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所在平台: Udemy |
课程主页: https://www.udemy.com/course/behavioral-economics-consumer-psychology-in-marketing/
课程评论：没有评论
课程名称：行为经济学与消费心理学入门 课程概述：通过这门大师班的摘录，您将发现一些行为经济学和消费心理学中最反直觉和令人惊讶的发现，从而提高转化率。您将全面了解如何应用三种最强大的心理学原理来改善业务成果。课程内容丰富，包含实用技巧、有趣的事实和轶事，让学习变得生动有趣，容易记忆。授课老师包括四位领域顶尖专家：RORY SUTHERLAND、SAM TATAM、MATEJ SUCHA，以及一位非常特别的惊喜嘉宾。 课程涵盖的主题包括： - 行为经济学与消费心理学的介绍 - 行为经济学在商业、营销活动中的实际应用，以及如何为客户创造更好的解决方案 - 通过Rory Sutherland的实例探讨心理学与行为经济学在营销中的应用 - 商业主可以使用的一些简单技巧来合理化较高的价格，因为人们会期望价格是公平的，否则就不会购买，而我们对公平的判断是相当任意的 - 选择过载的权力与危险（由Sam Tatam讲解） - Sam Tatam为KFC制作的旨在增加土豆片销售的案例研究 - Rory Sutherland展示的一项简单直邮活动案例，意外取得的成果，生动展示了行为洞察的威力 - 为了充分利用这门大师班，首先观看视频，然后阅读对应的电子书，里面包含更多案例和示例，有助于深入理解每个原理。 课程评价： “我们从事增长营销，虽然有很多增加转化率的经验，但这门课程是我们缺失的一部分。它充满了令人惊叹的见解和实用的例子，同时还是一个逐步指导如何实践的课程。”——Diederik Gerbranda，Scaleup Marketing的增长营销人员 “这是一门精心设计、表达清晰、引人入胜且富有启发性的课程。是我遇到的最优质的在线课程之一。案例研究和示例详尽易懂，使我更好地掌握行为经济学概念。”——Vinita Singh，尼尔森高级研究执行官 完成证书：完成课程后，您将获得一份完成证书，可以轻松添加到您的LinkedIn个人资料中。 这门课程适合您，如果： - 您是营销人员，希望提高着陆页和销售漏斗的转化率 - 您是自由顾问，希望在竞争中脱颖而出，并为客户带来新的见解 - 您需要设计有效的B2B或B2C营销和销售策略 - 您为网站、直接邮件、在线广告等撰写文案 - 您是行为经济学从业者，寻求新的案例研究和灵感
Through this excerpt from our Masterclass, you discover some of the most counterintuitive and surprising findings from consumer psychology and behavioral economics to increase conversions.You'll get a wholesome, well-rounded understanding of how to apply 3 of the most powerful psychological principles to improve your business results. It's packed with useful tips, fun facts, and even anecdotes so that learning is not dull, and guess what? Remembering it is a lot easier this way.Your instructors? Four of the top experts in the field RORY SUTHERLAND, SAM TATAM, MATEJ SUCHA, and one VERY Special surprise guest.The topics we will cover are:Introduction to the Behavioral Economics & Consumer PsychologyThe practical use of Behavioral Economics in business, marketing activities, and shaping better solutions for your customersFascinating examples of the use of psychology and behavioral economics in Marketing (by Rory Sutherland)A few simple tricks that business owners can use to justify a higher price. We want prices that feel fair otherwise we won't buy. Yet the way we assess fairness is quite arbitrary.The power and danger of Choice Overload (by Sam Tatam)Mind-blowing case study by Ogilvy for KFC with the aim to increase sales of potato chips (by Sam Tatam)A beautiful illustration of the power of behavioral insights - unexpected results achieved by a simple direct mail campaign from another case study for a charity organization in the UK (by Rory Sutherland)To get the most out of the Masterclass, first, watch the video and then read the corresponding eBook. It's full of additional case studies and examples which will help you grasp every nuance of the principle.Testimonials:''We do growth marketing and have a lot of experience with increasing conversions but this course was the missing piece for us. It's full of eye-opening insights and practical examples but most of all it‘s a step-by-step guide on how to apply them into practice.''- Diederik Gerbranda, Growth Marketer at Scaleup Marketing''Perfectly crafted, well-articulated, highly engaging and enriching program. This is one of the finest online programs I have come across. The case studies and examples are elaborate and make it easier to understand BE concepts. I found the content informative and it has been designed in a manner such that it kept me engaged throughout.''- Vinita Singh, Senior Research Executive at NielsenCertificate of completion:You'll be issued a certificate of completion after finishing the course. Which you can (and should) easily add to your LinkedIn profile.This course is right for you, if:You're a marketer and you want to increase conversion rates of landing pages and sales funnelsYou're a freelance consultant and you want to get ahead of the competition and bring new insights to your clientsYou need to design performing B2B or B2C marketing and sales strategiesYou write copy for websites, direct emails, online ads, etcYou're a behavioral economics practitioner and you look for new case studies and inspirations
