Bachelor of Business Administration – Concentration in Behavioral Economics

Understand the psychology behind business decision-making with this degree program

The European Bachelor’s Program in Business Administration
is currently under reaccreditation and cannot accept new applications
until the reaccreditation process has been completed.

For more information contact our Admissions team at

Behavioral Economics is a field of study that draws from Economics and Psychology to explain how and why people behave in the real world. Behavioral Economics analyzes how humans make decisions, the psychology behind decision-making, and how this affects consumer behavior and consumption. This can be distinguished from traditional economics, where people are treated as purely rational actors who have perfect self-control and laser-like focus on their long-term goals. Conversely, Behavioral Economics examines the instincts, biases, emotions and cognitive heuristics which contribute to the decisions that people actually make, rather than the decisions that classical economics predict. Students who study a Bachelor of Business Administration with a concentration in Behavioral Economics at the University of New York in Prague will learn to use techniques and information from the field of psychology to consider people as actors who are subject to impulsivity and emotion, influenced by their respective circumstances and backgrounds.

Behavioral Economics examines the instincts, biases, emotions and cognitive heuristics which contribute to the decisions that people actually make.

Studying Behavioral Economics will give students skills and background knowledge that they can adapt to future careers in a diverse range of fields. Corporations, NGOs and governments increasingly use behavioral economics to shape their policies, and the theories have been applied to business, law enforcement, politics, and socio-cultural dynamics. Behavioral economists can be found working as government consultants nudging citizens to make better choices, as corporate strategists plotting out better ways to negotiate, or in finance designing better portfolios. If humans do it, behavioral economists can improve it.

There are two paths for students studying a Behavioral Economics concentration within a Business Administration degree. The first path would be for students that want to enroll in the 3-year European program leading to a bachelor’s degree (bakalář, Bc.) awarded by UNYP and accredited by the American International Accreditation Council for Business Education (IACBE), and the National Accreditation Bureau for Higher Education (NAÚ). Alternatively, students that want an American degree as well as the UNYP degree must be enrolled in the State University of New York, Empire State University and UNYP Dual degree program. In either path, to obtain the concentration in Behavioral Economics, students must obtain 12 credits (24 ECTS credits) in courses from the list of the concentration subjects; select a topic for the bachelor thesis in a topic related to the concentration focus; and succeed in the Czech State Exam and earning the UNYP bachelor’s degree. The name of the concentration will appear in the UNYP Diploma Supplement along with the specification of the Major.

UNYP Alumni

Michaela Milkovičová

Global Foods Strategy, Innovation and Operations Manager, Unilever
"My classes were taught in small groups, my professors had a business background, and I had classmates from all over the world. I felt very humbled and honored to study at this prestigious university, so I tried to get the most out of the classes. "
  • Behavioral Economics
  • ​General Psychology
  • Personnel and Work Psychology
  • Social Psychology
  • Evolutionary Psychology
  • Introduction to Neuroscience
  • Marketing Specialist
  • Incentive Designer
  • Policy Maker
  • Product Manager
  • Economist

Do you have a question? Are you ready to apply?

Our admissions team is ready to answer your questions or help you with your application! Our team can also arrange a campus visit to meet our students and professors or sit in on a class.  If you would like to try the UNYP experience you can even be a UNYP student for a day.

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University of New York in Prague
Londýnská 41, 120 00 Praha

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