This module is designed to enhance students’ comprehension of the theoretical and practical aspects that shape the consumer’s behaviour, both individuals and organizations. Studying the decision-making processes of consumers, identifying their motivations, and understanding how various contexts and behaviours impact consumption, the student will gain the ability to strategically utilize this knowledge in creating customer value. Additionally, they will learn how to effectively analyse and question existing marketing strategies and consumer communication approaches. Students will also learn to assess how consumer research is conducted and enhance their intellectual and analytical skills in interpreting societal and cultural trends, in parallel with psychological consumer behaviours, to better inform marketing strategies.