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課程名稱 |
消費者行為
Consumer Behavior |
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開課學期 |
102-2 |
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授課對象 |
管理學院 國際企業學研究所 |
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授課教師 |
謝明慧 |
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課號 |
IB5004 |
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課程識別碼 |
724 U0080 |
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班次 |
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學分 |
3 |
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全/半年 |
半年 |
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必/選修 |
選修 |
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上課時間 |
星期五2,3,4(9:10~12:10) |
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上課地點 |
管一101 |
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備註 |
先修科目:行銷管理。
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：70人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1022IB5004_ |
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課程簡介影片 |
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核心能力關聯 |
本課程尚未建立核心能力關連 |
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課程大綱
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為確保您我的權利,請尊重智慧財產權及不得非法影印
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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. |
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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.
Two 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 through ceiba.
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課程要求 |
The grade will be based on two exams (20% *2), one titanic individual term paper of which is composed of a series of assignments (30%), and reports of weekly group exercise (20%).
A. Midterm and Final exam: 40%
The exams will be designed to measure how well the students have absorbed the lecture material and assignments/exercises. Midterm and Final will mainly consist of multiple choice questions and short assays.
B. Term Paper: 30%
Every one of you is required to hand in a term paper based on the assignments of each week. By week 3, each student should choose a brand as the research target. Student should constantly observe and research the development of the brand under investigation. Late paper will NOT be accepted.
C. Group Discussion: 20%
Students are expected to work in groups of EIGHT for discussing issues/questions prior to attending to the class. Working as a group, students should collect data and offer insights in response to the questions assigned. The lecturer will evaluate groups’ performance based on the quality of content of the submitted discussion outline (1-2 pages per week). Each group should prepare 1 slide and ready to be called to present their findings.
D. Class Participation: 10%
Throughout the semester, students will be evaluated based on (1) attendance in case discussion; (2) preparation for case studies/papers; and (3) contributions to the discussions.
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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 |
Core textbook
Solomon, Michael R., Consumer Behavior: Buying, Having, and Being, 10th edition, 2013, Prentice Hall,
New Jersey.
Reference
謝明慧 消費者行為 – 走在消費現場，前程出版社。
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評量方式
(僅供參考) |
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週次 |
日期 |
單元主題 |
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第1週 |
2/21 |
Introduction: reviewing the syllabus |
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第2週 |
2/28 |
Break |
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第3週 |
3/07 |
Lecture: Consumer in the Marketplace (Chapter 1) |
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第4週 |
3/14 |
Lecture: Perception (Chapter 2) |
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第5週 |
3/21 |
Lecture: Learning and Memory (Chapter 3)
& Panel discussion: Group exercise #1
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第6週 |
3/28 |
Lecture: Motivation and Values (Chapter 4)
& Panel discussion: Group exercise #2
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第7週 |
4/04 |
Break |
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第8週 |
4/11 |
Lecture: The Self (Chapter 5) & Panel discussion: Group exercise #3 |
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第9週 |
4/18 |
Lecture: Personality and Lifestyles (Chapter 6) & Panel discussion: Group exercise #4 |
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第10週 |
4/25 |
Lecture: Attitudes_1 (Chapter 7) & Panel discussion: Group exercise #5 |
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第11週 |
5/02 |
Lecture: Attitudes_2 (Chapter 7) & Panel discussion: Group exercise #6 |
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第12週 |
5/09 |
Lecture: Individual Decision Making (Chapter 8) and Buying and Disposing (Chapter 9) & Panel discussion: Group exercise #7
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第13週 |
5/16 |
Lecture: Organization and Household Decision Making (Chapter 10) & Panel discussion: Group exercise #8 |
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第14週 |
5/23 |
Mid-term exam |
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第15週 |
5/30 |
Lecture: Groups and Social Media (Chapter 11) & Panel discussion: Group exercise #9 |
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第16週 |
6/06 |
Lecture: Social Class and life style (Chapter 12) & Panel discussion: Group exercise #10 |
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第17週 |
6/13 |
Lecture: Cultural influences on Consumer Behavior (Chapter 14) & Panel discussion: Group exercise #11 |
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第18週 |
6/20 |
Lecture: The Creation and Diffusion of Culture (Chapter 14_2) & Final exam & Panel Discussion: Group exercise #12 |
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