This module introduces you to the foundations of consumer behavior and how digital technologies have transformed the way people discover, evaluate, and purchase products and services. You will explore the consumer decision-making process, digital touchpoints, and the factors that influence online purchasing behavior. The module explains how businesses use consumer insights to better understand customer needs, preferences, and expectations while introducing essential concepts such as digital customer journeys, buying motivations, consumer trends, and online engagement. You’ll also learn how successful organizations analyze consumer behavior to create personalized customer experiences and data-driven marketing strategies. By the end of this module, you’ll have a strong understanding of consumer behavior principles in digital environments and be prepared to explore the psychological factors that influence online decision-making throughout the course.