An Interactive 5-Day Training Course
Behavioural Economics & Psychology in Marketing
Inside the Mind of the Customer at the Point of Purchase
Course Overview
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
Training 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
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
About Saudi Glomacs
At Saudi GLOMACS, we specialize in delivering world-class training courses in Saudi Arabia and across various international locations. Our training courses are tailored to meet the unique demands of Saudi Vision 2030 and the Human Capability Development Program, focusing on empowering Saudi citizens and enhancing workforce skills. We offer diverse courses spanning leadership, management, engineering, and technical disciplines to cultivate expertise and drive professional growth. Our flexible learning options—whether in-person, online, or in-house—ensure accessibility and convenience for individuals and organizations alike.
With over 30+ years of experience through the GLOMACS global network, we are committed to delivering innovative, results-driven training solutions. Our expert instructors combine industry knowledge with dynamic teaching methods, fostering practical skill development and long-term career success. By choosing Saudi GLOMACS, you're investing in personal excellence and contributing to the Kingdom’s sustainable economic growth and vision-driven transformation.
Training 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 Sponsor, one CPE credit is granted per 50 minutes of attendance
Accreditation
GLOMACS is registered with NASBA as a sponsor of Continuing Professional Education (CPE) on the National Registry of CPE Sponsors. NASBA have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.learningmarket.org.
All Training Seminars delivered by GLOMACS by default are eligible for CPE Credit.
Providers and Associations
Sessions in international locations
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