1) To build a strong knowledge (on the main features and characteristics) of today's consumer journey and consumer decision processes;

2) To examine psychological, social and cultural processes and outline their role in the dynamics of consumer journey;

3) To highlight (and to explain) consumer engagement as a main driving force of the consumer brand relationship;

4) To gain firsthand knowledge on the power of experience and consumer experience on shaping the consumer journey;

5) To identify (and to examine) ways and strategies for. the activation of consumer experience and brands;

6) To Identify some of the main influence targets for consumer experience and brand ativation and apply the experiences to different contexts;

7) To analyze consumer behavior emerging trends.