A Behavioural Economics Programme by IIMA | Apply behavioral science to shape better decisions and business outcomes

Most business decisions aren't made in spreadsheets; they happen in real time, influenced by emotion, context, and bias. That’s where behavioral economics comes in.

This behavioral economics programme by IIM Ahmedabad bridges human behavior and business logic. It helps leaders move beyond assumptions and learn how customers and employees actually make decisions. The focus? Practical tools rooted in nudge theory, decision science, and real-world behavioral insights, especially in sales and marketing.

By combining insights from behavioral science in marketing, nudge theory in management, and human behavior in business, the course helps participants create smarter communication, tighter customer alignment, and better-performing strategies. Whether you’re crafting a campaign, managing a team, or presenting choices to clients, this programme sharpens your ability to influence action, ethically and effectively.

Programme Objectives

This behavioural science executive programme is designed to strengthen the way professionals shape decisions, not just their own, but those of their teams and customers.

Participants will:

• Understand how nudge theory and decision making intersect in everyday business practices.
• Apply behavioral economics principles to marketing, sales, and internal alignment.
• Learn to create nudges that influence outcomes.
• Use behavioral data to predict business performance and improve engagement.
• Build systems that align organization dynamics with how people actually think and behave.

It’s not theory- its decision science applied to business reality.

Curriculum Overview

The course moves from foundational to applied, taking a clear arc:

Module 1: Human Decision Science
Understand how people, customers, teams, leaders, actually make choices. Go beyond rational models and learn the cognitive biases, heuristics, and mental shortcuts that shape real-world decisions.

Module 2: Behavior Design for Employees and Customers
Learn how to shape behavior through environment, framing, and communication intentionally. Whether you're motivating a sales team or engaging a hesitant buyer, the tools are the same, and they’re grounded in behavioral science.

Module 3: Designing Nudges for Business and Sales Effectiveness
Here’s where theory becomes action. Use nudges to improve marketing campaigns, product design, customer engagement, and internal buy-in. This is behavior-based marketing in practice.The syllabus is structured, immersive, and practical - everything a serious behavioral economics course syllabus should be.

Pedagogical Methods

This is not a lecture-heavy download. The programme uses a rich mix of interactive lectures, real business case studies, and applied activities. Participants learn not just by listening, but by doing, discussing, experimenting, and reflecting.

The format encourages professionals to bring their real-world challenges into the classroom and leave with tested ideas they can immediately apply.

Who Should Attend

This behavioural science training is for professionals who influence decisions, especially those in sales and marketing.

Ideal participants:

• Mid to senior-level executives who shape messaging, pricing, promotions, or stakeholder choices.
• Leaders in industries like FMCG, Auto, Finance, Healthcare, Media, Policy, or emerging startups.
• Professionals looking to embed decision science in business strategy.

If your role involves presenting options, influencing customer journeys, or aligning teams, this programme offers the practical behavioral lens you've been missing.

Why Choose IIMA

This behavioral economics course is built by IIMA faculty who understand the science and have helped leaders across industries apply it. From nudge theory in business to behavioral science in sales, the programme reflects IIMA’s commitment to clarity, relevance, and impact, not fluff.

The pedagogy is case-based, the insights are field-tested, and the focus is always on how to use behavioral science where it matters most: in your business.

Programme Faculty

Led by experts in behavioral economics of India, the faculty brings deep academic knowledge and practical experience in: Sales psychology, Human decision-making, and Behavioral design. They’ve studied, consulted, and taught in contexts ranging from large corporations to public policy, ensuring the content resonates across domains.

FAQs

Q: Is this behavioural economics course relevant if I’m not in marketing?
A: Yes. The tools and principles apply to any domain where decisions and behavior intersect.

Q: Do I need prior knowledge of behavioral science?
A: Not necessarily. The programme is designed to be rigorous but accessible. You’ll be guided from fundamentals to application.

Q: What is the duration of the course?
A: The programme is designed to provide a learning experience over a structured timeline of five days.

Q: How can I apply?
A: Fill out the enquiry form below and one of our Academic Counsellors will get in touch with you to help you with the programme information and application.

Q: What is the programme fee?
A: The programme fee is INR 1,20,000 plus applicable GST.

Q: Is there any discount available?
A: Yes, an early bird discount is available. The discounted fee is INR 1,11,600 plus applicable GST for those who enroll before the specified deadline.

If you understand how people decide, you don’t just follow trends, you shape outcomes. Ready to bring behavioral science into the heart of your business strategy? Enroll now.