This course aims to outline the importance of understanding consumers’ behavior in order to develop appropriate managerial strategies. Specific information about how consumers choose, buy, and dispose the products or services, help organizations to properly define its core market and to identify threats and opportunities for their
products and services. It is therefore of major importance to adequately analyze potential consumers, identifying its needs and wishes in order to properly offer customized solutions and to be able to successfully innovate. To understand consumers and why they make the choices they do is fundamental to investigate a broad range of human responses, including affective (feelings), cognitive (thoughts), and behavioral (actions) responses. 

In the present course, we will try to cover some of the most significant offline and online data sources that may help managers to engage in valuable and well-grounded decision-making practices.