If you think that, to reach your business objectives, you have to rationally manage the rational people around you (customers, employees, colleagues), then you are totally wrong. In fact, the day-to-day business context is dominated by Irrational, rather than Rational, decision-making, and you have to deal with it!

The number one reason why sometimes even brilliant ideas fail is that they do not start at the behaviour level. And some researchers and practitioners like to call it the missing layer. Because if you truly understand human behaviour and the decision-making process (with its abundance of irrationalities), then you will be able to influence it predictably … And achieve the results you are pursuing!

Thus, during this four-month executive training, you will be immersed in the latest know-how and practices in behavioural science, that will support you in getting the people around you to make needed choices or engage in the desired behaviours.

Designed by TEE, in partnership with the Danish consultancy agency iNUDGEyou, the developer of the well-known BASIC© methodology for behaviour change interventions adopted by OECD in 2019, the course is the first and only Executive Training in Romania on applied behavioural science, with the aim of smartly growing your business. The University of Buckingham validated this programme and will offer the graduation diploma. 


The course was designed for middle and top managers, decision-makers, and industry leaders across both private and public sectors. Whether you’re in sales, marketing, product management, customer relations, or HR, this course offers practical insights and innovative strategies. Based on feedback from our inaugural executive class, it’s a must for anyone working with data, aiming to drive business innovation and make informed decisions.


The course is built on two major blocks:
  • one providing the necessary theoretical and conceptual knowledge regarding the Behavioural Economics field (Module 1 & 2), on top of which
  • the practical abilities block is built, in this case with the use of the BASIC© methodology for behaviour change interventions (Modules 3 & 4).


The FOUNDATIONS of BEHAVIOURAL ECONOMICS - Why is it important to accept that the day-to-day business context is dominated by Irrational, rather than Rational, decision-making

At the end of this module participants will:

  • Understand why people behave irrationally (Automatic vs. Reflexive system of thinking);
  • Know the most frequent 25 cognitive biases that occur during the decision-making process;
  • Be able to recognize and analyse the situations in which irrational behaviors occur, and to evaluate the cognitive biases that lead to those situations.


BEHAVIOUR CHANGE STRATEGIES - There is still hope for us to behave more like Homo Rationalis, rather than Homo Irrationalis

At the end of this module participants will:

  • Understand the characteristics of inter-temporal choices (present versus future evaluations), and be able to evaluate various types of self-control challenges (procrastination, delay discounting, present bias etc.);
  • Understand the concepts of choice architecture and nudging as a potential complementary behavioural change strategy (next to incentives, persuasion and information);
  • Be able to identify various nudge typologies (defaults, social norm nudging) and implement them based on a preliminary context analysis
  • Be able to design a behavioural change intervention including elements of nudging and boosts.

MODULE 3 [JANUARY 17-18, 2025]

The BASIC© METHODOLOGY FOR CHANGING BEHAVIOURS - Putting behavioural science at work! Develop the knowledge and skills necessary for successfully implementing a behaviour change intervention, by using the BASIC© methodology (framework), related to a real business problem.

At the end of this module participants will:

  • Understand how the BASIC© methodology works for changing behaviours;
  • Be able to analyse a business situation that is suitable for a behaviour change intervention by using the BASIC© methodology;
  • Develop the ability to design a behaviour intervention using the BASIC© methodology;
  • Have the knowledge and skills necessary to organize the successful implementation of a behavioural change strategy using the BASIC© methodology.

MODULE 4 [FEBRUARY 7-8, 2025]

MASTERING THE BASIC© METHODOLOGY - Now it’s time for you to take the stage of applied behavioural science! 

At the end of this module participants will:

  • Possess the necessary knowledge and skills for presenting in a convincing manner the behavioural change project they have developed, in order to obtain approval for implementation from the business stakeholders;
  • Have the ability and motivation to use the BASIC© methodology in future business projects;
  • Be able to adequately analyze and evaluate other behavioural change intervention projects.

Dr. Alin T. Băiescu, MBA is the Programme Director of the “Behavioural Economics in action” training, and also the lecturer for Module 1.

Dr. Băiescu has around 25 years of experience in the financial sector, in middle and top management positions, within well-known multinational corporations (AIG / MetLife, Raiffeisen, Eureko, AEGON).

In parallel, he has been developing an academic career: Alin holds both a PhD and an Executive MBA diploma, being also an Associate Professor at Babeș-Bolyai University (Cluj-Napoca), and for the University of Buckingham MBA delivered in Romania.

Also, Alin Băiescu has been the author, co-author, or coordinator of 10 books, in areas such as insurance, management and business.

Prof. Rodica Ianole-Călin is an applied microeconomist, researcher, and educator, focusing on how to best put at use behavioural and data analytics insights to improve personal and societal well-being.  She is a Professor of Applied Economics at the University of Bucharest and a lecturer for Module 2.

In her research work, she examines attitudes, decisions, and behaviors related to sustainable consumption and lifestyles, health, financial decision-making, informality, and social norms.

She teaches behavioral and experimental economics, game theory, and topics in health and environmental economics, at the Faculty of Business and Administration, where she co-founded the first master program in behavioral economics from Romania.

Dr. Pelle Guldborg Hansen is a behavioural scientist at Roskilde University (Denmark), founder of the Danish Nudging Network and Chief Scientist at iNudgeyou – The Applied Behavioural Science Centre, an independent research centre advancing applied behavioural insights since 2010, and lecturer for Module 3.

He is also on the advisory boards of IBPPA – The International Behavioural Public Policy Association, and GAABS – and The Global Association of Applied Behavioural Science. He is working with real-world applications of behavioural economics and behavioural insights, especially so-called ‘nudge’-interventions. Based on his extensive experience, Dr. Pelle Guldborg Hansen developed the framework BASIC© for applying behavioural science in public policy, which was adopted and published in 2019 by the OECD.



Prepare to be pleasantly surprised from the start – the fee for this Executive Training program doesn't truly capture the exceptional quality and depth of knowledge you'll receive. In fact, its genuine worth far surpasses  €3,750.

However, given that this marks the inaugural event of its kind and our dedication to empowering the business community, we've taken into account the purchasing capacity of our target audience. As a result, we're thrilled to offer it at an incredibly reduced price, making it accessible to a broader range of professionals.

For organizations that enroll four or more participants, beginning with the fourth attendee, you'll enjoy a generous 50% discount on the fee.