DM405
Consumer Behaviour
Faculty
Gary van Broekhoven
International Innovation Coach & Consumer Psychologist
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
Can we predict and control what the consumer will buy?
Are there some rules that are constant that, if we understand, we can use to our advantage and stay ahead of the competition and design products that they actually want?
This course will show you first-hand the deep drivers of your consumers’ behaviours and you can learn to influence and prime your consumer to do the behaviour you want them to ethically do.
At the end of this course you will know more than 99% of graduates in product and marketing. Why? Because it’s very rare that they will also know what I’m about to teach you.
Learning highlights
- You will have the tools to make more successful products by looking into the psychology of your consumer.
- You will be applying this directly to your project.
- Along the way I will be sharing with you my own experiences so you don’t just get the theory, but the reality. This knowledge can be open to abuse, I will share with you some rules of influencing consumer behaviour. After all, you don’t think it was luck that made Instagram successful, do you?
Course outline
15 classes
Session 1
"The Case of the Mysterious Shopper"
Topic: Understanding Consumer Behaviour.
Session 2
"That was awkward" .
Topic: Social Norms and Sociology 101.
Session 3
Topic: Behavioral Economics & Biases
Session 4
“As easy as MAP”.
Topic: Decoding the insights
Session 5
“What Grandad said”.
Topic: The 4 schools of Motivation.
Session 6
“Are you a rat or a dog?”
Topic: Behaviorism.
Session 7
“The Bonobo brothers”.
Topic: Evolutionary psychology.
Session 8
“The new you”.
Topic: Personas from a Con.Psych. perspective.
Session 9
“What do they really want?”
Topic: The value honeycomb.
Session 10
“Systems are a go!”
Topic: System 1 & 2.
Session 11
Topic: Behavioral Economics & Biases.
Session 12
“Looks like a model”
Topic: Models of behaviour change.
Session 13
“It’s in the game!”
Topic: Gamification and extrinsic behaviour.
Session 14
“Name your price?”
Topic: Pricing strategies and tricks.
Session 15
“Gone rogue!”
Topic: Dark Patterns.
Course materials
Books
Prerequisites
You will need to have a project (started or new) by the start of the course.
Methodology
There will be classes everyday.
You will work in your existing group setups and we will work through your projects adding rich layers at each stage.
The classes have a “workshop” style to them as I ask you to put into practice the theory you have just learnt.
Grading
Gary is an International Innovation Coach & Consumer Psychologist, inventor of several frameworks in Innovation including: GRAMS framework, NOREX, InnoCycle, ASPECTS.
Gary has over 200 products and services in his career so far and has consulted for many well known brands such as Disney, NASA, Sanofi, ING, SEAT etc. has worked with IDEO, Fjord, DMI and Designit and has mentored many startups at different accelerators.
See full profileApply for this course
Consumer Behaviour
by Gary van Broekhoven
Total hours
45 Hours
Dates
Dec 01 - Dec 19, 2025
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.