IPA/WBS 'FastTrack' programme
Behavioural Economics
Immerse yourself in the principles of behavioural economics and explore their business application in a new three-day fast track programme.
It’s a collaboration between the IPA and Warwick Business School, a leading Behavioural Science academic institution. Designed for senior executives, the programme investigates how behavioural economics can drive marketing and shape new product development.
Price: Members = £3,000. Non-Members = £3,500 (+VAT)
For bookings, e-mail matt@ipa.co.uk
New IPA/WBS 'FastTrack' programme
Behavioural Economics
Loss aversion. Scarcity value. Price perception.
Immerse yourself in the principles of behavioural economics and explore their business application in a new three-day fast track programme.
It’s a collaboration between the IPA and Warwick Business School, a leading Behavioural Science academic institution. Designed for senior executives, the programme investigates how behavioural economics can drive marketing and shape new product development.
Pioneered by former IPA President Rory Sutherland as a way of understanding and changing consumer behaviour, the discipline enjoys wide credence in adland, and with the Cabinet Office.
WBS is one of Europe's strongest business schools, with a range of programmes, from undergraduates to postgraduate degrees, which are globally recognised as outstanding.
The IPA is the UK's leading trade and professional body for advertising, media and marketing communications agencies, pioneering training and research for one of the most important and dynamic sectors in the UK economy.
This Open programme has been designed for people working in marketing or communications departments, and related functions, across the full range of industries, and in both the public and private sectors; as well as those working directly for the advertising and marketing communications sector.
"This partnership with a leading business school can supply fresh insights into human behaviour, allowing us to create more valuable and effective ideas for clients-without necessarily waiting for a brief"
Rory Sutherland, Vice - Chairman, Ogilvy Group UK
Aims of the programme
- Understand human behaviour
- Establish how to think emperically and use data effectively
- Develop an understanding in behavioural economics
- Acquire the confidence to communicate and implement a plan
- Identify actions that each delegate can take back to their own business
Programme Content
Day 1
- Set the scene, introduce behavioural economics concepts within the frame-work of the delegates' own businesses
- Visit to Birmingham Airport
- Briefings from key personnel
- In airport observation
- Return to Warwick for talk on testing facilities and experimental methods
- Syndicate work
- Dinner with key note speaker Rory Sutherland
Day 2
- Syndicate work, developing ideas/theories for testing am/pm experiments with Warwick teams
- Speaker talks and discussion on key themes
- Syndicate work
Day 3
- Syndicate work to incorporate learnings from experiment
- Presentations to key Birmingham airport staff and feedback
- Application of learnings to delegates' own businesses and clients
- Action planning
"Over the past two years, the IPA has pioneered the application of Behavioural Economics in advertising, with innovative publications, inspiring industry test-and-learn events, and workshops with the Cabinet Office.
At Warwick Business School we are delighted to be working as a partner with the IPA on a number of research and educational initiatives, which will further strengthen the links between the art of advertising and the Science of behaviour"
Nick Chater, Professor of Behavioural Science, Warwick Business School
Price:
Members = £3,000 +VAT
Non-Members = £3,500. +VAT
For bookings, e-mail matt@ipa.co.uk