driven by emotion, short-cuts and other ‘non-logic-based criteria’.  This training course gets to the heart of this.  We think the way we think we think. 

If we can understand this, we can craft marketing communications addressed directly to the way customers actually decide and give ourselves a huge commercial advantage over competitors.

This training course will highlight:

  • How we think we think
  • How we actually do think
  • What Brands do inside our minds
  • How Behavioural Economics should change the way we communicate with customers
  • How to create compelling Marketing propositions using the power of the customer’s psychology and Behavioural Economics

Objectives

At the end of this training course, you will learn to:

  • Understand the psychology of purchasing
  • Understand the psychological nature of impulse purchasing
  • Understand what brands do in customer’s minds to make them successful
  • Understand and know how to use the various elements of Behavioural Economics
  • Create compelling product or service value propositions that use Behavioural Economics to create value and gain business
  • Understand how the customer makes decision, learn what he values and how you can communicate directly with how he actually thinks and behaves

Training Methodology

This Behavioural Economics & Psychology in Marketing is a highly interactive and participative training course that uses a variety of teaching inputs designed to appeal to the widest possible range of Learning styles and delegate types.  It is comprised mostly of a blended mixture of lecture, case-study work, facilitated workshop work, guided personal reflection, video presentations and role-play.

Organisational Impact

An organisation sending delegates to this training course can expect to receive a number of benefits, including (but not limited to):

  • Staff that truly understand the mind of the customer and why he makes the purchase he makes
  • Staff that know how to create a brand that finds its place in the customers mind and is very difficult to dislodge
  • Staff who understand how to change your marketing mix to reflect what actually happens in customer’s mind
  • Staff who know how to converse compellingly with customers in a way that is persuasive, compelling and gets result
  • Staff who find their personal communication skills have improved vastly as a consequence of using tools and techniques to better understand themselves and colleagues
  • Staff able to position your company and its offerings in a unique and compelling way that differentiates your organisation from the competition, giving you a clear space in the market-place

Personal Impact

A person attending this training course will get an insight into how the human brain (their own, as well as others’) truly works.  It will vastly improve their job performance and their relationship with customers, colleagues and loved ones. Other benefits are:

  • Understanding that we do not think the way we like to think we do
  • Learning how to communicate to customers in a way that actually resonates with what is going on inside their own heads
  • Learning how you can apply the ‘levers’ of Behavioural Economics to generate business and gain happy, satisfied customers
  • Becoming far more persuasive
  • Communicating with anyone, in any aspect of your life will be improved, because you know how the other person thinks and know how to communicate with them effectively and efficiently

Who should Attend?

Because this GLOMACS Behavioural Economics & Psychology in Marketing training course is about how we all use our brains to come to decision, and because we all have brains, there is no one that is not suitable for this training course.

However, this training course is perhaps most suitable for: 

  • Brand Managers
  • Marketing Executives
  • Customer Experience (Cx) Professionals
  • Key and Global Account Managers
  • Business Development Professionals
  • Customer Service Professionals
  • HR Executives
  • Entrepreneurs
  • Pricing Executives
Course Outline
Day 1

Introduction to Behavioural Economics

  • What is Behavioural Economics?
  • Why is it useful in marketing?
  • ‘We don’t think the way we think we think”
  • Inside the customer’s mind and the decision-making process
  • Changing the customer’s decision-making processes
Day 2

Using the ‘Levers’ of Behavioural Economics – Part 1 

  • The primacy of emotion
  • System 1 versus system 2 thinking
  • ‘We are strangers to ourselves’
  • We are social animals, how to use social media in Behavioural Economics
  • Choice Architecture & framing
  • Heuristics
Day 3

Using the ‘Levers’ of Behavioural Economics – Part 2

  • Chunking & simplification
  • Loss aversion
  • Priming & anchoring
  • The power of context
  • Small details
  • Commitments
Day 4

Persuasion and Influence 

  • The Science of Persuasion
  • Scent marketing
  • Optimal product presentation
  • The power of the ‘Nudge’
  • How to gain influence and be compelling
  • Customer personality profiling
  • The change equation
Day 5

Behavioural Economics Market Plan Creation

  • Using BE ‘Levers’ in your Marketing - Workshop
  • Using BE with customer personas
  • Creating compelling value propositions with BE principles - Workshop
  • Using BE to create and maintain rapport
  • Creating compelling value propositions - Workshop
  • Summary of training course and recap
Certificates
  • On successful completion of this training course, GLOMACS Certificate will be awarded to the delegates. Continuing Professional Education credits (CPE): In accordance with the standards of the National Registry of CPE Sponsors, one CPE credit is granted per 50 minutes of attendance.
Providers and Associations

Endorsed Education Provider

KHDA
NASBA

In Association With

Frequently Asked Question:

GLOMACS offers both online andperson training options. You can choose from interactive virtual sessions or attend one of our globally locatedperson training courses. The flexibility ensures that learning fits your schedule and preferences.
Yes, GLOMACS provides customized training solutions tailored to meet the specific needs of organizations. We work closely with companies to design bespoke training courses that address their unique challenges and objectives.
Our courses are structured to provide a balanced mix of theory and practical application. They typically include presentations, case studies, group discussions,on activities, and interactive Q&A sessions to maximize learning outcomes.
For detailed information about specific courses, including course content, schedules, and instructors, you can visit our website or contact our customer service team. They will be happy to provide all the information you need to make an informed decision.
You can register for a GLOMACS training course by visiting our website, selecting the course of your choice, and following the simple registration process. You can also contact our support team for assistance with the registration process.
Attending a GLOMACS training course offers numerous benefits, including enhanced professional skills, increased employability,recognized certification, networking opportunities with peers and experts, and the chance to apply practical knowledge directly to your workplace.
GLOMACS is a globally recognized leader in professional training and development, with a reputation for deliveringquality,driven training courses. We offer a broad spectrum of training courses taught by expert trainers, flexible delivery options (both online andperson), and accredited certifications that add real value to your career.

Yes, upon successful completion of any of our training courses, GLOMACS Certificate will be awarded to the delegates. This certificate is a valuable addition to your professional portfolio and is recognized across various industries.

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