This course will provide an introduction to the contemporary approaches and their application to the marketing mix and design processes. The course literature will cover different topics of consumer decision-making, attention, emotion, motivation, habit formation, and senses providing a better understanding of the underlying conscious and unconscious processes that ultimately drive the consumer choices. Relevant theories will be analysed in reflection to different marketing cases. Furthermore, neural, physiological, and behavioural measurement methods such as eye-tracking, electroencephalography, fMRI, and other, will be introduced and discussed in regard to their application to solve different marketing challenges. This understanding will provide a deeper insight on how brand, product design, advertising, and in-store information is processed in consumer brain and how this knowledge can be used to inform marketing strategy.