The purpose of this course is to introduce you to various theories and models relating to marketing and consumer behaviour. By drawing from theories in the field of psychology and social sciences, you will gain an understanding of consumers as individuals and as participants in their social and cultural context. With this understanding you will be able to analyse why consumers react in a certain way to marketing communication. Once you are equipped with the skills to understand and interpret consumer needs and consumption patterns, you will be able to design marketing strategies and promotional messages to best exploit consumer opportunities.