Introduction
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。
Textbook:
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)
Course schedule:

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

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