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UNIT TITLE: Behavioural Architecture

COURSE FACULTY: BIJU DOMINIC, ANAND M.P.

CREDIT POINTS: 1

STUDENT WORKLOAD

This course will throw up new challenges that students haven't faced in many other courses.

This course will question many of the theories the students have learned/learning. To get the

best learning out of this course the students should have the willingness/courage to unlearn.

New discoveries are happening in the world of Cognitive Neurology on a regular basis. So for

a real student of this course, these sessions are only the first few steps of a long journey.

UNIT DESCRIPTION

There is a big gap between People Being Aware of Something vs. People Doing Things in line with

that Awareness. The problem is not one of ability. The issue thus far has been the absence of a

science that can guide the bridging of this gap between AWARENESS and ACTION.

Cognitive Neurology and Behavioral Economics are the new fundamental sciences that are

providing behavioral scientists with a whole new perspective. 90% of what we know about the

human brain have been discovered in the last 10 years. Thanks to the emergence of Cognitive

Neurology we now have a fundamental theory to explain all aspects of human behaviour. The

sessions will focus on the latest understanding of the human memory system, processing of stimuli

in the brain, neuro biology of emotions and the importance of context in all decision making.

Behavioural Economics explains in detail hitherto unexplored aspects of human behaviour, the

irrational nature of human beings. Human brain takes many a cognitive short cuts called heuristics.

The sessions will discuss some of the most common heuristics that we all use in our day-to-day

lives and how they can be used to develop more effective communication.

LEARNING OUTCOMES

Develop understanding of the way brain processes information and takes decisions

Understanding of the human memory system, processing of stimuli in the brain,neuro biology of emotions and role of context in decision making.

Comprehension and explanation of unexplored aspects of human behaviour, the

irrational nature of human beings

Application of the science of Cognitive Neurology in Marketing

Implications on shopper and consumer research

Understanding the retail context

Shopper Marketing - Shopper Category interactions, Retail interventions to

influence shoppers

AREAS OF STUDY

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A critical evaluation of the basis of present day marketing theories

A physiological understanding of the brain

How does the brain store information? - Neurological explanation of human memory

An understanding of Heuristics- the world of cognitive shortcuts

Deconstructing the intuitive wisdom of persuasion experts like God-men, beggars,

politicians etc

The role of emotions in human decision making. A Neurological explanation The role of context in decision making

Different retail environments in India

A critical evaluation of existing market research techniques

New Research techniques that are based on neurological findings

Understanding category - shopper interactions

Intervention tools available to influence shoppers

Designing interventions for the non conscious

Teaching and Learning Strategy

Theory is best explained through its practice. All the sessions will be dwelling on some of the latest

learning from the field of neurology. But care is being taken to show its practice from various fields

such as medicine to persuasion techniques of politicians to little children to beggars to conmen are

used to explain the practice of this theory. Some examples of how FinalMile Consulting has used

these sciences across industries and clients too will be shared with the students

ASSESSMENT

Individual assignments 40%

Individual project 60%

ASSESSMENT STRATEGY

Students will be assessed on their ability to apply what they have learned to solve real marketing

problems.

INDICATIVE READING

How Obama is using the science of change- Time magazineMarket place of perceptions- HBR

Conversion Marketing- Economic Times

Deloitte report on shopper marketing

Why good leaders make bad decisions- HBR

Fact or Phrenology- Scientific American

Case of Behavioural Strategy- McKinsey Quarterly

RECOMMENDED READING

Always On - Christopher Vollmer

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Nudge - Richard Thaler, CR Sunstein

Mapping the Mind - Rita Carter

The making of memory - Steven Rose

Descartes Error - Antonio Damasio

The Emotional Brain - Joseph LedouxPhantoms in the brain - VS Ramachandran

Judgements under Uncertainty: Heuristics and Biases - Daniel Kahneman