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(Waitlist Registration, Schedule TBA)14th Understanding Consumer Behavior and Psychology in Marketing

by Chiqui Escareal-Go

Asia/Manila
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This is a waitlist registration. The seminar date is still being finalized, and we will reach out to you as soon as the schedule is confirmed.

SIGN UP TODAY TO SECURE YOUR SLOT.

PROGRAM OVERVIEW                                                                               

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 learning, the class size is limited. Please apply early.)

KEY BENEFITS FOR PARTICIPANTS

Participants will:

· Find new ways of understanding customers who might not even be 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 other’s 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 a deeper understanding and clarity on providing total  solutions to marketing and sales problems

· Have a team with higher critical thinking and better insighting approaches


  • Beliefs, Memories, and Perceptions

  • Choice Environment and Heuristics

  •  6 Steps to Operationalize BE in your Company

  • The Process of Experimentation

  • Nudge for good


Some industries to be cited for the application of concepts:

Airline, Appliance and department stores, Bicycles/Cars, Charity, Digital Photography, E-commerce, FMCG, Food and Beverage, Insurance/Investments, Lottery/Gambling, Media, Medicines and Vaccinations, Military, Mobile phones, Restaurant, Sin Products, Supermarket, and Watches.



Who Should Attend

This program is ideal for marketers of all levels who need new lenses for crafting ideas to increase sales and effortlessly connect with consumers and their brands.  

Sales teams or change management groups can also benefit from the behavioral science and psychology concepts to be discussed.

Methodology

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

Schedule & Location

This is a waitlist registration. The seminar date is still being finalized, and we will reach out to you as soon as the schedule is confirmed.


SPEAKER

Chiqui Escareal-Go

CEO and Chief Behavioral Strategist

  • Mansmith and Fielders Inc. is the first and only private company recipient of the Agora Award for Nation Building in Market Leadership.

  • 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