課程名稱 |
消費者行為研討 Seminar in Consumer Behavior |
開課學期 |
112-2 |
授課對象 |
管理學院 商學研究所 |
授課教師 |
練乃華 |
課號 |
MBA7013 |
課程識別碼 |
741 M3300 |
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 |
管一103 |
備註 |
需先修行銷管理 限管理學院學生(含輔系、雙修生) 且 限碩士班以上 總人數上限:50人 外系人數限制:10人 |
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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 |
please refer to the course syllabus. |
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 |
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評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Midterm Exam |
20% |
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2. |
Final Exam |
20% |
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3. |
Group Assignments |
30% |
Case study and Group Project
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4. |
Individual Assignments |
30% |
Individual Assignments, Class Activities, and Class Participation
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針對學生困難提供學生調整方式 |
上課形式 |
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作業繳交方式 |
學生與授課老師協議改以其他形式呈現 |
考試形式 |
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其他 |
由師生雙方議定 |
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週次 |
日期 |
單元主題 |
第1週 |
2/20 |
Introduction
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第2週 |
2/27 |
Motivation |
第3週 |
3/5 |
Perception
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第4週 |
3/12 |
Learning and Memory
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第5週 |
3/19 |
Personality, Self-Concept, and Lifestyle
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第6週 |
3/26 |
Attitude Formation and Change
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第7週 |
4/2 |
Persuading Consumer
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第8週 |
4/9 |
Midterm Exam
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第9週 |
4/16 |
Individual Decision Making I
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第10週 |
4/23 |
Individual Decision Making II
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第11週 |
4/30 |
Situational Influence and Post-Purchase Behavior
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第12週 |
5/7 |
Group Influence and Social Media
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第13週 |
5/14 |
Family, Income, and Social Class
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第14週 |
5/21 |
Age and Sex Role
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第15週 |
5/28 |
Culture and Diffusion of Innovation
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第16週 |
6/4 |
Final Exam
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