Upon successful completion of the course, students will be able to: analyze the internal factors influencing consumer behavior, such as personality, perception, motivation, attitudes, and lifestyle, and their impact on buying decisions in the fashion and design industries; evaluate the external influences on consumer behavior, including culture, social groups, and economic factors, and their implications for marketing strategies in fashion and related fields; explain the stages of the consumer decision-making process and apply this understanding to develop targeted marketing strategies for fashion and design products; examine the psychological and emotional connections between consumers and fashion brands, and how these connections influence brand loyalty and purchase behavior; summarize the role of trends, innovation, and technology in shaping consumer preferences and buying habits in fashion and design markets; contrast the strategies to effectively segment target audiences and position fashion products to meet the specific needs and desires of different consumer groups; assess the impact of sustainability, ethical practices, and corporate social responsibility on consumer behavior and decision-making in the fashion and design industries; and evaluate the effectiveness of various marketing channels, including digital, social media, and traditional advertising, in influencing consumer buying decisions.