This course examines how digital transformation, artificial intelligence, and emerging neuroscience insights are reshaping consumer behavior and competitive strategy. Students analyze how firms leverage behavioral data, AI-driven personalization, and cognitive science to influence attention, motivation, decision-making, and customer loyalty. Through case-based discussions, strategic memos, and an applied final project, learners develop actionable consumer insight strategies while critically evaluating ethical and regulatory implications in modern digital markets. Prerequisite: GM562