A thorough and nuanced understanding of the consumer is the heart of marketing. This course will explore the variables that affect the different ways in which consumers perceive, select and buy products. Moreover, this course will also consider how this information can help shape a company’s marketing strategy to best reach its target audience in the most effective and efficient way. Topics would include but aren’t limited to, consumer decision-making process, research methodology for consumer research, and cognitive psychology, with a special focus on cognitive biases.