Rationale An essential component of marketing –and specifically for the Tourism and Hospitality Industry - is consumer insight – both the obvious needs and wants that are on the surface of conscious thought, but also the deeper, possibly unconscious motives that drive human behavior at an implicit level.Purpose of the CourseThe course covers the major topics of consumer behavior, including attitudes, impulsive vs. deliberative purchase, psychographic profiling and assessment, brand loyalty, customer’s pain points, experiential marketing, self and identity, and product satisfaction