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課程名稱 |
消費者行為研討
Seminar in Consumer Behavior |
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開課學期 |
101-2 |
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授課對象 |
管理學院 商學研究所 |
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授課教師 |
張重昭 |
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課號 |
MBA7013 |
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課程識別碼 |
741 M3300 |
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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 |
星期三6,7,8(13:20~16:20) |
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上課地點 |
管二101 |
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備註 |
本課程中文授課,使用英文教科書。
限本系所學生(含輔系、雙修生) 且 限碩士班以上
總人數上限：50人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1012MBA7013 |
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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 |
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課程大綱
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課程概述 |
This course is aimed at helping the students learn the basic concepts of modern consumer behavior. The most basic objectives of this course are to provide you with a broad introduction to various theories in consumer behavior, and the roles that these theories play in marketing management. Within time limits, this class attempts to cover all the topics that a marketing manager needs to face in understanding their consumers. By the end of this course, you should be able to apply the key frameworks and tools for analyzing customers and formulating marketing programs. The class materials should also help you to develop insights about creative selection of target markets and blending the marketing mix decisions to maintain competitive positions and serve |
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課程目標 |
This is basically a lecture type of course with occasional in-class discussions. Class discussions will be composed of cases, scenarios or real-world examples. These cases or scenarios allow students to put into use the latest development of marketing concepts. Since the essential part of this course is students’ exposure to consumer behavior issues, we certainly hope students will have the chances to present their ideas and receive feedback from their classmates. The formation of study groups is strongly recommended to facilitate exchange of viewpoints. The prerequisite to this course is Marketing Management. You are expected to prepare for the class in advance so that the instructor can lead the discussions smoothly. In order to evaluate the students overall understanding, there will be a final exam. |
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課程要求 |
Final examination (60%)
Student presentation (I) (10%)
Student presentation (II) (10%)
Participation (Attendance and Performance) (20%)(Note: Basic score is 80. 10 points are deducted for one absence. Each excellent performance adds 3-5 points.)
The examination is designed to measure how well the students comprehend the knowledge that is contained in the text and the teachers’ lecture.
Forming study groups is required. Actual group size will depend on class enrollment. The name list of each study group must be submitted at the third class.
All groups are required to complete written reports for two assigned books. Only one group will be chosen to make an oral presentation at the class. The reports (both word and ppt files) must be submitted to the teacher befor
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預期每週課後學習時數 |
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參考書目 |
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評量方式
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