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課程資訊

課程名稱	消費者行為 Consumer Behavior
開課學期	100-2
授課對象	管理學院國際企業學系
授課教師	謝明慧
課號	IB5004
課程識別碼	724 U0080
班次
學分	3
全/半年	半年
必/選修	選修
上課時間	星期五2,3,4(9:10~12:10)
上課地點	管一103
備註	先修科目：行銷管理。限本系所學生(含輔系、雙修生) 且限學士班二年級以上總人數上限：70人
Ceiba 課程網頁	http://ceiba.ntu.edu.tw/1002IB5004
課程簡介影片
核心能力關聯	本課程尚未建立核心能力關連
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課程概述	CONSUMER BEHAVIOR IS MORE THAN BUYING THINGS, IT ALSO EMBRACES THE STUDY OF HOW HAVING THINGS AFFECTS OUR LIVES AND HOW OUR POSSESSIONS INFLUENCE THE WAY WE FEEL ABOUT OURSELVES AND ABOUT EACH OTHER — OUR STATE OF BEING (SOLOMON 2003). THIS COURSE IS DESIGNED TO HELP THE STUDENTS LEARN THE BASIC CONCEPTS OF MODERN CONSUMER RESEARCH IN A MANAGERIAL ORIENTATION WAY. IT FOCUSES ON THE MAJOR DECISIONS THAT MARKETING MANAGERS FACED IN THEIR EFFORTS TO UNDERSTAND CONSUMER BEHAVIOR. IT COVERS THE FOUR PARTS RELATED TO CONSUMER BEHAVIOR INCLUDING CONSUMER AS INDIVIDUALS, CONSUMERS AS DECISION MAKERS, CONSUMERS AND SUBCULTURES, AND CONSUMER AND CULTURE.
課程目標	THE OBJECTIVE OF THIS COURSE IS TO EXPOSE YOU TO THE CONSUMER BEHAVIOR DISCIPLINE FROM A CONCEPTUAL, ANALYTICAL AND PRAGMATIC PERSPECTIVE. AS SUCH, THE COURSE WILL BE CONDUCTED USING A COMBINATION OF COURSE LECTURES AND IN-CLASS DISCUSSIONS OVER ASSIGNMENTS/EXERCISES. WHILE THE LECTURER INTRODUCES MARKETING DISCIPLINES AND ITS LATEST DEVELOPMENT, THE ASSIGNMENTS/EXERCISES OFFER ALL PARTICIPANTS AN OPPORTUNITY TO DEMONSTRATE THEIR ABILITIES IN CAPITALIZING ON WHAT HAS BEEN LEARNED FROM THIS COURSE. THREE THEMES IN EVERY LECTURE (WEEK) WILL BE (1) TO INTRODUCE THE STUDENTS WITH THE BASIC CONCEPTS AND IDEAS FROM THE TEXTBOOK, AND (2) TO STUDY THE ADVERTISING STRATEGIES AND RELEVANT ISSUES IN REAL CASES. ALL STUDENTS ARE ENCOURAGED TO CONTRIBUTE TO THE DISCUSSIONS SUCH THAT EVERYONE CAN PARTICIPATE THE DISCUSSION AND BENEFIT FROM THE POOL OF VALUABLE, PERSONAL RESOURCES. TO STIMULATE MAXIMUM RESPONSES FROM THE AUDIENCE, ALL STUDENTS MUST COMPLETE THE ASSIGNMENT BY THE DATE NOTED ON THE CLASS SCHEDULE. THE LECTURE NOTE AS WELL AS OTHER SUPPLEMENT MATERIALS WILL BE UPLOADED TO THE WEBSITE A WEEK BEFORE THE CLASS. STUDENTS ARE ABLE TO ACCESS TO THOSE MATERIALS BY LOGGING INTO FTP://FTP.IB.NTU.EDU.TW (ID:CB972 PW:279BC)
課程要求	THE GRADE WILL BE BASED ON TWO EXAMS (25% *2), ONE TITANIC TERM PAPER OF WHICH IS COMPOSED OF A SERIES OF ASSIGNMENTS (30%) AND GROUP DISCUSSION (20%).
預期每週課後學習時數
Office Hours
指定閱讀
參考書目	SOLOMON, MICHAEL R. (2007), CONSUMER BEHAVIOR: BUYING, HAVING, AND BEING, 7TH EDITION, PRENTICE HALL, NEW JERSEY. (華泰書局)
評量方式 (僅供參考)

課程進度

週次	日期	單元主題
第2週	3/02	第一章
第3週	3/09	第二章
第4週	3/16	第三章
第5週	3/23	第四章
第6週	3/30	第五章
第8週	4/13	第六章
第9週	4/20	第七章
第11週	5/04	第八章+第九章
第12週	5/11	第十章
第13週	5/18	第十一章
第14週	5/25	第十二章與第十五章
第15週	6/01	第十六章