課程名稱 |
消費者行為 CONSUMER BEHAVIOR |
開課學期 |
97-2 |
授課對象 |
管理學院 工商管理學系 |
授課教師 |
練乃華 |
課號 |
BA3007 |
課程識別碼 |
701 31600 |
班次 |
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學分 |
3 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期二6,7,8(13:20~16:20) |
上課地點 |
管二301 |
備註 |
本課程中文授課,使用英文教科書。創意創業學程學生發放授權碼且限5人。 限本系所學生(含輔系、雙修生) 總人數上限:80人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/972cb_ba |
課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
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課程概述 |
Marketing begins and ends with the consumer, from identifying consumers’ wants and needs to delivering customer satisfaction. Accordingly, we will cover a number of topics and areas that are essential for those seeking to understand and influence consumer behavior. Although theoretical concepts play an important role in this course, the dominant focus of material covered in class will be on its pragmatic implications for marketing practice, and, in particular, the formulation and implementation of marketing strategy. |
課程目標 |
The primary objective of the course is to provide students with a set of approaches, frameworks, and concepts useful to consider in marketing decision making. This knowledge should help students understand what tactics have an impact on consumers, thereby enhancing one’s ability for making more insightful business decisions. |
課程要求 |
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預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
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參考書目 |
TEXT:Schiffman, Leon G. and Leslie Lazar Kanuk (2007), Consumer Behavior, 9th
Ed. (雙葉代理)
Recommended: Underhill, Paco (2000), Why We Buy: The Science of Shopping,
Simon &Schuster (available from http://www.books.com.tw). 中譯:花錢有理:新時
代消費行為大預測,時報出版。
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評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm Exam |
25% |
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2. |
Final Exam |
25% |
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3. |
Group Mini Project (GMP) |
10% |
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4. |
Group Final Project (GFP) |
15% |
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5. |
Individual Assignments |
15% |
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6. |
Class participation |
10% |
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週次 |
日期 |
單元主題 |
第1週 |
2/17 |
Introduction Ch. 1 |
第2週 |
2/24 |
Consumer Research Ch. 2 |
第3週 |
3/03 |
Motivation Ch. 4 |
第4週 |
3/10 |
Personality Ch. 5 |
第5週 |
3/17 |
Perception Ch. 6 |
第6週 |
3/24 |
Learning Ch. 7 |
第7週 |
3/31 |
Attitude Formation and Change Ch. 8 |
第8週 |
4/07 |
Midterm Exam |
第9週 |
4/14 |
Individual Decision Making I Ch. 16 |
第10週 |
4/21 |
Individual Decision Making II Ch. 16 |
第11週 |
4/28 |
Reference Groups and Family Ch. 10 |
第12週 |
5/05 |
Opinion Leadership Ch. 15 |
第13週 |
5/12 |
Diffusion of Innovations Ch. 15 |
第14週 |
5/19 |
Culture Influence Ch. 12 |
第15週 |
5/26 |
Age, Sex, and Social Class Ch. 11 & 13 |
第16週 |
6/02 |
Final Project Presentations |
第17週 |
6/09 |
Final Project Presentations |
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