|
課程名稱 |
消費者行為
Consumer Behavior |
|
開課學期 |
101-1 |
|
授課對象 |
生物資源暨農學院 生物產業傳播暨發展學系 |
|
授課教師 |
謝銘逢 |
|
課號 |
BICD3029 |
|
課程識別碼 |
610 39910 |
|
班次 |
|
|
學分 |
3 |
|
全/半年 |
半年 |
|
必/選修 |
必帶 |
|
上課時間 |
星期三2,3,4(9:10~12:10) |
|
上課地點 |
生傳三 |
|
備註 |
本課程中文授課,使用英文教科書。
總人數上限：60人 |
|
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1011bicd_cb |
|
課程簡介影片 |
|
|
核心能力關聯 |
核心能力與課程規劃關聯圖 |
|
課程大綱
|
|
為確保您我的權利,請尊重智慧財產權及不得非法影印
|
|
課程概述 |
The course is designed for advanced undergraduate students to learn and apply the principles of consumer behavior and marketing strategies in bio-industry and leisure markets. Classes involve lectures, small group exercises and discussions. The lectures cover a wide range of consumer behavior concepts in both sociology and economics, and discuss the strategic implications of consumer behavior for leisure marketers. The aim of this course is to enhance students’ understanding of consumer behavior and marketing strategies by achieving the following objectives:
To understand the sociological concepts of consumer behavior
To learn the economics of demand and consumption analysis and marketing strategies
To apply the concepts of consumer behavior and consumer economics to leisure marketing and management
To utilize knowledge of consumer behavior and strategic decision making to analyze the real-world cases in leisure, recreation and tourism
|
|
課程目標 |
|
|
課程要求 |
|
|
預期每週課後學習時數 |
|
|
Office Hours |
另約時間 備註： 1-2pm, Wednesday or by appointment |
|
指定閱讀 |
|
|
參考書目 |
Textbooks and Resource Materials
The required textbook is:
Consumer Behavior & Marketing Strategy (9th edition, December 21, 2009) by J. Paul Peter and Jerry Olson (ISBN-13: 978-0073404769).
The following three reference textbooks are also useful but not required for the course:
Consumer Behavior: A Primer (Kindle Edition, June 4, 2012) by Gail Tom
Consumer Behavior: Building Marketing Strategy (12th edition, February 24, 2012) by Delbert Hawkins, David Mothersbaugh and Roger Best (ISBN-13: 978-0073530048).
Economics and Consumer Behavior (May 30, 1980) by Angus Deaton and John Muellbauer (ISBN-13: 978-0521296762)
There will also be other materials, such as research, magazine and newspaper articles, available on class web page.
|
|
評量方式
(僅供參考) |
|
|
週次 |
日期 |
單元主題 |
|
Week 1 |
9/12 |
1. A Perspective of Consumer Behavior |
|
Week 2 |
9/19 |
Affect and Cognition - 1
- Introduction
- Consumer' Product Knowledge and Involvement |
|
Week 3 |
9/26 |
Affect and Cognition - 2
- Attention and Comprehension
- Attitudes and Intentions |
|
Week 4 |
10/03 |
Consumer Decision Making; Introduction to Behaviors |
|
Week 5 |
10/10 |
Holiday. No Class. |
|
Week 6 |
10/17 |
Conditioning and Learning Process
Influencing Consumer Behaviors |
|
Week 7 |
10/24 |
The Environment |
|
Week 8 |
10/31 |
Exam #1 |
|
Week 9 |
11/07 |
Preference, Choice and Demand (Experiment Assignment for Monetary Value of Time and Utility) |
|
Week 10 |
11/14 |
Market Segmentation and Product Positioning |
|
Week 11 |
11/21 |
Consumer Behavior and Product Strategy |
|
Week 12 |
11/28 |
Consumer Behavior and Promotion Strategy |
|
Week 13 |
12/05 |
Consumer Behavior and Price Strategy |
|
Week 14 |
12/12 |
Consumer Behavior, Electronic Commerce, and Channel Strategy |
|
Week 15 |
12/19 |
Consumer Behavior in the Purchase of Organic Food |
|
Week 16 |
12/26 |
Consumer Behavior in Tourism |
|
Week 17 |
1/02 |
Future Consumers (Distance Learning through Videos) |
|