課程介紹
消費者行為是行銷活動的核心部份，是一門結合行銷學、心理學、社會學與經濟學等不同領域的學科。一個成功的行銷人，不僅市場區隔應以消費者的行為差異為基礎，一切行銷組合設計亦應由消費者的角度思考。本課程提供學生基本消費者行為的理論基礎訓練。
教科書:
Solomon, M. R. (2015), Consumer behavior: Buying, having, and being. Global Edition 11th ed. Pearson Education Limited, 華泰文化代理 (ISBN: 9781292017419)
教學進度:
|
授課日期 |
單元主題 |
授課日期 |
單元主題 |
||
|
1 |
9/14 |
Introduction to Consumer Behavior |
10 |
11/16 |
Field Trip |
|
2 |
9/21 |
Decision Making |
11 |
11/23 |
Attitudes and Persuasion |
|
3 |
9/28 |
Cultural Influences |
12 |
11/30 |
Situational Effects |
|
4 |
10/05 |
Consumer and Social Well-being |
13 |
12/07 |
Consumer Identity |
|
5 |
10/12 |
Perception |
14 |
12/14 |
Word-of-mouth and Social Media |
|
6 |
10/19 |
Learning and Memory |
15 |
12/21 |
Field Trip |
|
7 |
10/26 |
Learning Academic Writing (渥頓) |
16 |
12/28 |
Marketing and Consumer Behavior Cases |
|
8 |
11/02 |
Marketing Lab (渥頓) |
17 |
1/04 |
Students’ Presentation |
|
9 |
11/09 |
The Self |
18 |
1/11 |
Students’ Presentation |
本課程不開放報名
