This course aims to outline the importance of understanding consumers’ behavior in order to develop appropriate marketing strategies. Specific information about how consumers choose, buy, and dispose of the products or services, helps organizations to properly define their core market and to identify threats and opportunities for their products and brands. It is therefore of major importance to adequately analyze potential consumers, identifying their needs and wishes in order to properly offer customized solutions and be able to successfully innovate.

Prerequisites: Yes (see syllabus)