Drugi jezik na kojem je dostupan ovaj članak: Bosnian
HURA is bringing the renowned British psychologist Paul Arnold to its fifth HOWtoWOW Academy workshop. The workshop will be held on 15 January 2018 at HUB385, starting at 09:00hrs.
The focus and theme of the workshop will be the behavioral economy and consumer behavior. Sometimes their behaviors and decision-making are affected by seemingly irrelevant factors, which is exactly why you need better understanding of those factors, in order to positively (and ethically) affect the health of the brand and its success on the market. All advertisers and agencies need to understand behavioral economics and neuroscience to achieve their maximum potential in application on their own business or with clients, and thus maintain competitiveness.
This workshop will illustrate and offer answers to two key issues and nine principles of behavioral economics and brainstorming exercises for the potential application of all major principles. Therefore, all students will gain not only theoretical understanding of the behavioral economy, but, more importantly, knowledge for real world use on their own brands.
Who is Paul Arnold?
Paul Arnold is a psychologist with 25 years of experience in the market communications industry, which he spent with big agencies such as Saatchi & Saatchi and Grey – in the latter as a global planner for GSK healthcare brands. Since then, he has won the gold, silver and bronze Euro Effies (and wrote the strategy for the fourth award), one every year for four consecutive years.
Paul is also a proud owner of numerous MBA degrees, including Master of Science degree in neuro-linguistic programming that deals with modeling behavior patterns.
The participants of this workshop will receive confirmation of completed education of HURA’s HOWtoWOW Academy on Behavioral Economy in Planning.