12th Understanding Consumer Behavior and Psychology in Marketing

by Chiqui Escareal-Go

From Php 6,000.00 to Php 8,000.00
Tickets ×
Early Bird Rate
Sales end on 03/20/2025
Php 6,000.00 6000.0 PHP
Regular Rate
Sales start on 03/21/2025
Php 7,000.00 7000.0 PHP
Last Minute Rate
Sales start on 04/01/2025
Php 8,000.00 8000.0 PHP


 



 

PROGRAM OVERVIEW                                                                               

This course looks into how consumer beliefs influence choices or decisions using behavioral theories and concepts can be used in formulating marketing, sales and implementation plans, product/service or user design, among others, to provoke customers to make decisions toward desired actions and behaviors - something the marketing tasks of awareness, availability, trial and repeat purchase are already trying to do.  This process is done with an awareness of consumer psychological risk-taking and biases and a scientific design for experimentation.

There are over 40 behavioral concepts to be discussed in 2 sessions, to give participants new ways of looking at things and new ideas to try to influence or “nudge” one’s target market to make decisions in a faster or easier way.

KEY BENEFITS TO 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 different 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 other’s differences.

KEY BENEFITS TO COMPANIES
The sending company will:

  • Benefit from the new ways their teams can produce new ideas and ways of executing their marketing and sales plans

  • Have more customer-centric teams who not just have better understanding but also new ways of communicating to their target customers to achieve desired results

  • Have a team with higher critical thinking approaches to solving marketing and sales problems          

  • Beliefs, Memories, and Perceptions

  • Choice Environment and Heuristics

  • The Process of Experimentation

  • 6 Steps to Operationalize BE in your Company

  • A/B Testing Methods and cases

  • The ethics behind nudging

  • Using BE for Change: Influencing for positive action

Over 20 industry cases to help you apply concepts in your own industry (subject to change without prior notice):   

Airline, Appliance, Automotives, Banks, Detergent, Dining, Education, Finance, FMCG, Food and Beverage, Furniture, Gaming, Healthcare, Hotel, Investment, Mattress, Media, Military, Non-profit, Pet stores, Print, Restaurant, Social Media, Supermarket, Tobacco, Technology, and Watches.

Schedule

April 3 & 4, 2025 | 1:30PM - 4:30PM

Methodology

Besides the lectures with case examples and AVPs, there will be class discussions and workshops, for immediate application.

Who Should Attend

This program is ideal for marketers of all levels who need new lenses in crafting ideas to increase sales, to make things happen for the consumer and the brand. 

SPEAKER

Chiqui Escareal-Go

                          CEO and Chief Behavioral Strategist

      • Author/Co-Author/Editor if 10 books in marketing, entrepreneurship and anthropology

      • Finished the Advanced Management Program 2018 (IESE Business School New York and Barcelona)

      • Executive Scholar in Marketing and Sales (Kellogg Business School, Northwestern University)

      • Took advanced marketing programs at Columbia Business School (CEIBS campus), Harvard Business School, University of California-Berkeley

      • Certified Master Coach (by the Behavioral Coaching Institute) and Certified Appreciative Inquiry Training Facilitator (by Company of Experts USA)

      • Go Negosyo Enabler Awardee 2014; ASEAN Women Entrepreneurs Network Awardee 2015

      • Former Chair of the Women’s Business Council Philippines

      • M.A. in Anthropology, University of the Philippines  / M.A. in English Language and Literature Teaching, Ateneo de Manila University

Date & Time
Thursday
April 3, 2025
Start - 1:30 PM
Friday
April 4, 2025
End - 4:30 PM Asia/Manila
PLATFORM

Live via Zoom

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Mansmith and Fielders, Inc.

0918-811-6888 • 0917-627-1888
info@mansmith.net
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