Master programmes can also be viewed as theories of action that inform actors of the strategies they should use to achieve their intended consequences. Theories of action are governed by a set of values that provide the framework for the action strategies chosen. Thus, human beings are designing beings. They create, store, and retrieve designs that advise them how to act if they are to achieve their intentions and act consistently with their governing values. These designs, or theories of action, are the key to understand ing human action.