Unit 4: Marketing, Advertising & Consumer Behavior
Duration of Days: 13
How choice architecture shapes consumer behavior
How defaults, scarcity, and social proof influence decisions
How pricing strategies (decoy pricing, anchoring) affect purchases
That persuasion can raise ethical questions
Deconstruct ads and marketing tactics
Analyze websites/apps for behavioral design
Apply behavioral principles to create marketing materials
Evaluate the ethics of persuasion vs. manipulation
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Group marketing project
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Multiple-choice assessment
| Lesson # | Lesson Title | Duration of Days |
|---|---|---|
| 1 | Choice Architecture & Defaults | 4 |
| 2 | Scarcity, Urgency, Social Proof & Brand Influence | 4 |
| 3 | Pricing Psychology – Anchors, Decoys, and “Deals” | 3 |
| 4 | Create a Mock Advertisement Using Behavioral Principles | 2 |