Behavioral Economics & Neuromarketing Strategy Course
Register for this course
We are committed to delivering this course in multiple training formats to accommodate your needs. Our state-of-the-art learning facilities ensure a comfortable and engaging experience. With our flexible face-to-face training calendar, you can select any classroom course and have it delivered at a venue of your choice, offering you unparalleled convenience and exceptional value.
Course Overview
This course explores how psychology, neuroscience, and behavioral economics intersect to shape consumer decisions. Participants will learn to apply cognitive bias frameworks, neuromarketing tools, and behavioral design principles to influence perception, pricing, messaging, and UX.
With a focus on ethical persuasion, AI-enhanced testing, and brain-based branding, learners will gain practical skills to design campaigns that resonate deeply and convert consistently—across digital, physical, and sensory touchpoints.
Course Duration
5 Days
Target Audience
- Marketing, brand, and product managers
- UX/UI designers and content strategists
- Consumer psychologists and market researchers
- Entrepreneurs and creative directors
- Advertising, pricing, and behavioral design teams
Personal Impact
- Gain a science-backed toolkit for persuasive marketing
- Build a portfolio-ready behavioral campaign strategy
- Strengthen their ability to decode and influence consumer behavior
- Stay ahead of trends in neuromarketing and ethical design
Organizational Impact
- Improve campaign performance through behavioral targeting
- Increase ROI with neuroscience-informed creative and pricing
- Build internal capacity for ethical, data-driven persuasion
- Enhance customer experience through behavioral UX design
- Foster innovation in branding, messaging, and product strategy
Course Level: Intermediate
Course Objectives
By the end of this course, participants will be able to:
- Apply behavioral economics principles to influence consumer decisions
- Leverage cognitive biases in pricing, messaging, and product framing
- Use neuromarketing tools (eye-tracking, EEG, facial coding) to test creative assets
- Design behavioral journeys that nudge users toward action and loyalty
- Integrate AI tools (ChatGPT, Brevo, Hotjar) for behavioral testing and personalization
- Ensure ethical use of behavioral triggers and comply with data privacy standards
Course Outline
Module 1: Behavioral Economics Foundations
- Fast vs. slow thinking (System 1 & 2)
- Heuristics and irrational decision-making
- Case studies: brands using behavioral nudges
Module 2: Cognitive Biases in Marketing
- Anchoring, scarcity, loss aversion, social proof
- Framing, decoy effect, default bias
- Mapping biases to funnel stages and messaging
Module 3: Neuromarketing Principles
- Brain science behind attention, emotion, and memory
- Visual hierarchy, color psychology, and sensory branding
- Tools: eye-tracking, EEG, facial coding, biometric feedback
Module 4: Behavioral Design & UX
- Behavioral journey mapping and micro-interactions
- Habit loops, nudges, and friction reduction
- Applying behavioral science to websites, apps, and ads
Module 5: Campaign Testing & Optimization
- A/B testing with behavioral KPIs
- AI-assisted copy testing (ChatGPT, Jasper)
- Neuromarketing in pricing, email, and content strategy
Module 6: Ethics, Privacy & Compliance
- Ethical persuasion vs. manipulation
- GDPR, Kenya Data Protection Act, and consent design
- Accessibility and inclusive behavioral design
Module 7: Case Study – Brain-Based Campaign
- Analysis of a campaign using behavioral and neuromarketing tools
- Strategy, execution, results, and lessons learned
- Application to capstone project
Module 8: Capstone Project
- Design and present a behavioral marketing campaign
- Include bias mapping, neuromarketing rationale, and testing plan
- Peer review and instructor feedback
Course Administration Details:
METHODOLOGY
The instructor-led trainings are delivered using a blended learning approach and comprise presentations, guided sessions of practical exercise, web-based tutorials, and group work. Our facilitators are seasoned industry experts with years of experience, working as professionals and trainers in these fields. All facilitation and course materials will be offered in English. The participants should be reasonably proficient in English.
ACCREDITATION
Upon successful completion of this training, participants will be issued a Skillstate Institute certificate.
TRAINING VENUE
The training will be held at a Skillstate Institute Training Centre. The course fee covers the course tuition, training materials, two break refreshments, and lunch. All participants will additionally cater to their travel expenses, visa application, insurance, and other personal expenses.
ACCOMMODATION AND AIRPORT PICKUP
Accommodation and airport pickup are arranged upon request. For reservations contact the Training Officer.
Email: info@skillstateinstitute.org
Phone: +254100920301
TAILOR-MADE
This training can also be customized to suit the needs of your institution upon request. You can have it delivered in our Training Centre or at a convenient location. For further inquiries, please contact us on:
Email: info@skillstateinstitute.org
Phone: +254100920301
PAYMENT
Payment should be transferred to our Skillstate Institute account through a bank on or before the start of the course. Send proof of payment to info@skillstateinstitute.org