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GSBGEN 520: Designing Solutions by Leveraging the Frinky Science of the Human Mind

The thrust of this course is about designing effective and innovative solutions by leveraging deep insights into the workings of the human brain, specifically the emotional brain. Designing solutions for markets so as to identify promising business ideas; for existing organizations, fostering a competitive advantage, loyalty, customer life-time-value, etc. Designing solutions for customer engagement and behavior change. Designing solutions for leaders, who need to be effective at making decisions and influencing others' decisions. Designing solutions for organizations- for example, "How do we design effective solutions that will foster innovation and risk-taking in large organizations?" The course will explore these topics by unraveling the workings of the human brain, leveraging frameworks that essentially capture the way emotional brain systems shape our decisions, experiences and behaviors. Filled with mini-case studies and in-class exercises to illustrate the various topics, the course features one individual and one group assignment (the group assignment is geared toward applying the learnings in this course to identifying a promising business idea).
Terms: Aut | Units: 2
Instructors: Shiv, B. (PI)
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