2 ECTS

30

75,00€

Behavioral economics is a consolidated discipline with three Nobel Prize winners in recent decades. Its empirical approach makes it an eminently practical discipline to be considered by any student or professional in the social sciences.
The choice architect is capable of noticing the impact of the scarcity of information on social issues and of influencing the way in which economic agents decide on a broad set of topics such as savings, the adoption of healthy habits, their future preparation or to comply with regulations

Behavioral Economics is an established field, boasting three Nobel Prizes in recent decades. Its empirical approach makes it a highly practical discipline to be considered by any student or professional in the social sciences.

The choice architect is capable of discerning the impact of information scarcity on social matters and, in relation to this, influencing the way economic agents make decisions across various domains such as savings, adopting healthy habits, consumption, future planning, or compliance.

While its presence in academic literature, the business world, and as a tool for public entities has been growing, it still has significant potential in university programs. This Certificate responds to that need.

Any professional whose field of work requires influencing the decisions of citizens and economic agents should view behavioral economics as a methodology. This includes social transformation projects, commercial and communication campaigns, habit change, economic policies, promotion of socially desirable behaviors, and environmental protection.

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The course includes the following blocks:

• A brief history of behavioral economics, where we explain its formation and main contributions over past centuries, complementing the neoclassical approach to economics.
• The increasing presence of behavioral economics in various social spheres, in public entities such as 'nudge units,' and in private organisations.
• Cases from key application sectors: health, energy, consumption, environment, safety, marketing, finance, education, etc.
• Distinctive elements of social intervention projects from the perspective of behavioral economics: heuristics, biases, and nudges.
• Process of constructing projects from the standpoint of behavioral economics: significance of decisions, identification of cognitive biases, intervention typology, and development of nudges.
• Success indicators and project evaluation methods using statistical methods.

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LECTURERS:

Director:        Lorenzo Escot

Full Professor of Applied Economics, and General Coordinator of the Observatorio de la Unidad de Igualdad of the UCM

Co-Director: Iñaki Aliende

Associate Lecturer of Applied Economics, and PhD in Data Science

Professors:

Tom Webb, Senior Lecturer in Sport Management and International Researcher, University of Portsmouth

Daniel Santín, Full Professor in Applied Economics and Specialist in Public Policies Evaluation

Jose Andrés Fernández, Codirector of the Research Group in Data Analysis and Social Studies, Gender and Equality Policies of the UCM

Joaquín Artés, Full Professor in Applied Economics and Specialist in Public Policies Evaluation

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TARGET GROUPS:

-       Students of social sciences (sociology, law, geography, international relationships, journalism, history, psychology, economics, business, etc.)

-       Project leaders

-       Researchers on social matters

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SESSIONS:

1.     Introduction: Social Interventions, Behavioral Economics, and Impact Measurement

This introductory section sets the context for the program by introducing participants to the concepts of social interventions, behavioral economics, and how impact is measured in these contexts.

2.     Human Behavioral Approach to Economic Matters

This section explores the fundamental principles of behavioral economics, emphasising how human behavior often deviates from traditional economic assumptions.

3.     Behavioral Economics Process to Apply on Social Matters

This part delves into how the principles of behavioral economics can be applied to social issues, using a structured process.

4.     Data-Driven Methods to Design and Measure Behavioral Interventions

This section covers how data analysis and evidence-based methods can be used to design and measure the effectiveness of behavioral interventions.

5.     The Measurement of Interventions Impact in Social Matters

This topic focuses on the methodologies and metrics used to quantify the impact of behavioral interventions in social contexts.

6.     Cases of Application of a Behavioral Approach

This section showcases real-world examples of how behavioral economics principles have been successfully applied to address social challenges.

7.     Research Strategies in Social Studies

This will involve discussing the different strategies and methodologies commonly used in social studies.

8.     Presentations of Participants' Projects

This is an interactive session which participants have the opportunity to present and discuss their own projects related to applying behavioral economics to social matters.