In general, the purpose of the course is to help students develop a good grasp of the variables that affect consumption and the implications of this knowledge for actual business decisions. Among the more specific goals, the course should improve the student's ability to: 1. Exploring the concepts of experiential consumption, experiential shopping and experiential marketing 2. Understand the sociological and psychological influences on consumer experience 3. Examining the role of consumer perception, motivation and self-concept in experiential marketing 4. Appreciate a variety of marketing techniques for reshaping consumer experiential consumption and shopping journey 5. Identify emerging trends and frontiers in contemporary marketing practice and new retailing 6. Apply knowledge of consumer behavior to marketing practices through analyzing successful or unsuccessful real world cases 7. Developing skills in identifying problems, wring research paper and oral presentations