OREANDA-NEWS. From June 21 to June 23, an open educational programme Rethinking Marketing & Insights: Behavioural Economics Immersion was held in the Moscow School of Management SKOLKOVO for the first time. The programme was organised and held in collaboration with the Yale School of Management. The programme itself was developed by the leading professors of the Yale Centre for Consumer Insights (YCCI) with contributions from industry leaders.

There were more than 30 participants, including business owners, CEOs and functional directors with at least 5 years of experience in managing functional groups in the field of marketing, branding, communications, consumer insights, product management, and other areas. The programme consisted of three thematic modules: the first one dealt with the introduction to behavioural economics; the second one showed the participants how to apply behavioural economics in practice; and during the third one, the participants learned how to effectively analyse behavioural strategies.

The programme was taught by the leading professors of the Yale School of Management: Ravi Dhar, Professor of Marketing and Management and Director of the Centre for Consumer Insights; Nathan Novemsky, Professor of Marketing at the Yale School of Management and Professor of Psychology in the Department of Psychology at the Yale University; and Professor Shane Frederick who focuses on framing effects and decision-making under uncertainty.