In order to develop effective customer interactions in the real and digital world, companies in the online and service sectors increasingly rely on employees who, in addition to a background in business administration, also have sound knowledge of psychology and behavioral economics.

The development of this specialization and the delivery of its content are a collaboration with the ZHAW School of Applied Psychology. By specializing in behavioral design, you will be able to design physical and digital services that create value for your target audience, the company you work for, and society.

Behavioral Design is an interdisciplinary specialization that will qualify you to work in demanding professional roles for companies and organizations in diverse sectors.

In particular, Behavioral Design provides a theoretical foundation in general psychology, behavioral economics, and business administration, especially marketing and service design. You will also become familiar with key methodological approaches, which you  will learn to use in understanding customer and user behavior (especially their decisions) and in developing, testing, and implementing solutions (interventions) with relevant stakeholders.

This degree qualifies you to work in companies (in areas such as marketing, customer relations, product development, or communication), consulting firms, public authorities, non-profit organizations, and market research institutions as a customer experience manager, user experience specialist, digital marketing & communication manager, service designer, behavioral researcher, product manager, customer insight researcher, behavioral design consultant, or customer intelligence specialist.

At the interface of psychology, behavioral economics, and business administration, a specialization in Behavioral Design provides scientifically sound, practical training.

• Typically, you will have a vocational baccalaureate in economics or services. There are various other ways in which you can be admitted to our program. Find out more here about admission requirements.
• Certificate from a college of higher education and training (HF): Exempt from examination, at least one year of regulated work experience in the commercial sector. With certain HF certificates (see admission requirements), direct entry to the main study program is possible (the assessment with 60 ECTS is waived across the board). Read about direct entry with an HF degree here (in German).