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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)
R.CADARIO
Présentation
Prerequisite
Students are not required to have taken preliminary courses in marketing or behavioral economics.
Goal
At the end of the cours, the student should be able to:
- Have a deeper understanding of choice architecture or 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
- Have a deeper understanding of choice architecture or 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
Presentation
The same course as NUDGE MARKETING in Bachelor 3.
In the past few years, seminal work in behavioral economics have discussed choice architecture or 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 using choice architecture.
In the past few years, seminal work in behavioral economics have discussed choice architecture or 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 using choice architecture.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Travail personnel | |||
| Group Project | 6,00 | ||
| Overall student workload | 22,00 | ||
Evaluation
Class participation, individual and team assignements, oral presentations.
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Participation | 0,00 | 0 | 10,00 |
| Examen (final) | |||
| Examen écrit | 0,00 | 0 | 30,00 |
| Autres | |||
| Projet Collectif | 0,00 | 0 | 40,00 |
| Rapport écrit | 0,00 | 0 | 20,00 |
| 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 -