The course addressed a fundamental question, which most marketing programmes leave untended: How do markets change? This question is crucial to see markets as dynamic and socially constructed systems, where a variety of agents interacts in their continuous making.
Answering this question allows marketers to understand what becomes valuable and virtuous, as well as what becomes worthless and immoral. It also illuminates on the mechanisms making certain customer positions and experiences more widespread than others. Last, inspection of market system dynamics unveils paradoxical effects, such as harmful effects of the most passionate consumers to a market or instead market success and stability deriving from its most critical observers.