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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 2.00
Training officer(s)
R.CADARIO
Stakeholder(s)
JC.BONNARD
Présentation
Prerequisite
Marketing principles and a consumer-oriented mindset. Interest for understanding behavioural sciences.
Goal
- 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).
- 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).
Presentation
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)
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)
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | 16 hours of interactive sessions (theory, cases). Working sessions to prepare assignments and projects. | |
| Autoformation | |||
| Lecture du manuel de référence | 1,00 | Various articles and cases studies | |
| Recherche | 1,00 | Related to consumer behavior | |
| Travail personnel | |||
| Group Project | 20,00 | One group assignment presented during the last session | |
| Individual Project | 10,00 | One Individual project (online) | |
| Overall student workload | 48,00 | ||
Evaluation
Students will be evaluated based on:
Class participation (10%), Individual assignment & short presentation (20%), a Group project (distinct per group) on a nudge marketing (40%) with a presentation and a final exam MCQ & Open question for 30%.
Class participation (10%), Individual assignment & short presentation (20%), a Group project (distinct per group) on a nudge marketing (40%) with a presentation and a final exam MCQ & Open question for 30%.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 16,00 | 1 | 10,00 |
| QCM | 1,30 | 1 | 30,00 |
| Autres | |||
| Projet Individuel | 0,00 | 2 | 20,00 |
| Projet Collectif | 10,00 | 1 | 40,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
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. -
Ariely, D. (2008). Predictably irrational. New York: HarperCollins -
Singler, E. (2015). Winning at Behavioral Change. Pearson. -
Internet resources
IESEG ONLINE
Nudge websites
Nudge websites
http://www.nudgefrance.org
http://www.nudgingforgood.com
http://www.nudges.org
http://www.behaviouralinsights.co.uk/