„Marketing Communications: Consumer`s Perspective“


Course Purpose

This course is intended for corporate marketing heads and managers, strategic planners, project directors and project managers of marketing communication agencies, advertising sales managers at media companies, and public relations professionals at public sector organisations.

Course Content

The course has been created as a response to two problem types observed in the current marketing communication field in Lithuania. Firstly, current marketing communication practices focus too much on the characteristics of message content and channel planning but pay too little attention to consumer behaviour, in particular, in terms of information processing. Secondly, these practices lack systemic approach to the application of the latest scientific discoveries both when searching for strategic communication insights and when selecting measures. Moreover, they lack criteria for the assessment of their validity and efficiency; thus, price or subjective assessment become the criteria in many cases.

The course program is broadly interdisciplinary and integrates relevant achievements of marketing, cognitive and social psychology, neurosciences, behavioural economics, sociology, semiotics, communication and media studies in the global context. Course structure represents the view that a consumer is the central figure of modern marketing communication and a comprehensive and profound understanding of consumer behaviour, information processing and decision making is a prerequisite for successful marketing communication. The approach to consumer behaviour has been significantly changing during the last decade. Rationality of consumer decisions has been reasonably questioned giving much more importance to affective behavioural factors. This also encourages a change in attitudes to how marketing communication works and what is the consumers` response to it.

Acquired Competences and Skills

By completing the course, its participants will gain systemic knowledge and practical marketing communication management and planning skills required to achieve its main goal, i.e. consumers’ response. It is this response and the aim to find means to encourage it that are the axis of this whole course.

Form of Implementation

During the classes, theoretical knowledge will be illustrated by analysing real-life examples of marketing communication implemented in Lithuania. At the same time, trainees will learn how to apply them in practice when creating new marketing communication strategies and selecting specific measures for their implementation. We can offer this training form as a result of unique academic and practical experience of our lecturers in various stages of marketing communication management, planning and implementation.



Factors of Consumer Behaviour

1. Psychological Factors of Consumer Behaviour

Criticism of rational consumer paradigm: concept of bounded rationality. Behavioural economics. Dual-process model of cognition. Prospect theory. Consumer decision making: role of intuition, reasoning, emotional experiences, heuristics and biases.

2. Social and Cultural Factors of Consumer Behaviour

Social differentiation, Erikson-Goldthorpe-Portocarrero schema of social classes, class structure and class identification of Lithuanian population; Inglehart schema of values, values of Lithuanian population in European and World context; value segmentation models used in marketing; reference groups, their type and influence; geographic and residential differentiation in Lithuania.

3. Construction of Meaning

Structure, expression and content of meaning. Semiotic method of meaning analysis: levels and semantic effects of meaning; possible analytical cross-sections and their results. Process of meaning conveyance, its particularity in the means of mass communication.

4. Buying Decision Making Process

Individual buying decision making process: need identification, consideration, valuation, buying and post purchase experience. Psychological, cultural and social factors of behaviour: what influences consumers’ participation in the process and level of involvement, perceived risks, information reception and procession, involvement of type S1 and S2 processes and outcomes, influence of environment conditions and heuristics, importance of post purchase experience.

Marketing Communications Strategy

5. Marketing Communications Objectives and Budgets

Relation between marketing objectives and marketing communications objectives. Sales objectives vs. behavioural objectives. Budgeting methods: marginal analysis, percentage of the sales, competitive parity, SOV and SOM method, objective and task method, inertia, arbitrary allocation, affordability method.

6. Value of a Brand to the Consumer, Its Origin and Building

Objective and subjective value of a brand. Analysis of brand building techniques in reference of consumer information processing and decision making aspects.

7. How Marketing Communications Work? (Part 1)

Hierarchy-of-effects models. Attitude formation and change models when consumers have high or low motivation and ability to process marketing information (cognitive processing, affect as information and post-experience models, heuristic valuation, emotional conditioning, routinised response behaviour). Low attention marketing communication and covert attitude change.

8. How Marketing Communications Work? (Part 2)

Mere exposure effect. Concepts of brand distinction and salience. Advertising as status signal. Marketing communications in relational marketing.

9. Marketing Data and Its Use for Evaluation of Communication Performance

Data sources, reliability, level of detail, methods of data collection, analysis and presenting. Data fusion, high volume data processing and analysis. Options, features and benefits of mathematical / econometric modelling application. The most common mistakes, guidelines and examples of good practice.

Marketing Communications Planning and Implementation

10. Possibilities of Semiotics of Advertising and Application of Semiotics in Marketing

Discussion on specific cases and practical experimenting of semiotic analysis application (group work).

11. Mass Communication Channels

Characteristics of mass communication channels (TV, radio, Internet, periodical press, outdoor advertising), frequency of communication, attention, encoding and recall of information, channel noise, ad-induced irritation, advertising and brand confusion, multichannel campaigns.

12. Digital Communication

Types of digital communication: performance – search and purchase of product/service, brand/display –disseminating messages about the brand, social – building relations. Digital communication data processing: segmentation and tracking, target of one, search engines, RTB.

13. Public Relations: Separation in the Context of Marketing Communications is (In)Valid

Functions and possibilities of public relations; main approaches; strategic and tactic objectives; importance of content; channel choice; analysis of cases. Main concepts: public relations, media relations, inside and outside communication, image building, reputation management, expert communication, crisis communication.

14. Process of Marketing Communications

Management of marketing communications for best results. Stages, participants and responsibilities of marketing communications process.

15. Examples of Best Practice: Case Studies of Effective Campaigns

What can we learn from examples of good practice? What are characteristics of campaigns winning effectiveness awards. Summing-up.


Course lecturers taking into account their academic and practical experience in different stages of marketing communication management, planning and implementation. The list of lecturers is regularly updated.

Andrius_GrigorjevasAndrius Grigorjevas, a practising semiotician, head of strategic team at IDEA GROUP, works with brand strategic insights in all three Baltic countries, teaches at Vilnius University and at advertising school “The Atomic Garden Vilnius”.


Marius Kalanta, PhD of Social Sciences, sociologist. Scientific interests include psychological, social and cultural factors of consumer behaviour, as well as the models of marketing communication. He has the experience of 14 years of management and strategic planning in marketing communication sector.

Dovile Petkeviciute-BarysieneDovilė Petkevičiūtė-Barysienė, Master’s degree in Psychology, currently PhD student. Scientific interests include decision-making process, models and factors in various fields of decision-making, psychology of law. Delivers lectures for graduate and undergraduate students at Vilnius University.

Giedrė Šileikytė, strategist of marketing communications, founder of communications agency Autoriai; Graduate of Vilnius University, Norwegian Business School and ISM Executive School (MBA); gained experience in programs of Swedish Institute in Stockholm and in the Academy of Cannes Lions; is a mentor at  ISM university and Barclays RISE Vilnius, has experience of 10 years in strategic planning.

lektorius-Domantas-Gailius Domantas Gailius, sociologist, strategist and practitioner in marketing communication sector having experience of 15 years, permanent speaker at the conferences Password and Best Internet, and Delfi business sessions, member of commission at efficiency awards. Teaches lectures in media planning and digital marketing at the Atomic Garden advertising school and Vilnius University.

lektorius-tomas-bassus Tomas Bassus, Master of Exact Sciences, analyst, programmer. Practical interests include applied mathematics and econometrics, methods of computer calculation and analysis. He has 10 years of experience in the sectors of marketing communication planning and data analytics.

Course intensity, price and organisational details


15 sessions, 4 academic hours each. Total 60 academic hours.


Course price per participant € 1,500 (excluding VAT).

Where & When?

In Spring 2017 the course will be held from 23rd of February to 1st of June.
The sessions will be held on Thursdays from 5:00 PM to 8:00 PM.
Course location facilities of KOG Institute / „Inspired UM“ at Šaltinių str. 12 in Vilnius

Further information and registration

Marius Kalanta
KOG Institute for Marketing and Communications Sciences
Tel. +370 616 46369
E-mail: marius.kalanta@koginstitute.lt