課程名稱 |
消費者行為 Consumer Behavior |
開課學期 |
108-2 |
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 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期一2,3,4(9:10~12:10) |
上課地點 |
管一104 |
備註 |
限學士班三年級以上 且 限本系所學生(含輔系、雙修生) 總人數上限:60人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1082BA3007_ |
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 |
待補 |
預期每週課後學習時數 |
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Office Hours |
另約時間 |
指定閱讀 |
Solomon, Michael R. (2020), Consumer Behavior: Buying, Having, and Being, 13th Ed. (華泰代理) |
參考書目 |
待補 |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm Exam |
30% |
|
2. |
Final Exam |
30% |
|
3. |
Group Project |
20% |
|
4. |
Individual Assignments and Class participation |
20% |
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週次 |
日期 |
單元主題 |
第1週 |
3/2 |
Introduction
Motivation I
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第2週 |
3/9 |
Motivation II
Perception I
|
第3週 |
3/16 |
Perception II |
第4週 |
3/23 |
Learning and Memory |
第5週 |
3/30 |
Personality, Self-Concept, and Lifestyle |
第6週 |
4/6 |
Attitude Formation and Change |
第7週 |
4/13 |
Persuading Consumer |
第8週 |
4/20 |
Midterm Exam |
第9週 |
4/27 |
Individual Decision Making I |
第10週 |
5/4 |
Individual Decision Making II |
第11週 |
5/11 |
Situational Influence and Post-Purchase Behavior |
第12週 |
5/18 |
Group Influence and Social Media |
第13週 |
5/25 |
Family, Income, and Social Class |
第14週 |
6/1 |
Age and Sex Role |
第15週 |
6/8 |
Culture and Diffusion of Innovation |
第16週 |
6/15 |
Final Exam |
第17週 |
6/22 |
彈性補充教學 |
第18週 |
6/29 |
彈性補充教學 |
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