課程名稱 |
消費者行為 Consumer Behavior |
開課學期 |
106-2 |
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 |
星期二2,3,4(9:10~12:10) |
上課地點 |
管二102 |
備註 |
本課程中文授課,使用英文教科書。限本系學生;本課有先修科目規定:行銷管理 總人數上限:80人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1062BA3007_ |
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 |
待補 |
參考書目 |
Schiffman, Leon G. and Joseph L. Wisenblit (2015), Consumer Behavior, 11th Ed. (雙葉
代理) |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm Exam |
30% |
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2. |
Final Exam |
30% |
|
3. |
Group Project |
20% |
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4. |
Individual Assignments and Class participation |
20% |
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週次 |
日期 |
單元主題 |
第1週 |
2/27 |
Introduction
Text:Ch1 |
第2週 |
3/06 |
Motivation and Values
Text: Ch3 |
第3週 |
3/13 |
Perception
Text:Ch4 |
第4週 |
3/20 |
Learning and Memory
Text:Ch5 |
第5週 |
3/27 |
Personality and Lifestyle
Text:Ch3 |
第6週 |
4/03 |
NO CLASS (spring break) |
第7週 |
4/10 |
Attitude Formation and Change
Text:Ch6 |
第8週 |
4/17 |
Persuading Consumer
Text:Ch7 |
第9週 |
4/24 |
Midterm Exam |
第10週 |
5/01 |
Individual Decision Making
Text:Ch14 |
第11週 |
5/08 |
Situational Influence and Post-Purchase Behavior
Text:handout |
第12週 |
5/15 |
Reference Groups and Word-of-Mouth
Text:Ch9 |
第13週 |
5/22 |
Household and Social Class
Text:Ch10 |
第14週 |
5/29 |
Age and Sex Role
Text:Ch12 |
第15週 |
6/05 |
Culture Influence
Text:Ch11 |
第16週 |
6/12 |
Innovations
Text:Ch9 & Ch14 |
第17週 |
6/19 |
Group Project Presentations |
第18週 |
6/26 |
Final Exam |
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