UG Program

Applied Business & Consumer Psychology

A 6-month hybrid MBA program that combines psychological principles with real-world marketing strategies to train the next generation of brand strategists, digital marketers, and consumer psychologists.

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Why - Business Psychology

#1 Why Choose Business Psychology?

Blends marketing strategy with behavioral science to help you influence consumer decisions, build impactful brands, and stay ahead in the evolving digital economy.

Deep Consumer Insight

Understand the psychology behind customer behavior, emotions, and decision-making to design campaigns that truly connect.

Marketing Meets Mind Science

Blend behavioral economics, neuromarketing, and persuasion techniques to influence audiences ethically and effectively.

Real-World Strategy Labs

Solve business problems through live marketing labs, consumer hackathons, and campaign simulations.

AI & Digital Business Psychology

Master how AI and data analytics predict consumer behavior and personalize marketing at scale.

Career-Focused Projects

Build a portfolio through capstones, branding challenges, and GTM strategies with a psychology twist.

Mentorship from Experts

Learn from marketing leaders, psychologists, and brand strategists through workshops and one-on-one mentorship.

Who is this program for?

Marketing Aspirants

Undergraduates aiming to master marketing strategy, branding, and consumer engagement from day one.
Psychology Enthusiasts

Learners with interest in human behavior, decision science, and psychological frameworks for business.

Aspiring Brand Strategists

Those who want to craft compelling stories, positioning strategies, and emotional branding that resonates.
Startup-Minded Individuals

Young entrepreneurs building D2C brands or creator-led ventures with strong customer psychology at the core.

Our leadership team

Meet the amazing team behind YC

Devon Lane

CEO

Jennie Tho

Finance Manager

Symon Lesin

Technology Manager

Virginia Aguilar

Director of People

Virginia Aguilar

Director of People

Virginia Aguilar

Director of People

Devon Lane

CEO

Jennie Tho

Finance Manager

Symon Lesin

Technology Manager

Virginia Aguilar

Director of People

Virginia Aguilar

Director of People

Virginia Aguilar

Director of People

UG Program

Start Building Psychology-Backed Campaigns Today

Be part of a new wave of marketing professionals who understand what truly drives consumer behavior.

Enroll Now

Builiding Innnovative Startups

Future Ready Entrepreneurial Curriculum

Our curriculum is designed to build real-world entrepreneurial skills, focusing on idea validation, growth strategies, and market dynamics. Learn through practical modules with expert mentorship to launch and scale your startup.

Enroll Now Learn More

Month 1: The Science Behind Consumer Decisions

Dive into the psychology behind consumer behavior, exploring biases, decision-making, and sensory branding techniques to influence purchasing decisions.

In-Class Learning

Introduction to Business Psychology – Understanding human behavior in marketing
Cognitive Biases & Consumer Decision-Making – How biases influence purchasing
Behavioral Economics – Applying psychology to business growth
Neuromarketing & Sensory Branding – Leveraging emotions & sensory triggers
The Psychology of Color, Design & Brand Perception – Visual impact on consumer choices
Emotional Branding & Storytelling – Creating brand loyalty through narratives

Out-Class Activities

Consumer Research Lab – Conduct surveys & analyze customer psychology
Sales Psychology Challenge – Real-world sales simulations
Professional Foundations – Communication, business etiquette & self-branding
LinkedIn & Personal Branding – Creating an impactful online presence
Elevator Pitch – Selling ideas persuasively
Technology for Marketing: Excel – Data-driven marketing decisions

Month 2: Persuasion & Influence in Marketing

Learn the science of persuasion, applying Cialdini’s principles, decision fatigue, and behavioral triggers to craft compelling marketing messages and campaigns.

In-Class Learning

The Science of Persuasion & Influence (Cialdini’s 6 Principles)
Cognitive Load & Decision Fatigue in Marketing
Behavioral Triggers for Virality & Engagement
Psychology of Pricing & Consumer Perception
Scarcity, Urgency & FOMO (Fear of Missing Out) in Sales
Gamification & Behavioral Design in Marketing

Out-Class Activities

Mesa Startup Lab: Ideation – Developing a psychology-based marketing strategy
A/B Testing Challenge – Testing persuasive messaging
Professional Foundations – Personal development & negotiation
Data Analytics in Marketing – Understanding customer data
Technology for Marketing: Power BI – Visualizing marketing data
Toastmasters – Public speaking for marketing professionals

Month 3: Digital Marketing & Customer Engagement

Understand the psychology behind social media engagement, influencer marketing, and personalization to build meaningful customer connections in the digital space.

In-Class Learning

Psychology of Social Media Engagement – Why people like, share & comment
The Art & Science of Storytelling in Digital Marketing
Influencer & Community Psychology – Leveraging social proof for marketing
Nudging & Habit Formation in Marketing
Behavioral Segmentation & Targeting – Personalizing customer journeys
The Role of AI in Consumer Behavior Analysis

Out-Class Activities

Mesa Startup Lab: Consumer Insights – Understanding customer behavior in real time
Business Strategy Lab (BSL): Customer-Centric Strategies
Professional Foundations – Resume & career development
Resume 101 – Building a strong marketing resume
Shortlisting Consumer Personas – Creating buyer profiles
Technology for Marketing: SQL – Data analytics in marketing

Month 4: Growth Hacking & Behavioral Marketing

Learn advanced techniques in growth hacking and behavioral marketing to accelerate business growth using psychology-driven tactics.

In-Class Learning

Growth Hacking & Viral Marketing
Behavioral Economics in E-Commerce & D2C
Retargeting & Re-Engagement Psychology
Building Habit-Forming Products (Hooked Model)
UX/UI Psychology for High Conversion Rates
Artificial Intelligence & Predictive Consumer Behavior

Out-Class Activities

Mesa Startup Lab: Building Your First 1000 Users
Psychology-Based Ad Campaign Challenge
Professional Foundations – Career readiness
Mock Interviews – Sales & marketing interview simulations
Function-Specific Workshops (What-If Session)
Building a Growth Mindset in Marketing
Technology for Marketing: Python – AI-driven marketing analytics

Month 5: The Future of Business Psychology

Explore the future of marketing, focusing on AI-driven personalization, metaverse marketing, and the ethical implications of digital marketing.

In-Class Learning

Two-Sided Marketplaces & Network Effects
Metaverse & the Psychology of Virtual Consumer Behavior
AI-Driven Personalization & Predictive Analytics
Ethics & Public Policy in Digital Marketing
Future of Behavioral Marketing

Out-Class Activities

Mesa Startup Lab: Go-To-Market Strategy
Neuromarketing Datathon – Brain-based marketing analysis
Professional Foundations – Final career & business prep
Last Mile Prep – Preparing for leadership roles
Technology for Marketing: Machine Learning

Month 6: Mastering Customer Experience & Business Growth

Develop expertise in customer experience management, strategic brand positioning, and performance optimization to lead growth in marketing and business operations.

In-Class Learning

Managing Customer Experience & Retention Psychology
Strategic Brand Management & Positioning
Breaking into Growth & Product Marketing
Data-Driven Marketing & Business Analytics
Peak Performance & Building High-Performance Teams

Out-Class Activities

Mesa Startup Lab: Investor Outreach & Business Pitching
Consumer Behavior Hackathon – Innovating new marketing strategies
Professional Foundations – Advanced career-building skills
Building a Growth Mindset in Business Psychology
Resilience & Stress Management in High-Performance Marketing

Final Deliverables and certifications

Demonstrate your expertise in Business Psychology and readiness to impactful
marketing campaigns in rleadeal-world business settings

Business Psychology Strategy

Create a marketing campaign or strategy based on consumer psychology principles.

Industry Networking

Engage with industry professionals through events and mentorship opportunities to enhance career prospects.

Business Idea Pitch

Present a pitch for a marketing-driven business idea to attract investors.

Business Psychology Expert

Receive certification acknowledging your expertise in Business Psychology.

Community

Ready to Transform Your Future?

Join the Young Chanakya community today and start your journey towards becoming a leader in the world of business.

Become a Chanakya Explore the Chanakya Program

Phase 1: Pre-Admission Engagement & Orientation

Mandatory Event Participation

Applicants must attend at least one YC event—such as a Summit, Workshop, or Meetup—before applying. Event attendance is validated through registration data or issued digital certificates to ensure prior engagement

Accept Code of Conduct

All applicants are required to digitally acknowledge and accept Young Chanakya’s Code of Conduct. This step ensures every member upholds the expected standards of ethics, behavior, discipline, and commitment throughout their journey.

Understand Culture & Values

Applicants must review Young Chanakya’s vision, values, and operating culture. After completing this step, they are required to submit a Culture Commitment Form, confirming alignment with our expectations and shared mission.

Onboarding Confirmation

Once all prior steps are fulfilled, candidates receive a Pre-Admission Clearance Certificate. This confirms their eligibility to proceed to Phase 2 and continue their journey within Young Chanakya’s structured learning ecosystem.

Phase 2

Formal Admission Process

This phase is the actual selection and fee structuring process for the Young Chanakya programme. Candidates undergo evaluation and receive admission decisions.

Application Form & Fee

Submit the Young Chanakya application form. A fee of ₹9,999 grants access to pitch events, evaluation rounds, and a full mentor panel review.

Idea Pitching Process

Pitch your startup idea or leadership mission to the YC Committee. Evaluation is based on originality, feasibility, mindset, and impact.

Admission Outcome & Fee

Successful pitch: ₹4,50,000. Unsuccessful: ₹6,00,000. All admitted candidates get structured support to refine their ideas within the program.

Final Admission Letter & Programme Kit

On payment, candidates receive the official offer letter and full access to the portal, dashboard, community spaces, and mentorship roadmap.

4 Year Fee Structure

Program Fee

Rounds	Application Fee	Course Fee	Apply Now
Early Bird	₹3/-	₹20,35,000/-	Start Application →
Round 1	₹3,500/-	₹21,35,000/-	Start Application →
Round 2	₹3,500/-	₹21,35,000/-	Start Application →
Round 3	₹3,500/-	₹21,35,000/-	Start Application →

Learning Outcomes

Discover and register for exciting upcoming events, workshops,
and networking opportunities near you.

Consumer Decision-Making

Gain in-depth knowledge of how consumers make decisions, influenced by psychological factors, and learn how to apply this understanding to shape marketing strategies.

✓ Understand cognitive biases and their impact on consumer choices.
✓ Learn the psychological triggers behind consumer purchases.
✓ Apply behavioral economics principles in marketing strategies.

Learning: Dive into decision-making theories and how they influence consumer behavior.

Explore: Investigate real-world case studies of marketing decisions based on consumer psychology.

Implement: Develop strategies that incorporate consumer decision-making processes to drive sales.

Behavioral Economics & Persuasion

Learn the principles of behavioral economics and persuasion to create marketing strategies that engage, persuade, and convert consumers effectively.

✓ Master Cialdini’s 6 Principles of Persuasion.
✓ Apply principles of scarcity, urgency, and social proof in campaigns.
✓ Understand the impact of cognitive load and decision fatigue in marketing.

Learning: Learn the core concepts of behavioral economics and how they shape consumer behavior.

Explore: Analyze campaigns that use persuasive techniques and behavioral triggers.

Implement: Create marketing strategies that leverage persuasion to drive consumer actions.

Digital Marketing & Engagement

Explore the psychology behind digital marketing and how to use various platforms to create engaging campaigns that resonate with target audiences.

✓ Learn how social media psychology influences engagement and sharing.
✓ Understand the role of influencers and community in consumer decision-making.
✓ Develop personalized marketing strategies through behavioral segmentation.

Learning: Learn how consumer psychology drives online engagement and content sharing.

Explore: Study the role of influencers and their impact on consumer behavior.

Implement: Design digital campaigns that resonate with your target audience using psychological insights.

Growth Mindset

Dive into growth hacking strategies and behavioral marketing techniques to rapidly scale businesses and build long-term customer loyalty.

✓ Understand the psychology of viral marketing and growth hacking.
✓ Learn the strategies behind building habit-forming products.
✓ Master retargeting and re-engagement techniques for sustained growth.

Learning: Learn the psychological principles behind successful growth hacking.

Explore: Analyze real-world examples of viral marketing and habit-forming products.

Implement: Develop growth strategies that incorporate behavioral marketing principles.

CX & Loyalty

Understand how to create exceptional customer experiences that foster brand loyalty, increase retention, and drive repeat purchases.

✓ Master customer experience management and retention strategies.
✓ Learn how emotional branding creates lasting customer loyalty.
✓ Explore the psychology behind brand loyalty and customer retention.

Learning: Learn the fundamentals of customer experience management and retention.

Explore: Analyze successful case studies of emotional branding and customer loyalty.

Implement: Create customer experience strategies that promote loyalty and retention.

AI & Analytics

Leverage AI and data analytics to predict consumer behavior, personalize marketing efforts, and optimize campaigns for maximum effectiveness.

✓ Understand how AI is used to predict consumer behavior and personalize experiences.
✓ Learn how to use data analytics tools for actionable consumer insights.
✓ Explore predictive marketing strategies that enhance campaign effectiveness.

Learning: Learn the role of AI in consumer behavior prediction and personalized marketing.

Explore: Explore tools and methods for data-driven marketing strategies.

Implement: Apply predictive analytics to optimize marketing campaigns and enhance targeting.

4 Different Methods of Learning

1-on-1 Business Coaching

Dedicated coaching sessions to identify personal blind spots, navigate complex decisions, and build clarity in both leadership and execution.

Geographic Business Expansion

Special sessions and tools to assess market opportunities and prepare strategic blueprints for regional, national, or global business expansion.

Family Business Lab

A guided lab format where family members collaboratively build systems, resolve conflicts, and design structures to run the business professionally.

Expand Your Network

Curated access to peer leaders, industry experts, and second-generation entrepreneurs through structured networking circles and forums.

Brand Simulation Labs

Real-World Brand Building Experience

Simulate brand campaigns that combine psychological theory and marketing strategy. Explore how design, emotion, and sensory experiences influence brand loyalty and positioning.

Apply Now

Problem-Solving Sessions

Address your most pressing challenges with a structured approach and actionable insights.

Leadership Development

Enhance your leadership capabilities through personalized strategies and guidance.

Strategic Decision Making

Learn to make informed decisions that accelerate business success and minimize risk.

Business Growth Roadmap

Create a customized roadmap for scaling your family business efficiently and effectively.

🧠 Observe. Analyze. Adapt.

Behavioral Testing & Insight Labs

Dive into controlled experiments and research tasks to decode real-world consumer behavior. Apply findings to improve persuasion, design, and communication strategies.

Apply Now

A/B Testing

Run experiments on persuasive headlines, pricing formats, and CTA designs to analyze behavior patterns.

Bias Triggers

Conduct tests to evaluate how scarcity, urgency, and social proof influence buyer decisions.

Segmentation Maps

Map consumer behavior into psychological segments and design targeted engagement strategies.

Insight Research

Collect real consumer data via surveys and interviews to understand decision-making at a deeper level.

Connect & Collaborate

Grow Through Local Ecosystem Events and Entrepreneur Circles

We foster an ecosystem that connects family business owners, peers, and experts through curated meetups, collaboration circles, and themed networking events.

Apply Now

Peer Circles & Roleplays

Build practical knowledge through simulated business scenarios, feedback rounds, and idea pitching.

Family Business Meetups

Attend local events where participants share insights, progress, challenges, and market ideas.

Partner Collaborations

Explore real partnerships within the cohort or alumni community for joint ventures or shared resources

Festive & Community Promotions

Plan market activations aligned with Tamil Nadu festivals and community events to build local relevance.

Compete to Innovate

Competitive Business & Psychology Events

Participate in fast-paced innovation labs and pitch events where creativity meets applied behavioral science. Collaborate, compete, and showcase real marketing strategies to industry leaders.

Apply Now

Marketing Hackathons

Solve marketing problems using persuasion techniques and behavioral insights in a high-pressure environment.

Pricing Games

Experiment with price anchoring, decoys, and urgency in controlled simulations.

Industry Events

Attend bootcamps, workshops, and summits to refine real-world marketing thinking.

Pitch Day

Present campaigns and business models built on psychological insights to mentors and investors.

Undergraduate Programme in Business Psychology

Applied Business & Consumer Psychology

#1 Why Choose Business Psychology?

Deep Consumer Insight

Marketing Meets Mind Science

Real-World Strategy Labs

AI & Digital Business Psychology

Career-Focused Projects

Mentorship from Experts

Who is this program for?

Marketing Aspirants

Psychology Enthusiasts

Aspiring Brand Strategists

Startup-Minded Individuals

Our leadership team

Meet the amazing team behind YC

Start Building Psychology-Backed Campaigns Today

Future Ready Entrepreneurial Curriculum

In-Class Learning

Out-Class Activities

In-Class Learning

Out-Class Activities

In-Class Learning

Out-Class Activities

In-Class Learning

Out-Class Activities

In-Class Learning

Out-Class Activities

In-Class Learning

Out-Class Activities

Final Deliverables and certifications

Ready to Transform Your Future?

Phase 1: Pre-Admission Engagement & Orientation

Mandatory Event Participation

Accept Code of Conduct

Understand Culture & Values

Onboarding Confirmation

Formal Admission Process

Application Form & Fee

Idea Pitching Process

Admission Outcome & Fee

Final Admission Letter & Programme Kit

4 Year Fee Structure

Learning Outcomes

Consumer Decision-Making

Gain in-depth knowledge of how consumers make decisions, influenced by psychological factors, and learn how to apply this understanding to shape marketing strategies.

Learning: Dive into decision-making theories and how they influence consumer behavior.

Explore: Investigate real-world case studies of marketing decisions based on consumer psychology.

Implement: Develop strategies that incorporate consumer decision-making processes to drive sales.

Behavioral Economics & Persuasion

Learn the principles of behavioral economics and persuasion to create marketing strategies that engage, persuade, and convert consumers effectively.

Learning: Learn the core concepts of behavioral economics and how they shape consumer behavior.

Explore: Analyze campaigns that use persuasive techniques and behavioral triggers.

Implement: Create marketing strategies that leverage persuasion to drive consumer actions.

Digital Marketing & Engagement

Explore the psychology behind digital marketing and how to use various platforms to create engaging campaigns that resonate with target audiences.

Learning: Learn how consumer psychology drives online engagement and content sharing.

Explore: Study the role of influencers and their impact on consumer behavior.

Implement: Design digital campaigns that resonate with your target audience using psychological insights.

Growth Mindset

Dive into growth hacking strategies and behavioral marketing techniques to rapidly scale businesses and build long-term customer loyalty.

Learning: Learn the psychological principles behind successful growth hacking.

Explore: Analyze real-world examples of viral marketing and habit-forming products.

Implement: Develop growth strategies that incorporate behavioral marketing principles.

CX & Loyalty

Understand how to create exceptional customer experiences that foster brand loyalty, increase retention, and drive repeat purchases.

Learning: Learn the fundamentals of customer experience management and retention.

Explore: Analyze successful case studies of emotional branding and customer loyalty.

Implement: Create customer experience strategies that promote loyalty and retention.

AI & Analytics

Leverage AI and data analytics to predict consumer behavior, personalize marketing efforts, and optimize campaigns for maximum effectiveness.

Learning: Learn the role of AI in consumer behavior prediction and personalized marketing.

Explore: Explore tools and methods for data-driven marketing strategies.

Implement: Apply predictive analytics to optimize marketing campaigns and enhance targeting.

4 Different Methods of Learning

1-on-1 Business Coaching

Geographic Business Expansion

Family Business Lab

Expand Your Network

Real-World Brand Building Experience