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.