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Bachelor’s Degree Program in Business Administration with a Specialization in Behavioral Design

Bild Stefan Schuppisser

“To effect sustainable change, companies aim to create customer enthusiasm at all their physical and digital points of contact. With this specialization, you can acquire the relevant specialist knowledge of psychology, behavioral economics, and business administration as well as the skillset to manage methodological service design.”

Dr. Stefan Schuppisser, Program Director

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.

At a Glance

Title: Bachelor of Science (BSc) ZHAW in Business Administration with a Specialization in Behavioral Design
Academic Achievement: 180 ECTS credits (one ECTS corresponds to approx. 30 hours of study time)
Study Format: Full-time course of study
Duration: 6 semesters (full-time)
Start of Program: Mid-September (calendar week 38)
Location: Winterthur
Language of Instruction: German; some modules are taught in English
Semester Fee: CHF 720.- (subject to change)
Application Deadline: 30 June 2024 - apply now

What You Will Learn

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.

Career Prospects

This specialized BSc degree will qualify you for jobs in the following areas and sectors:

Job Roles


Program Structure and Admission Requirements

Scientific and Practical

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

What You Need to Qualify

Further details

BSc Brochure (in German)

Question Mark Graphic

Are you interested in our Bachelor’s program in Business Administration and still have questions? Here you will find the answers to frequently asked questions (FAQs).