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Nudge: marketing interventions for behavioral change

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-BA3S1-MKT-MKTB3-EE33UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Bachelor3S1English
Professeur(s) responsable(s)R.CADARIO
Intervenant(s)R.CADARIO


Pré requis

Students are not required to have taken preliminary courses in marketing or behavioral economics.

Objectifs du cours

- Have a deeper understanding of the nudge approach
- Apply knowledge from both theory (behavioral economics) and practice (existing cases and studies)
- Identify the key factors for successful behavioral change
- Suggest action plans for effective & innovative change
- Enjoy the non-mandatory participation to the nudge challenge 2016 (Objective Paris Olympics 2024), for which students will have to imagine a new nudge in a 3/5 minutes video contest (http://www.nudgefrance.org/nudgechallenge/)

Contenu du cours

In the past few years, seminal work in behavioral economics have discussed the “nudge” approach, seeking to design effective actions aimed at encouraging behavioral change in terms of health, wealth, happiness, etc. Thaller and Sustein (2008) illustrate a simple nudge that intends to get men stop peeing on the floor: attaching an image of an houselfy in the urinals. The result: Spillage declined 80 percent. It turns out that, if you give men a target, they can’t help but aim at it.

In this course, we will cover nudges in a broad range of areas such as tax payment, energy saving, green consumption, health choices, working performance, education and poverty. We will focus on learning from theory and practice in order to better understand how to be more successful in changing people’s behavior.

6 Sessions: #1 Introduction, #2 Practice: nudge & public policies, #3 Theory: Predictably irrationals, #4 Method: nudge evaluation, #5 Conclusion: from nudge to nudge marketing, #6 Final presentations.


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00   The 16 course hours will be used for both interactive sessions (theory and examples) and in-class group work sessions to prepare the assignements and projects.
Independent study
Group Project24,00   2 small group assignements, and 1 final group project to be presented during the last session.
Estimated personal workload10,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

Students will be evaluated based on:
- 10%: Class participation
- 20%: 2 small group assignments (format 10 slides max) for which only one or two groups will be asked to make an oral presentation.
- 40%: 1 group project about the creation of a new nudge (format 20 slides max) for which all the groups will present their results during the last session.
- 30%: Final exam: MCQ + open questions

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00110,00
Final Exam
Written exam2,00130,00
Others
Case study0,00120,00
Group Project0,00040,00
TOTAL     100,00

Bibliographie

  • Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Penguin Books -

  • Ariely, D. (2008). Predictably irrational. New York: HarperCollins -

  • Singler, E. (2015). Winning at Behavioral Change. Pearson. -


Ressources internet



 
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