{"id":89769,"date":"2026-03-07T21:18:46","date_gmt":"2026-03-07T19:18:46","guid":{"rendered":"https:\/\/dom.biem.sumdu.edu.ua\/?p=89769"},"modified":"2026-03-07T21:21:16","modified_gmt":"2026-03-07T19:21:16","slug":"first-year-marketing-students-explore-the-potential-of-applied-behavioural-science","status":"publish","type":"post","link":"https:\/\/dom.biem.sumdu.edu.ua\/en\/first-year-marketing-students-explore-the-potential-of-applied-behavioural-science","title":{"rendered":"FIRST-YEAR MARKETING STUDENTS EXPLORE THE POTENTIAL OF APPLIED BEHAVIOURAL SCIENCE"},"content":{"rendered":"\t\t
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On March 4, 2026, first-year students majoring in Marketing participated in the webinar \u201cApplied Behavioural Science for Addressing Organizational Challenges\u201d as part of the Consumer Behaviour<\/a> course (taught by Associate Professor of the Department of Marketing Nataliia LETUNOVSKA<\/a>). The webinar was organized within the framework of the RUUUSH project<\/a>. The speaker, Mariia FRONOSHCHUK<\/a>, holds an MSc in Behavioural Science from the London School of Economics and Political Science and is a member of the Global Association of Applied Behavioural Scientists. During the webinar, she discussed the practical application of behavioural science in the activities of modern organizations. The speaker emphasized that most organizational goals ultimately involve changing people’s behaviour \u2013 encouraging individuals to start performing new actions, perform certain actions more frequently, or abandon old habits.<\/p>

\u201cIt was interesting for me to learn that in order to achieve results, it is important to formulate goals specifically in behavioural terms. This helps to understand which specific actions need to change for an organization to achieve its strategic outcomes<\/em>,\u201d shared her impressions Liliia Tkachenko, a student of group MK-51.<\/p>

Special attention during the webinar was devoted to understanding the context of human behaviour. It was emphasized that decision-making is influenced by both internal factors (such as motivation and capabilities) and external conditions in which individuals operate. Therefore, effective solutions must take into account the real-life contexts in which people interact with products or services. Participants of the webinar also became acquainted with practical cases of applying behavioural science in business. In particular, a project aimed at improving cleanliness on trains in the United Kingdom was presented. Through behavioural interventions, the project managed to increase customer satisfaction, reduce the number of complaints, and improve cleanliness ratings. Participation in such webinars provides Marketing students with an opportunity to familiarize themselves with modern approaches to analysing consumer behaviour and to gain practical insights into the application of behavioural science in marketing activities.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

On March 4, 2026, first-year students majoring in Marketing participated in the webinar \u201cApplied Behavioural Science for Addressing Organizational Challenges\u201d as part of the Consumer Behaviour course (taught by Associate Professor of the Department of Marketing Nataliia LETUNOVSKA). The webinar was organized within the framework of the RUUUSH project. The speaker, Mariia FRONOSHCHUK, holds an […]<\/p>\n","protected":false},"author":12,"featured_media":89764,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_wp_rev_ctl_limit":""},"categories":[12],"tags":[],"class_list":["post-89769","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news"],"_links":{"self":[{"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/posts\/89769","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/comments?post=89769"}],"version-history":[{"count":4,"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/posts\/89769\/revisions"}],"predecessor-version":[{"id":89773,"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/posts\/89769\/revisions\/89773"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/media\/89764"}],"wp:attachment":[{"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/media?parent=89769"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/categories?post=89769"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dom.biem.sumdu.edu.ua\/en\/wp-json\/wp\/v2\/tags?post=89769"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}