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An essential component of marketing is consumer insight. Insight into the needs and wants, preferences, and consumer choice behaviour is what gives a marketing manager an edge in the consumer centric market. This understanding underlies key marketing functions such as innovation and design, communications and advertising, and strategic positioning. Recent advances in psychological science, ethnography, and behavioural economics provide fascinating insights and offer distinct guidance to managers. This course gives an overview of factors responsible for consumer decision making and those that influence choice behaviour. It offers guidance into “levers” or actions a manager can take to influence purchase behavior, often in surprising and unexpected ways. The course integrates with complementary Master of Marketing courses, in particular the core courses MARK6100, MARK6102, MARK6103; and key electives MARK6107 and MARK6114.