This short course looks into how consumer beliefs, perceptions and biases influence choices, or purchase and usage decisions by applying behavioral theories and concepts.   With this understanding and the tools presented here, the marketer is able to formulate marketing, sales and implementation plans, product/service or user design, among others, that are able to guide the decision making process of the consumers who are more often irrational than intentional.  This process is done with an awareness of consumer psychological risk taking and biases and a scientific design for experimentation.  

METHODOLOGY: Besides the lectures with case examples, there will be pre-work, class discussions and workshops, for immediate application.
(Note: To maximize learnings, the class size is limited to the first 20 confirmed participants, please apply early.)

KEY BENEFITS FOR PARTICIPANTS
Participants will:
• Find new ways of understanding customers who might not be even aware of their own behaviors or desires
• Be able to craft experiments  and different ways of implementing marketing and sales ideas
• Develop critical thinking skills while realizing occurrences at both macro and micro levels
• Appreciate their own ways of learning, thinking and doing via better self-awareness and empathetic openness to each others’ differences or biases

KEY BENEFITS FOR COMPANY
The sending company will:
• Benefit from the new ways their teams can produce new ideas and new ways of executing 
• Have more customer-centric teams with deeper understanding and clarity on providing total  solutions to marketing and sales problems
• Have a team with higher critical thinking and better insighting approaches
                                       
WHO SHOULD ATTEND
This program is ideal for marketers of all levels who need new lenses in crafting ideas to increase sales, and effortlessly connect the consumer and the brand.  Sales teams  or change management groups can also benefit from the behavioral science and psychology concepts to be discussed.

PROGRAM OVERVIEW                                                                               
Day 1: Understanding customer behaviors
• Beliefs, Perceptions and Memories
• Choice Environment, Heuristics and Biases
Day 2: Behavioral Economics as a template for new ideas and innovation
• 6 Steps to Operationalize BE in your Company
• The Process of Experimentation
• Nudge for good

Some industries to be cited for application of concepts:
• Airline
• Appliance and department stores
• Bicycles/Car
• Charity 
• Digital Photography
• E-commerce
• FMCG
• Food and Beverage
• Insurance/Investments
• Lottery/Gambling
• Media
• Medicines and Vaccinations
• Military
• Mobile phones
• Restaurant
• Sin Products
• Supermarket
• Watches

ABOUT THE INDUSTRY EXPERT
CHIQUI ESCAREAL-GO 
CEO and Chief Behavioral Strategist     
 
  • Co-author/editor of 9 marketing and entrepreneurship books
  • Immediate Past Chair of the Women’s Business Council Philippines
  • Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)
  • Finished the Advanced Management Program (IESE Business School New York and Barcelona)
  • Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley
  • Certified Executive Coach (by the Behavioral Coaching Institute) and Certified A.I. Training Facilitator (by Company of Experts USA)
  • Awarded one of the Top Filipina Entrepreneurs 2011 (Trailblazer category), Go Negosyo Enabler Awardee 2014 and ASEAN Women Entrepreneur Network Awardee 2015
  • Graduated from De La Salle University with a double degree in Communication Arts and Marketing Management (Accelerated Program)
  • Has an MA in English Language and Literature Teaching from Ateneo de Manila University
  • Currently pursuing an M.A. in Anthropology at the University of the Philippines (thesis ongoing)

How much to pay for each course?

REGULAR COURSES
Early Bird Rate

If paid on or before July 3, 2021

3,888.00

+Vat

Regular Rate

If paid on July 4, 2021 onwards.

4,888.00

+Vat

REGISTRATION
CLOSING DATE

July 30, 2021