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Behavioural Economics: Tools for Driving Market Share and Profitability

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Acquire the tools and frameworks of behavioural economics to build market share, enhance profitability, and generate long term wealth for all stakeholders.

This programme is for business leaders who wish to harness behavioural economics principles and the latest developments in strategic thinking, planning and behavioural prediction and modification engineering to capture market share, build profitable businesses and create long-term wealth for all stakeholders. 

The global pandemic is revealing a spectre of dangers, including rising corporate failures, a breakdown in global cooperation and trade, and the recalibration of supply chains. The severity of this recession makes it difficult to predict whether there will be a V-shaped, U-shaped, or W-shaped recovery. Moreover, current forecasting and simulation models no longer apply. 

During such a period of uncertainty and complexity, it would be imprudent to assume to know how other firms, regulators, suppliers, partners, and clients will react to the fast-changing business environment. Sound business and investment decisions based on real time data are vital to ensure that a firm's value proposition remains robust. However, irrationality often dominates business decisions during times of crises when leaders are experiencing increased levels of anxiety.

Case studies, market data and simulation exercises are used to explore and apply principles and tools which will assist you to shape the behaviour of your market and employees and enhance shared value for all stakeholders.


  • Time commitment – 14 hours (live sessions) + 2 hours (Interactive Forums in between sessions) over 6 days.
  • Sessions:   28th September 2020 – 09h00-12h30

                             30th September 2020 – 09h00-12h30

                             2nd October 2020 – 09h00-12h30                             

                             5th October 2020 – 09h00-12h30

  • In these multiple live and interactive 3.5 hour online sessions you will discover personalised tools and frameworks through active participation and engagement with faculty and your fellow course participants.

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Who should attend?
  • Company secretaries;
  • Compliance managers;
  • Chief governance managers;
  • Chief financial officers;
  • General managers;
  • Strategy directors;
  • Strategy analysts;
  • Chief marketing officers;
  • Marketing analysts;
  • Marketing managers / directors;
  • Investment analysts;
  • Investment banking associates; and
  • Risk managers.
How you will benefit

After attending this programme, delegates will be able to:

  • Develop prudent principles and protocols that serve as foundations for efficient and effective decision-making and forecasting in business. 
  • Design and implement a dynamic and evolving strategy, based on behavioural economics principles. 
  • Develop risk management strategies, which account for the behaviour of market participants in real time.  
  • Design and enable organisational structures, managerial capability, project-skills fit and dynamic innovation to serve the company.  
  • Exploit the relation between strategic thinking and creative and disruptive innovation principles for gain.  
  • Implement a framework for meaningful corporate purpose which unlocks inclusive long-term wealth creation. 

Key Focus Areas
  • Behavioural economics theory and principles. 
  • Behavioural models that capture aspects relating to bounded rationality and decision-making under uncertainty or complexity, and their use to exploit business opportunities. 
  • Models that capture belief distortions resulting in incorrect risk/return assessments, incorrect growth expectations and investment, forecasting errors, and flawed extrapolation in financial markets. 
  • Agent-based modelling - where the interactions of various market participants are analysed, and their future actions are simulated - as a tool for more effective business environment analysis and risk planning.
  • Stakeholder theory of business and the significance and relevance of the drivers of behaviour that affect profitability and sustainability. 
  • Global developments relating to corporate purpose and shared value.  

Cancellation Policy:


Dr Francois Laurens holds a Doctorate of Finance from SMCU in Switzerland. He has vast experience and skills in financial services, corporate governance, risk and credit management and investment management, having served in senior and executive management positions in the financial sector in SA and the UK. Prior to this Francois practiced as an attorney for more than a decade. Francois is a member of the Board of Trustees of The Banbury Trust.

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