Formation/Cours

– Understand Behavioral Economics and Nudge concepts (people behaviour, theories and key concepts).
– Understand how Nudge Marketing works in real life based on cases studies (brand cases studies).
– Acquire marketing concepts of the “Consumer path to purchase”, “Moment of Truth” and the gap between desired and current behaviors.
– Learn the drivers of influence an dcongnitive bias (approx. 20) to create and Nudge initiative
– Acquire the methodology to implement Nudge Marketing (methods, observation, consumer research, template).
– Apply Nudge: implement a Nudge to complete an effective & innovative plan (EAST and BE templates).

Nudge marketing is based on the researches in behavioral sciences / economics related to the “nudge” approach which intend to develop effective initiatives inspiring a positive behavioral change (mainly in health, wealth and happiness, public policies, healthcare, etc.).
The course covers Nudge marketing practices in various business sectors with brands examples of manufacturers and business services and digital companies (Danone Waters, Nestlé, Cosmétique Active, Ariel P&G, Dove, Apple etc..).
Thus, from Nudge marketing key concepts studied on session 1, the course goes to cases studies and working group, marketing practices in-class with a methodology provided to develop a nudge project.
Sessions:
#1 Introducing Nudge theory and real example (health, public policy, hospitality, ecology …)
#2 Brand practices in various business (PCG manufacturers, service companies, digital)
#3 Nudging : The Drivers of influence impacting our behavior + Working groups
#4 Nudge Marketing methodology and nudge evaluation,
#5/#6: Project and Group presentations, Feedback (Distinct case for each group)