FORMATIONS |
Fiche détaillée d'un cours
 | BEHAVIORAL CHANGE THROUGH CHOICE ARCHITECTURE | ||
2018-2019 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1819-IÉSEG-M1S2-MKT-MA-EI119E | MARKETING | |
| Niveau | Année de formation | Période | Langue d'enseignement |
|---|---|---|---|
| Master | 1 | S2 | FrEnglish |
| Professeur(s) responsable(s) | R.CADARIO |
|---|---|
| Intervenant(s) | R.CADARIO |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Pré requis
Students are not required to have taken preliminary courses in marketing or behavioral economics.
Objectifs du cours
At the end of the cours, the student should be able to:
- Have a deeper understanding of choice architecture or nudge approach
- Apply knowledge from both theory (behavioral economics) and practice (existing cases and studies)
- Identify the key factors for successful behavioral change
- Suggest action plans for effective & innovative change
Contenu du cours
The same course as NUDGE MARKETING in Bachelor 3.
In the past few years, seminal work in behavioral economics have discussed choice architecture or the “nudge” approach, seeking to design effective actions aimed at encouraging behavioral change in terms of health, wealth, happiness, etc. Thaller and Sustein (2008) illustrate a simple nudge that intends to get men stop peeing on the floor: attaching an image of an houselfy in the urinals. The result: Spillage declined 80 percent. It turns out that, if you give men a target, they can’t help but aim at it.
In this course, we will cover nudges in a broad range of areas such as tax payment, energy saving, green consumption, health choices, working performance, education and poverty. We will focus on learning from theory and practice in order to better understand how to be more successful in changing people’s behavior using choice architecture.
Modalités d'enseignement
Organisation du cours
| Type | Nombre d'heures | Remarques | |
|---|---|---|---|
| Independent study | |||
| Group Project | 6,00 | ||
| Face to face | |||
| Interactive class | 16,00 | ||
| Charge de travail globale de l'étudiant | 22,00 | ||
Méthodes pédagogiques
- Case study
- Interactive class
- Presentation
- Project work
Évaluation
Class participation, individual and team assignements, oral presentations.
| Type de Contrôle | Durée | Nombre | Pondération |
|---|---|---|---|
| Continuous assessment | |||
| Participation | 0,00 | 0 | 10,00 |
| Others | |||
| Case study | 0,00 | 0 | 40,00 |
| Group Project | 0,00 | 0 | 50,00 |
| TOTAL | 100,00 | ||
Bibliographie
- Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Penguin Books -
- Ariely, D. (2008). Predictably irrational. New York: HarperCollins -
- Singler, E. (2015). Winning at Behavioral Change. Pearson -
Ressources internet
- http://www.nudgefrance.org
- http://www.nudgingforgood.com
- http://www.nudges.org
- http://www.behaviouralinsights.co.uk/
* Informations non contractuelles et pouvant être soumises à modification
