BEHAVIOURAL MARKETING FOUNDATIONS COURSE
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Discover the Psychology Behind Every Buying Decision, and Unlock the Real Levers of Marketing Performance.

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A self-paced online course with 14 in-depth video lessons. Learn how people actually make decisions, discover the hidden forces blocking your conversions, and design marketing that works with human psychology rather than against it. Because the gap between a campaign that performs and one that doesn't is rarely the creative, it is almost always the psychology. 
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14 LESSONS | Lifetime Access | Certificate | AI POWERED
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What You'll Be Able to Do 
After This Course

  • Pinpoint exactly why your campaigns get attention but not action
  • Understand how your customers are really making buying decisions
  • Diagnose what is blocking your audience from buying and how to solve this

  • Understand why 'too expensive' is never really about your price

  • Design the context around your price so it feels like a no-brainer
  • Identify the exact moments when your audience is most ready to act 
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    Who Is This For?

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    Marketing Managers 

    who are tired of campaigns that get clicks and engagement but don't convert, and want to finally understand why.

    Product Marketers

    who want to position their offer around what customers really want, not just what the product does.

    Copywriters

    who want to move beyond clever headlines and write copy that actually changes behaviour.

    Marketing Strategists

    who want a systematic method that delivers results and sets them apart from the competition.

    Growth Marketers 

    who need proven frameworks for conversion, not just more A/B tests on button colours and subject lines.

    E-commerce Marketers

    who want to reduce cart abandonment and turn browsers into buyers by removing the barriers that block purchase.
    Language & Accessibility
    Course language
    🇬🇧 English
    Subtitles available in
    🇬🇧 English 🇳🇱 Nederlands 🇩🇪 Deutsch 🇸🇪 Svenska 🇫🇮 Suomi
    Personal feedback in
    🇬🇧 English 🇳🇱 Nederlands

    We've Worked with the World's
    Largest Organisations

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    You will get lifetime access to the course, learn at your own pace, forever.

    The Course Set-Up

    Our curriculum is enhanced with Behavioural Design to ensure you stay on track and have a learning experience that sticks. You'll tackle your own behavioural challenge throughout the course. It's learning by doing. 

    It is behavioural science made practical for real life powered up with AI skills.

    Lesson 1

    WHY HIGH ENGAGEMENT DOESN'T MEAN HIGH CONVERSION
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    The hidden gap between what people say they'll do and what they actually do.

    Lesson 2

    STOP MARKETING TO THE WRONG BRAIN
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    How to reach the part of the brain that actually makes buying decisions.

    Lesson 3

    HOW TO MAKE THE SAME OFFER FEEL IRRESISTIBLE
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    Why framing determines whether people say yes or scroll past.

    Lesson 4

    HOW TO WRITE COPY PEOPLE ACTUALLY READ
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    The difference between words that get skipped and words that stick.

    Lesson 5

    HOW TO FIND YOUR REAL COMPETITORS
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    Why you're losing customers to solutions you've never considered.

    Lesson 6

    HOW TO UNCOVER WHAT CUSTOMERS REALLY WANT
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    The five interview questions that reveal the job behind the purchase.

    Lesson 7

    HOW TO DIAGNOSE WHY PEOPLE DON'T BUY
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    The four psychological forces you need to understand before writing any copy.

    Lesson 8

    HOW TO REMOVE THE BARRIERS BLOCKING YOUR CONVERSIONS
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    Turning anxieties and hesitations into action, with real examples.

    Lesson 9

    HOW TO MAKE PAYMENT FEEL PAINLESS
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    Reduce price resistance without lowering your price.

    Lesson 10

    HOW TO MAKE YOUR PRICE FEEL LIKE A BARGAIN
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    Why context determines value perception, and how to design it.

    Lesson 11

    HOW TO WRITE VALUE PROPOSITIONS THAT CONVERT
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    The formula that combines everything into copy that actually works.

    Lesson 12

    HOW TO APPLY BEHAVIOURAL DESIGN TO LANDING PAGES, EMAILS AND CTAS
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    The checklist for everything you create, from subject lines to buttons.

    Lesson 13

    HOW TO FIND THE PERFECT MOMENT TO REACH YOUR CUSTOMER
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    Go beyond touchpoints and find when people are actually ready to act.

    Lesson 14

    YOUR FIRST BEHAVIOURAL
    MARKETING PILOT
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    Apply everything you've learned to a real campaign, and get personal expert feedback.

    Every Module, AI-Powered

    Other courses teach you behavioural science or AI. This course teaches you both, 
    because AI without human insight is just automation.

    • Dedicated AI Prompt Guides
      For every core lesson, apply what you learn immediately

    • Bonus: Ready-to-use prompts for any situation
      A collection of prompts you can use anytime, beyond the course

    • Bonus Video: The AI-Powered Professional
      Making you future-proof, how to stay ahead in the age of AI

    • Lifetime access to our SUE  Behavioural Design Guru GPT
      You get lifetime access to our SUE Guru GPT, your AI mentor when we are not by your side.

    Each module comes with a dedicated AI Prompt Guide that shows you how to use AI tools to apply what you've just learned.

    Finished a module on understanding decision-making? Your AI guide helps you immediately generate insights for your own project. Learned a new framework? Your AI guide shows you how to use it at speed.

    By the end of the course, you'll have a complete AI-powered toolkit that turns behavioural science into action, in minutes, not weeks.
    BEHAVIOURAL MARKETING foundationS

    What Will You Get

    Self-Paced Edition

    € 690

    • 14 in-depth Video Lessons
    • Learn-Do-Improve Exercises
    • Learning-by-doing: Working on making your marketing better step-by-step
    • Downloadable Cheat Cards
    • Downloadable Templates
    • Digital Certificate
    • Access to Vibrant Community
    • Self-paced Learning 24/7 Lifetime Access
    • Extensive workbook for upgrading your own marketing
    • Final assignment for solving your marketing challenge with 1-on-1 personal expert feedback from us.
    • AI Prompt Guides
    • Lifetime access to our SUE Guru GPT, your AI mentor when we are not by your side
    Highly recommended! Two fascinating days where theory and practice go hand in hand. I now have a clear understanding of behavioural design that I can apply right away.
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    Laura Perin 
    Customer Experience Culture - KPN
    A really enjoyable and immediately applicable training. I want to share what I've learned with my colleagues and apply it in my work right away.
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    Heike Faber
    Municipality of Amsterdam
    Completed the Behavioural Design Fundamentals course by SUE. Gained so much knowledge about designing behaviour in this two-day course. Highly recommended!
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    Arjo Wijnhorst
    ONLINE MARKETER UNIEK SPORTEN
    Completed an amazing training at SUE! As they call it themselves: KNALLDRANG! And now I feel it too, the urge to immediately apply the SUE | Behavioural Design Method in my work.
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    Fenna dam
    Project Leader Luckt BV
    Two days fully immersed in Behavioural Design. Theory and practice combined, you can apply it immediately. Intensive and inspiring. Recommended for everyone.
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    Floor Bosscha
    Product owner - Eneco
    I gained an excellent and concrete overview of Behavioural Design and most importantly learned how to apply it. At a good pace, I received a solid theoretical foundation and was challenged to put it into practice. With this foundation, I can optimise the customer journey from A to Z.
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    Frank Heuts
    Sr. Communication Advisor – Obvion Mortgages

    professionals trained

    Average rating

    Countries

    EQAC certified

    Frequently Asked Questions

    How does the self-paced training work?

    Upon choosing your course, you gain access to its content, organised into modules. You'll have lifetime access to all course materials and tools, providing ample time for learning. Our courses feature a mix of videos, texts, and practical assignments, and we equip you with tools, templates, and e-books to enhance your learning journey. 

    How do I access the downloads of the course?

    During the course, we supply you with an array of resources including tools, frameworks, templates, and e-books, all downloadable in PDF format. These materials remain accessible to you indefinitely, ensuring you have lifelong support in your learning journey.

    How does the course community work?

    After finishing your course, you'll gain entry to our dynamic Behavioural Design community: the SUE | Behavioural Design Club. We'll supply you with the link and instructions after finishing your course. Within this community, you can connect with fellow professionals, exchange experiences, pose questions, and benefit from additional learning opportunities we provide.

    Do I get a course certificate?

    Yes, absolutely! Once you've completed all course modules and exams, you'll receive a course certificate. You can generate it online immediately after finishing your course and share it on platforms like LinkedIn.

    Do I get personal assistance during my course?

    Yes, our dedicated SUE team is always on standby to address any questions you may have. Additionally, throughout the course, we offer answer keys or personal feedback on your assignments. Our goal is to ensure you not only enjoy but also successfully complete your course. We are there when you need us.

    I am not sure if the course is right for me, can you help me?

    Absolutely! The Behavioural Marketing Foundation is a great starting point. That said, it's not the only option. Our Academy offers specialised courses for specific roles and goals:

    • Behavioural Design Fundamentals Course — for anyone who want to get better at influencing choice and behaviour using behavioural science x Ai. Our most popular course.
    • Behavioural Marketing Advanced — for senior marketers who want to build campaigns that measurably shift behaviour.
    • Designing the 9+ Customer Experience - for CX, product, and service design professionals.
    • Leading Change and Transformation — for change managers who need people to embrace change.
    • Navigating Conflicts and Getting Buy-In — for managers and professionals dealing with resistance.
    • The Influential Leader — for leaders who want to know how to respond at moments that matter to move teams forward and build a high-performance team culture.
    • The Behavioural Advantage in Talent Management — for HR and people managers who want to attract, activate and keep the right talent.
    •  AI-Powered Behaviour Change — for professionals who want to combine AI with human-centred frameworks.


    All courses are fully independent, no prerequisites needed. If you'd like personal advice, reach out to us at academy@sueamsterdam.com and we'll help you find the right fit. You can access all our courses through our homepage.

    Why SUE | Behavioural Design Academy?

    We are the pioneers in making behavioural science practical and easy to use. We have developed user-friendly templates and tools, including our acclaimed SUE | Influence Framework, resources we've successfully applied to tackle challenges for clients across the globe. Our unique fusion as both an Academy and Consultancy ensures our courses aren't just theoretical but are proven in the field, continuously refreshed with insights from real-world client projects. We're also the authors of the #1 bestseller 'The Art of Designing Behaviour'. With 9 courses spanning marketing, leadership, CX, change management, and AI, each powered by AI Prompt Guides, we offer a complete learning path for any professional who wants to master the art of influencing behaviour. You ca find all our courses on our homepage.