Netherlands, The Hague

Nudging: Influencing (consumer) behaviour

when 18 July 2016 - 29 July 2016
duration 2 weeks
credits 4 ECTS
fee EUR 899

Do you want to make a meaningful difference in your world? Work on ‘Wicked Problems’ in a Group of Young people from all over the World? Join The Hague Summer School in The Hague and learn how. The Hague Summer School is a cutting edge 2- or 4-week modular course running from July 2016 and looks at solving global issues through connecting the public and private sectors. Last summer we focussed on ‘Peace’ and coming summer the umbrella theme will be ‘Water’. Join us and explore society's future in the United Nations City of Peace, Justice and Security with its 131 international institutions, 80 justice organisations, 300 international businesses and numerous NGOs - the perfect place to see various sectors at work.


'Nudging' is currently the talk of the marketing world. It is the art of influencing people to make decisions and change habits that are more beneficial for them and for society. Examples include cutting down on energy use, reducing speeding, discouraging obesity and conserving nature. At the same time people must remain 'free' in their choices.

The idea was kick-started by Richard H. Thaler's and Carr R. Sunstein's book ‘Nudge: Improving decisions about health, wealth and happiness’. Since then public organisations and governments have embraced the concept and have started implementing it in a variety of fields. An explosion of research followed: The UK government has even opened a special ‘Nudge Unit’.

It is debatable whether the 'nudging' principle is new - commercial companies have been nudging since the beginning of marketing. But these days the techniques are transparent and affordable.

This module looks at the current state of nudging, the ethical, moral and psychological implications and how we can apply it to its full potential in the public and in private contexts. We'll look at nudging in product design and technological developments as well as a marketing technique.

We'll look at the main theories in lectures. You'll also be encourage to do your own research from the wealth of recent research publications and look at the application and moral implications of nudging in real-life workshops.

At the end of this module you'll have hands on experience with 'nudging theory', documentation of your personal insight and a toolset for nudging in future practices.

Students will also participate in the general module: Change & Innovation in the field of Water which will serve as a base module for the course.

Be aware that the dates for this course might still change to 4-15 July. This will be announced soon

Course leader

Mr. J. Bats
Ms. C. van der Ven

Target group

The program is open to anyone who has completed their high school diploma (or equivalent) and has completed at least their first year bachelor degree level education. Applicants whose native tongue is not English, should have a good knowledge of the English language (Level B2 or higher). The Hague Summer School reserves the right to determine if applicants English language level is appropriate.

Course aim

The objectives of this course are:
Recognise trends and the consequences they can have for marketing and influencing strategies.
Evaluate and implement marketing decisions based on analysis of human choice characteristics.
Understand the latest ethical, moral and psychological implications of nudging.
Naming, recognising and thinking critically about product development, marketing and nudging .
Develop and build upon relations with students from various educational backgrounds and nationalities.
Develop documentation and a toolset for nudging in future practices.

Fee info

EUR 899: The two week program of The Hague Summer School has a tuition fee of 899 Euro. However the 2 week course costs € 1.499,- for the full package, this includes the tuition fee, individual housing in the Student Hotel next to the University, and in-program as well as social activities & lunch. You will visit several organizations and companies in the region of The Hague. It is mandatory to use the full package. Discounts apply to students from partner Universities.
EUR 1799: Four week program of The Hague Summer has a tuition feel of 1798 Euro. However the 4 week course costs € 2.998,- for the full package, this includes tuition fee , individual housing in the Student Hotel next to the University, and in-programme as well as social activities & lunch. You will visit several organizations and companies in the region of The Hague. It is mandatory to use the full package. Discounts apply to students from partner universities.

Scholarships

None