For whom → marketers
Behavioural design × AI training for marketers

The marketing training for campaigns that actually change buying behaviour.|

Every campaign you create, every journey you map, every brief you write - it all comes down to influencing behaviour. Most marketing informs. Behavioural Design teaches you to design for the automatic mind: the one that actually drives what people click, buy and choose.

Nine marketing behaviour challenges → Or jump straight to our programmes →

10.000+
trained
9.3/10
rating
EQAC
accredited
€1.190
from excl. VAT
Marketers during the Behavioural Design Fundamentals training at SUE Amsterdam

10,000+ professionals trained, including people from

Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com Heineken ING Bank KPN Randstad Achmea Adyen Eneco ANWB Roche European Commission Gemeente Amsterdam DPG Media Sony ABN AMRO Booking.com
Marketing is a behaviour profession

Every marketer runs into these behaviour challenges.

Campaigns, briefings, customer journeys. Again and again: people see the message but don't change their behaviour. The question is not whether you recognise this. The question is how you design past it.

01 · Conversion

Why does everyone click, but almost no one buy?

The campaign performs well in awareness. Click-through is good. Conversion is low. The gap between interest and action is a behaviour design problem.

02 · Briefing

Why does the same briefing keep producing the same default execution?

The brief is thorough, the agency is good, the results look the same. What is missing is the behaviour layer: what exactly should the customer do differently?

03 · Choice

How do I get chosen at the decision moment, not just recognised?

Brand awareness is high. At the shelf or in the browser, the choice goes elsewhere. Being recognised is not the same as being the default.

04 · Satisfaction

Why do customers say they're satisfied but still walk away?

NPS is solid. Churn is growing. The gap between stated satisfaction and actual loyalty is a behaviour problem most marketers never design for.

05 · Pricing

Why does our pricing work on paper, but not in the customer's head?

The margin is right, the positioning is clear. In the buying moment, the price feels wrong. Pricing is not a spreadsheet problem. It is a context design problem.

06 · Testing

Why does a campaign test well but fail in market?

The focus group loved it. The A/B test won. Real behaviour did not change. Test contexts are not real decision environments.

07 · Competition

Why do competitors with worse products outsell us?

The product is better, the quality is higher, the reviews are stronger. They still win market share. Default effects and friction are invisible on a spec sheet.

08 · Loyalty

How do I design loyalty that doesn't depend on discounts?

The loyalty programme is running. Margin is eroding. Discount-based loyalty is a trap. The strongest loyalty is designed into the decision context.

09 · Brand

Why does our brand awareness not translate into actual choice?

The brand is well-known, well-regarded, well-positioned. At the actual moment of decision, something else wins. Awareness and choice are different mental processes.

Why the SUE Behavioural Design method

Behavioural science made practical for professionals who are not behavioural experts.

Most behavioural science knowledge is locked in academic papers and consultancy reports. SUE built its own method, the Influence Framework, which translates that knowledge into a practical step-by-step process any marketer can apply, without a scientific background.

Read: the SUE Influence Framework explained →
SUE Influence Framework
No academic theory — you work on your own marketing case during the training and go home with a fully worked-out plan
Built on Kahneman, Cialdini and Thaler, scientifically grounded but accessible for practitioners
Our own method, the Influence Framework is not taught anywhere else, described in the #1 management bestseller
16 years of experience, from ING to Heineken to the Dutch Government: the method has been proven on the biggest marketing challenges in the Netherlands
Springest
9.3/10
★★★★★
Google
4.8/5
★★★★★
Bloomville
5.0/5
★★★★★
Certified by
EQAC accredited
The ideal starting point

Marketing training: three featured programmesfor marketing

Individually, with your whole team, or as self-study. Three formats in which you learn how to design behaviour in campaigns, conversion, customer journeys and brand choice. Choose the format that fits your role, schedule and organisation.

Behavioural Design Fundamentals
Individual

Behavioural Design Fundamentals Course

The ideal choice if you want to acquire the skill yourself. You build a deep understanding of how people make decisions and learn how to apply those insights the next day in campaigns, conversion or brand strategy.

Live · 2 days · Amsterdam or online · own pace · certificate · AI inside
View training
Behavioural Design team training
Team Training

Behavioural Design Masterclass

Work as a team for one day on one marketing challenge of your choice: conversion, customer journey, brand choice, pricing or loyalty. You go home with a concrete intervention you can test the following week.

1 day · at your location max 16 participants
View team training
Deep Dive Leading Change and Transformation
Online · Own pace

Deep Dive Leading Change & Transformation

For marketers who guide change processes. Learn why change stalls and how to get customer and stakeholder behaviour on board, using proven behavioural science techniques.

Online · own pace certificate · AI inside
View online training
Our full range

Or browse all our trainings and programmes

In addition to the three featured trainings above, we have a broader range. Choose below the format that suits you. Every path leads to the same goal: designing customer behaviour that works across campaigns, content, journeys and conversion.

Individual · 2 days
Live in Amsterdam →
Job-ready in 2 days. Next start: coming soon.
At your own pace
Online self-paced →
Become a Behavioural Designer alongside your job.
For your whole team
Team training →
One behavioural challenge, one team, one breakthrough.
What marketers say after the training

10.000+ professionals have followed a SUE Behavioural Design training.

The marketers among them have one thing in common: afterwards they look at campaigns, conversions and customer behaviour differently.

After the training

What marketers do differently after the Behavioural Design training

Not abstract knowledge. Concrete changes in how you approach campaigns, briefings and customer behaviour.

You analyse customer behaviour before you design the campaign

You use the Influence Framework as your starting point: what drives these customers, what's holding them back, what context helps?

You design the decision context, not just marketing communication

You shape the choice environment so that the desired behaviour becomes the easiest choice, not just the most communicated one.

You speak the language of behaviour in marketing decisions

You share a common framework with your team: goals, anxieties, habits, context, friction, triggers. Marketing decisions become more concrete and better grounded.

Frequently asked questions

Frequently asked questions about the marketing training

Yes. The programmes are EQAC-accredited and you finish with a certificate. You can start with the two-day Fundamentals Course (€1,490 ex VAT) or progress to the Advanced Course for experts (€3,990 ex VAT).

Most participants start without any prior knowledge. The training teaches you the behavioural science you need, linked directly to your own marketing practice. No academic theory for its own sake, just actionable insights you can apply the very next day in your campaigns, journeys or conversion work.

You learn the SUE Influence Framework: a method for analysing why customers do what they do, and for designing marketing that genuinely changes behaviour. You work on your own marketing case during the training, such as activation, retention, conversion or campaign response, and go home with a fully worked-out strategy you can apply the next day.

The training is most valuable for experienced marketers. You've got the practical experience. The training gives you the scientific framework that backs up your intuition and sharpens your approach. Many participants say afterwards: I was already doing parts of this, but now I understand why some campaigns work and others don't.

A deliberately mixed group: HR professionals, marketers, communication advisers, policymakers and leaders all together. Maximum 16 participants. That mix is what makes it valuable, because you learn not only from the content but also from how people in other sectors deal with similar behavioural challenges.

Yes. We invoice in the company name and the training is EQAC-accredited, which makes reimbursement easier. Get in touch if you need a quote or additional information for your request.

Start with the Fundamentals. That gives you the complete Behavioural Design framework: the Influence Framework, the JTBD method and all core tools. A Deep Dive builds on that with marketing-specific applications. Without the Fundamentals, the Deep Dive lacks its foundation.

The Fundamentals course is the broad foundational training: 2 days live (or 33 online lessons) in which you learn the complete Behavioural Design framework. After that, you can apply it to any marketing challenge. A Deep Dive training lasts 1 day and goes deep on one specific topic, such as conversion, brand behaviour or customer journey design. If you do both, the Fundamentals course is always the first step.

Yes. The Behavioural Design training is EQAC-certified, which makes reimbursement from employers easier. We invoice in the company name and provide a quote on request. The course is given in Amsterdam and online. Get in touch for personal advice on which training best fits your situation.

Ready to take the step? View the next start date or ask your question.

View start dates → Ask a question

10.000+ professionals have gone before you · 9.3/10 rating · EQAC accredited

Behavioural Design is the missing layer.

Why a well-intentioned marketing initiative doesn't automatically change behaviour

Behavioural Design for marketers is the application of behavioural science to campaigns, content, customer journeys, briefings, pricing and brand strategy. The method helps you understand why customers make the choices they make, and how to design the marketing context so that the desired choice becomes the natural one.

1
96% of behaviour is automatic. Most marketing addresses the conscious mind: ads, messaging, awareness campaigns. The Behavioural Design Method teaches you to read the unconscious, and design for it.
2
Five forces shape every behaviour. Pains, gains, anxieties, comforts and jobs-to-be-done. The SUE Influence Framework teaches you to recognise them in customers, prospects and buyers, and use them to influence marketing decisions.
3
Behaviour is designable. The Behavioural Design Method gives you a step-by-step process for changing the decision environment, not the person, so that preference, conversion and loyalty become the natural default.
Read more about the Behavioural Design Method →
Personal advice

Would you prefer to discuss the options with us?

Book a no-obligation discovery call. Marjan will connect you with the right SUE specialist who can give you targeted advice based on experience with marketing challenges.

Marjan Krom, Happiness and Hospitality Manager SUE
Marjan Krom
Happiness & Hospitality Manager
Email
academy@sueamsterdam.com
Phone
(+31) 20 223 46 26
Location
's-Gravenhekje 1a
1011 TG Amsterdam

Book a call

Choose a moment that suits you.

Further reading

Marketing & behavioural science: the most-read articles

1
Methodology
The SUE Influence Framework explained: six forces behind every customer decision
 2
Pricing
The Decoy Effect: the choice architecture behind pricing
 3
Campaigns
The framing effect: examples for brand and campaign
 4
Social influence
Social proof in marketing: why others sell your brand for you
 5
Decision-making
Cognitive biases in marketing: what every marketer should know
View all articles on marketing & behavioural science → The Art of Designing Behaviour
Book by Astrid Groenewegen
The Art of Designing Behaviour
The complete practical guide to using behavioural science to change what people do.
#1 Bestseller · The standard in behavioural design
Astrid Groenewegen
Astrid Groenewegen
Co-founder, SUE Behavioural Design
Weekly newsletter

1.5 minutes of Influence

Every week I notice something: a hospital sign, a supermarket shelf, a phrase in a meeting. Always something that shows exactly how context drives behaviour. I write it down. Every Thursday morning it lands in your inbox. In 90 seconds.

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Next edition
Behavioural Design Fundamentals: multiple dates in 2026 Limited spots per edition
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