YRC Deep — Summer 2022

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CURRICULUM

Introduction to Psychology

• The brain
• Neuroscience
• Cognitive & computational psychology
• Freudianism, Behaviorism, and Computational Theory of Mind
• Sex differences & genetics

Marketing & Branding

• Penetration & Mass marketing
• Buyer moderation & Double jeopardy
• Distinctive assets & Memory structures
• Mental & Physical availability
• Marketing at small companies
• Positioning at small companies
• Customer acquisition at small companies
• Market research
• Ethnography

Behavior science

• Elements of behavior
• Using motivation
• Making behavior easier
• Prompts
• Utilizing Behavior Design

Game Theory

• Foundations of Game Theory
• Dominant Strategies
• Nash equilibrium & Pareto efficiency

Probability & Statistics

• Analyzing data
• Distributions
• Bayes’ theorem
• Hypothesis testing
• Regression

Behavioral economics & Consumer Psychology

• Technological economics value creation & Psychological economic value creation
• Consumer behavior
• Framing & biases
• Prospect theory
• Choice architecture & choice overload