Detailed introduction to the entire marketing process, identifying a customer base and the range of marketing decisions that an organization must make in order to create value that appeals to consumers. 

The course departs from theories of consumer behaviour and marketing communications, such as what drives needs and wants; how consumer preferences and habits are formed; how culture, mass media and social media are affecting consumer’s values; thoughts, emotions and behaviour. These theories are discussed and analysed in a critical perspective where the students will reflect and discuss the dilemmas connected to influencing and changing consumer habits.