DM402
Consumer Behaviour
Faculty
Gary van Broekhoven
International Innovation Coach & Consumer Psychologist
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
The only thing guaranteed in life is change and brands who don’t adapt…die. The question is, can we predict changes in consumer behaviour? Are there some rules that are constant that, if we understand, we can use to our advantage and stay ahead of the competition?
You know the answer is yes, so, this course will show you first hand the deep drivers of your consumers’ behaviours and you can learn to influence and precondition your consumer to do the behaviour you want them to ethically do.
If you add this to your previous skills, you will be far more successful at building great products and services that your consumers will actually want. Sounds good?
Learning highlights
- As mentioned above, the objective is to give you the tools to make more successful products by looking into the psychology of your consumer.
- As you go through your project, you will be giving new pieces of information that will help refine your ideas. Along the way I will be sharing with you my own experiences so you don’t just get the theory, but the reality. These potentially life changing pieces of information can be open to abuse, so I will share with you some dos and don'ts of influencing consumer behaviour. After all, you don’t think it was luck that made Instagram successful, do you?
Course outline
15 classes
Class1
Why you buy
Class 2
Symbols, values, norms etc. (Sociology 101)
Class 3
Observational Research techniques, (how to spot a lie)
Class 4
GRAMS, hacking user interviews
Class 5
Habit Design
Class 6
Motivation
Class 7
Behaviourism
Class 8
Behavioral economics
Class 9
Decoding consumer behaviour
Class 10
Fundamental motives driving all consumer behaviour and evolutionary behaviour
Class 11
Persuading the consumer
Class 12
Priming the consumer
Class 13
Dark Patterns & Ethics
Class 14
Addictions and breaking them
Class 15
Designing the future for your consumer
Course materials
Books
Methodology
Course will be taught on-campus. Kick-off with a brief and as the student goes along the project, new theories of consumer psychology, behavioural economics and persuasion techniques will be added.
Grading
Gary is an International Innovation Coach & Consumer Psychologist, inventor of several frameworks in Innovation including: GRAMS framework, NOREX, InnoCycle, ASPECTS.
Gary has over 200 products and services in his career so far and has consulted for many well known brands such as Disney, NASA, Sanofi, ING, SEAT etc. has worked with IDEO, Fjord, DMI and Designit and has mentored many startups at different accelerators.
See full profileApply for this course
Consumer Behaviour
by Gary van Broekhoven
Total hours
45 Hours
Dates
Oct 19 - Nov 06, 2020
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.