This executive masterclass is developed by Behavioural Economics HUB, in partnership with TEE – Transilvania Executive Education and with the participation of well-known behavioural specialists from the UK.

CONCEPT OF THE EXECUTIVE MASTERCLASS

In the nowadays dynamic contexts of business contexts, adaptation is critical. Changing people’s behaviour is an important aim in all organizations, with relevant benefit for everybody, but this task is a challenging one!

To be really honest, too frequently, many of us are engaging in endeavours of changing different behaviours in our organizations by simply following the unsystematic but (luckily, sometimes …) helpful advice of different consultants, strategists or our mentors about how to deal with behaviour change. And, indeed, sometimes, it works. And, indeed, sometimes we are not fully aware of why it worked, but we are satisfied that it did!

In reality, practitioners need a guide, a framework, and a methodology to design and implement the desired behaviour change interventions in their organizations, that is rigorous, evidence-based, and systematic. So that, if it succeeds, we can understand why and replicate; and, if it fails, we can identify how it could be improved.

This masterclass offers exactly this approach, as it provides a step-by-step methodology that is useful and relevant for a wide diversity of behaviours, in different contexts, regions and organization types.

The masterclass will take place in Cluj-Napoca, between 23rd and 25th of May, with 8 hours of teaching every day, from 9 am till 6 pm. During the 3 days, we will combine lectures with group discussions and practical work. There will be Pre- and post-module reading materials. All the course will be delivered in English.

ABOUT THE BCW™ METHODOLOGY

Designed and developed by an experienced team from the University College London – Centre for Behaviour Change (UK), the BCW™ (Michie et al., 2011; 2014) is a powerful tool for understanding and changing behaviour. It relies on decades of research and practice, incorporating the most recent advances in behaviour change intervention design, and can assist in designing and implementing behaviour change intervention strategies in your organization.

References: Michie, S., van Stralen, M. M., & West, R. (2011). The behaviour change wheel: a new method for characterising and designing behaviour change interventions. Implementation Science: 6, 42. https://doi.org/10.1186/1748-5908-6-42

Michie S, Atkins L, West R. (2014) The Behaviour Change Wheel: A Guide to Designing Interventions. London: Silverback Publishing. www.behaviourchangewheel.com.

This masterclass is addressed to middle and top managers or other decision makers from both private and public enterprises, from all industries, active in functional areas such as sales, marketing, product development, customer relations/care, HR, but is also useful for behavioural researchers.

The programme is built on two main sections:

1. providing the necessary theoretical and conceptual knowledge regarding the behavioural economics field (Day 1),
2. a practical section provides the necessary knowledge regarding using the BCW™ - Behaviour Change Wheel methodology for behaviour change interventions (Days 2 & 3).

Day 1 (23 May 2025): The FOUNDATIONS of BEHAVIOURAL ECONOMICS

(or Why is it important to accept that the day-to-day business context is dominated by Irrational, rather than Rational, decision-making processes). The lecturer will raise awareness of the fact that Irrational decision-making is a widespread phenomenon among people: clients, business partners, and employees.

At the end of this module, participants will:

✔ Understand why people behave irrationally (Automatic vs. Reflexive system of thinking);

✔ Know the most frequent 15 cognitive biases that occur during the decision-making process;

✔ Be able to recognize and analyze the situations in which irrational behaviours occur, and to evaluate the cognitive biases that lead to those situations;

✔ Understand the concept of nudging as a behavioural change strategy.

Main topics:

▪ The standard economic model vs. the behavioural economic model (unbounded vs. bounded rationality);

▪ Why do people think and behave irrationally? Automatic vs. Reflexive system of thinking in decision making (System 1 vs. System 2)

▪ The most frequent 15 cognitive biases & heuristics that affect people’s decisions,

▪ Behavioural change strategies: nudge, sludge, boosts, etc.

Day 2 & 3 (24 & 25 May 2025): The BEHAVIOUR CHANGE WHEEL™ Approach

(or Putting the behavioural science to work!) You will develop the necessary knowledge and skills for successfully implementing behaviour change interventions by using the BCW™ methodology (framework), related to a real business problem.

At the end of this module, participants will:

✔ Understand how the BCW™ methodology works for changing behaviour;

✔ Be able to analyze a business situation that is suitable for a behaviour change intervention by using the BCW™ methodology;

✔ Develop the ability to design, deliver and/or evaluate a behaviour change intervention using the BCW™ methodology.

Main topics:

▪ Introduction into the BCW™ methodology for changing behaviour;

▪ The steps that are followed in applying the BCW™ methodology:

▪ Identify the target behaviour (the one that, if changed, will generate benefits for both the individuals and the organization);

▪ Create a ‘behavioural diagnosis’ by analysing the factors influencing this target behaviour based on the COM-B Model; Identify of the most appropriate intervention types (education, persuasion, incentivisation, coercion, training, restriction, enablement, modelling, environmental restructuring);

▪ Consider the policy options that could also support the desired behavioural intervention.

▪ Select behaviour change techniques and mode of delivery, ensuring that target actions are SMART.

▪ Apply the APEASE criteria for intervention delivery and evaluation (identify the Acceptability, Practicability, Effectiveness, Affordability, Spillover effects, and Equity)

Prof. Angel CHATER, Ph.D. is a registered Health Psychologist and Sport and Exercise Psychologist with the Health and Care Professions Council (HCPC), a Chartered Psychologist with the British Psychological Society (BPS), and an expert trainer in Behaviour Change with SEPIA Health. Angel is a Professor of Health Psychology and Behaviour Change, holding a split academic role at the University of Bedfordshire as the Director of the Institute for Sport and Physical Activity Research, Centre for Health, Wellbeing and Behaviour Change and at UCL Centre for Behaviour Change as the Co-Director of the Policy Research Unit in Behavioural and Social Sciences, leading research on Optimising Integrated Care Services (OptICS) for cardiovascular disease risk and mental health concerns. Her expertise is in intervention design, delivery, evaluation, and adoption systems (IDDEAS), encapsulating the use of psychological theories, models, and techniques to change a range of behaviours and outcomes with extensive experience applying the Behaviour Change Wheel in real-world practice.

Dr. Alin T. Băiescu, MBA is a top executive in the financial area, founder of the Behavioural Economics HUB and also professor of Behavioural Economics. He is Board Member @ TEE (Transilvania Executive Education), Module Leader of the Economics Module for the Executive MBA of University of Buckingham programme delivered in Romania, Associate Professor @ UBB (Babeș-Bolyai University of Cluj), and Programme Director of the Behavioural Economics in Practice Executive Training @ TEE. Dr. Băiescu is licensed in two methodologies for changing behaviours in organisations: BCW™ (Behaviour Change Wheel, University College London, UK), and BASIC©™ (iNUDGEyou, DK). He is editor for 15 books, and has received several national and international awards.

Michie, S., van Stralen, M. M., & West, R. (2011). The behaviour change wheel: a new method for characterising and designing behaviour change interventions. Implementation Science, 6(1), 42. https://implementationscience.biomedcentral.com/articles/10.1186/1748-5908-6-42

West, R., Michie, S., Atkins, L. et al. (2019). Achieving Behaviour Change: A guide for local government and partners. London: Public Health England.

Or, this PDF File

The 3-day masterclass will be delivered in Cluj-Napoca from the 23rd to 25th of May, Friday to Sunday, from 9 am to 6 pm.

The executive course is taught by Prof. Angel CHATER, SEPIA Health, University College London & University of Bedfordshire (UK) and Dr. Alin Băiescu, Founder of Behavioural Economics Hub (RO). The teaching materials available for study will be in English.

The learning experience will include pre- and post-module readings, lectures, group discussions, and workshops.