For years, insights from the Behavioural Sciences such as social psychology, behavioural economics and neuroscience have remained a fascinating, but largely untapped source of insights for business leaders, executives and policy makers. Condiments, so to speak, to complement the more traditional incentive-driven, educationbased and legislation-grounded tools of change.
But not anymore.
The last few years have seen an explosion in both the study and
From improving employee engagement to launching new brands; encouraging pro-social behaviours to generating millions in commercial returns. The use of Behavioural Science is now
And which are simply tantalizing? Heavy on appeal yet light on potential.
UCL’s Executive Programme in Behavioural Science will provide the answers. Over six evening sessions (one per week for six weeks) followed by a weekend retreat, this programme will equip business leaders, executives and policy makers with a Full Cycle
Approach to understanding, developing and applying the most robust and meaningful models and insights from Behavioural
Science. Participants will not only learn the most relevant theories and concepts but will be shown how to build a bridge from theory to meaningful practice and implementation.
Engaging, fascinating, challenging yet always relevant and practical, participants will acquire new insights, tools and skills
But as corporations and governments come to realise the big impact this fascinating science can make, a challenge emerges.
Which behavioural insights are genuinely useful and can be developed into meaningful and applicable strategies?
The Executive Programme in Behavioural Science has been designed to train and inform practitioners with a passion to tools and frameworks.
Completing this course will enable participants to understand how behaviour and to design change management interventions.
This Programme will be relevant and pragmatic. Participants will be challenged to ‘connect the dots’ from theory to practice and, ultimately, to meaningful application. The core of the programme will follow a Full Cycle Approach to Behavioural Science giving participants not only theories and insights, but also a way of organising them into a toolbox and process. testing and adapting those ideas and then formulating strategies to implement them.
To meet the needs of busy working professionals the programme takes place over 6 x Three Hour evening sessions followed by a weekend of applied projects (30 hours learning in total).
The sessions will take place at University College London.
Session 1
Provides an introduction to Behavioural Science, Dual Processing
Theory and a Context for Changing Minds and Behaviours
Session 2
Shows how to map consumer and customer journeys to identify opportunities. A ‘Current versus Desired’ outcome approach
Session 3
Introduces three engines (models) of behavioural change.
The Theory of Planned Behaviour, A Capabilities Model and The Fundamental Motives Model.
Session 4
Explores what activates Behavioural Change. The focus will be
(such as Pricing, Incentives and Defaults) and Cognitive and
Session 5
Explores Neuroscience, Neuromarketing and Consumer Behaviour
Session 6
Applies a Full Cycle Approach to Behavioural Science and considers how to test, measure and modify.
Practical Application Weekend challenges relevant to their work. Action Learning Sets will be pragmatic, focussed and meaningful. Participants will graduate with a detailed plan of action that delivers results.

The Executive Programme in Behavioural Science will be led by two of the UK’s leading experts in the science and practice of
Behavioural Science, Dr Dimitrios Tsivrikos and Steve Martin.
Dr Dimitrios Tsivrikos is a Consumer and Business
Psychologist based at University College London (UCL). His research, teaching and consultancy work specialise in
Business, Consumer/Branding and Occupational Psychology.
He has a specialist interest in the contribution of social identity and group membership to a range of organisational processes, such as leadership, communication, organisational change, advertising and Mergers and Acquisitions (M&A).
Dr Dimitrios has held a number of international research fellowships, and has published widely on psychology and business oriented subjects including articles in various periodicals and general interest journals. He is a leading commentator on consumer behaviour/psychology and a consultant in various periodicals such as The Guardian,
Property Week and Esquire.
Steve Martin
Times, Wall Street Journal and Business Week bestseller
Steve’s work applying behavioural science to business and public policy has been featured in the national and international press including BBC TV & Radio, The Times, Wall Street Journal, month and include his monthly ‘Persuasion’ column in the British
Business Review. In addition to his corporate appointments Steve is a guest lecturer on Senior Executive programmes at the
London Business School, the London School of Economics and the Judge Business School, University of Cambridge.
The UCL Executive Programme in Behavioural Science has been designed with a deliberate focus on the practical application of evidence informed behavioural insights. As a result this programme will be particularly attractive and meaningful for any business and policy professionals whose success is primarily measured in terms of their ability to
The roles and functions within this group are likely to be broad and include Director Level Executives, Marketing and Brand
Managers, Media and Communications Teams, Sales Directors and Managers, Heads of Policy, Client Services Managers,
Business Development Managers, Strategy Professionals, as well as Entrepreneurs and Owner Operators.
Accreditation
Upon completion of this programme, participants will receive a
College.
Cost
About University College London (UCL)
University College London is one of the world’s leading universities, founded in London to open up education to all on equal terms. Today our outstanding research and innovative teaching drive entrepreneurial solutions to the world’s major problems.
To discuss your participation in this programme, programme dates and an application form or for information about bringing this programme into your organisation please contact one of the Programme Directors -
Steve Martin Dr Dimitrios Tsivrikos