Upon successful completion of the course, students will be able to: explain factors influencing consumer purchase decisions, with a focus on cultural and value-based elements, and their implications for marketing strategies; develop a comprehensive grasp of customer experience, market segmentation, and their roles in shaping marketing effectiveness; master the design and execution of marketing research projects, differentiating between primary and secondary data sources, and utilizing both quantitative and qualitative methodologies; analyze ethical considerations in consumer data collection and apply marketing research findings to real-world case studies; and gain proficiency in advanced data analysis techniques, including statistical methods and modern digital platforms, and effectively communicate research findings through formal reports and presentations.