What you will get

Three courses. One complete method.

Three courses, one clear learning path. Each builds directly on the previous. By the end, you can design for behaviour at every stage of the marketing funnel, from first impression to loyal customer.

Training language 🇬🇧 English

Subtitles 🇳🇱 Dutch · 🇩🇪 German · 🇸🇪 Swedish · 🇫🇮 Finnish · 🇬🇧 English

Training feedback 🇬🇧 English · 🇳🇱 Dutch

Behavioural Marketing Foundations

5 modules · 11 lessons · The psychology of why people buy

Lesson 1: Why people who love your content still don't buy. That gap between interest and action.

Lesson 2: Why most marketing speaks to the wrong part of the brain, not the part that actually makes decisions.

Lesson 3: How to present the same offer in a way that makes it feel significantly more compelling, without changing what you're selling.

Lesson 4: How to write copy that people actually read and remember, because it creates a picture in the mind.

Lesson 5: How to identify who you're really competing against. The answer is rarely the obvious one.

Lesson 6: How to have a conversation with a customer that reveals what they actually want, not what they think you want to hear.

Lesson 7: How to diagnose the real reason people don't buy, using a structured map of what drives and blocks decisions.

Lesson 8: How to remove the specific barriers that stop people from converting. With a real-world case study.

Lesson 9: Why paying for something hurts, and how to design the payment experience so it feels less painful.

Lesson 10: How to make your price feel like a fair deal rather than an obstacle, without discounting.

Lesson 11: How to write a value proposition that removes the last objection and makes buying feel obvious.

Behavioural Marketing Advanced

5 modules · 12 lessons · From diagnosis to interventions that work

Lesson 1: Why understanding a problem is not the same as knowing how to fix it. This course bridges that gap.

Lesson 2: How to use four diagnostic questions to pinpoint exactly why a behaviour isn't happening.

Lesson 3: How to find and remove the hidden friction that stops people from taking action, even when they want to.

Lesson 4: How to boost desire when the product is good but people still don't feel pulled towards buying it.

Lesson 5: How to time your marketing for the moments when people are most likely to act on it.

Lesson 6: How to design experiences that make people want to come back, not just once but repeatedly.

Lesson 7: How to rapidly generate a large range of ideas for solving a behavioural challenge before selecting the best.

Lesson 8: How to organise your ideas across the full customer journey so you fix the right bottleneck first.

Lesson 9: How to validate your ideas before investing in them, using fast, cheap tests that give real evidence.

Lesson 10: How to tell the difference between ethical influence and manipulation. The distinction matters more than most people think.

Lesson 11: How to get colleagues and decision-makers on board by applying the same principles you use on customers.

Lesson 12: How to apply the complete SWAC framework to a real challenge, from diagnosis through to a tested intervention.

Designing the 9+ Customer Experience

6 modules · 12 lessons · Turn satisfied customers into loyal advocates

Lesson 1: Why customers make decisions based on feeling, not logic. That shapes how you design their experience.

Lesson 2: Why most customer experience projects don't deliver. Four thinking traps tend to get in the way.

Lesson 3: How to uncover what customers truly want: the functional, emotional, and social needs that sit beneath the stated reason.

Lesson 4: How to map all the forces that push customers toward a decision, and the ones holding them back.

Lesson 5: How to identify the specific moments in a journey that shape how customers feel about the whole experience.

Lesson 6: Six ways to make your offer feel more valuable to customers without adding features or lowering prices.

Lesson 7: How people remember experiences, and how to design the moments that define the lasting impression.

Lesson 8: How to identify and eliminate the hidden worries and friction points that quietly stop customers from converting.

Lesson 9: How to map the four hurdles every customer must clear, and where most journeys break down.

Lesson 10: How to design targeted interventions that remove the specific barriers blocking the behaviour you want.

Lesson 11: How to design a low-cost prototype test that proves whether your CX intervention works before you roll it out.

Lesson 12: How to bring the full method together, from understanding customers to delivering an experience that earns a 9+.

Programme includes

3 complete courses

Behavioural Marketing Foundations (11 lessons)

Behavioural Marketing Advanced (12 lessons)

Designing the 9+ Customer Experience (12 lessons)

Tools, templates, and cheat cards

AI Prompt Guides + SUE Guru access

3 EQAC-accredited certificates

Personal feedback from our team

Lifetime access, start anytime

€1.490 excl. VAT

Individual courses cost €2.070. You save €580

Enrol now

Secure checkout on our academy platform

Or take individual courses

Behavioural Marketing Foundations → Behavioural Marketing Advanced → Designing the 9+ CX →

What professionals say

Learners love SUE courses

A practical framework to apply my know-how of behavioural science in a practical way. The opportunities are in abundant if you start working with it!

Miranda Zwartjens

Innovation Lead

Everything clicked into place. You gave me a mental structure to tackle a great many problems and challenges from now on.

Eline Goethals

Strategy Director, Happiness Brussels

With SUE's scientifically grounded methodology, I can immediately get hands-on. In my projects, this led to surprising behavioural interventions and great satisfaction among my clients.

Josette Hager

Strategic Communication Consultant

It really makes you look at people, needs and behaviour differently. It gives you creative superpowers!

Joost Robben

Creative Director

Super educational and in an energetic way! As far as I am concerned, it is a must-have tool for anyone who wants to understand and influence behaviour.

Niels Groenewoud

Sr. Consultant

The Advanced Training truly made a difference for me. You are genuinely challenged to experiment with new methods, but also to collaborate with people from other disciplines.

Geneve Angelista

Lecturer, Amsterdam University

This is how our courses are rated

FAQ

Frequently asked questions

For marketers, brand managers, growth specialists, CX professionals, and anyone who wants to move beyond reach and awareness to actually designing for behaviour change. No prior knowledge of behavioural science required. The programme starts from the foundations.

Yes. This is a learning path with a fixed sequence: Behavioural Marketing Foundations → Behavioural Marketing Advanced → Designing the 9+ Customer Experience. Each course builds directly on what came before, so the order matters. You work through them one by one, at your own pace.

When you enrol, you get immediate access to all three courses, with lifetime access to all materials, tools, and templates. Each course is a mix of video, text, and practical assignments.

Yes, three of them. Each course comes with its own EQAC-accredited certificate you can share on LinkedIn once you've completed all modules and exams.

Yes. Our SUE team offers personal feedback on your assignments. Plus you get lifetime access to the SUE Guru, your AI mentor when we are not around.

Yes. Many professionals have their organisation cover the cost as professional development. We provide invoices suitable for employer reimbursement. Email academy@sueamsterdam.com if you need help with this.

Click "Enrol now" and you will be taken to our secure academy platform (powered by Learnworlds) where you complete your payment. You get immediate access to all three courses and can start right away.

Email academy@sueamsterdam.com for a tailored in-company proposal. We also run the Behavioural Marketing Masterclass as an in-company day for teams.

Build campaigns that move people, not just reach them.

Three courses. One complete method.

Everything you need to learn, apply, and actually use

AI-Powered Behavioural Design

Does this sound like you?

Astrid Groenewegen

Learners love SUE courses

Complete all three courses and earn 3 certificates

Frequently asked questions

Ready to become a Behavioural Marketer?