課程資訊
課程名稱
 消費者行為研討
Seminar in Consumer Behavior 
開課學期
 107-2 
授課對象
 管理學院  商學研究所  
授課教師
 張重昭 
課號
 MBA7013 
課程識別碼
 741 M3300 
班次
  
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
 管一102 
備註
 限本系所學生(含輔系、雙修生) 且 限學士班三年級以上
總人數上限：50人 
Ceiba 課程網頁
 http://ceiba.ntu.edu.tw/1072MBA7013_ 
課程簡介影片
 
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課程概述

http://exp.management.ntu.edu.tw/BA/course/mbacourse 

課程目標
 This course is aimed at helping you learn the basic concepts of modern consumer behavior by introducing the various related theories and the roles that these theories play in marketing management. 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 customer needs. 
課程要求
 Attendance and Participation (10%)
Final Examination (60%)
Group Presentation (Case and Articles) (30%)
Forming study groups is required for oral presentation of case and essay studies. Actual group size will depend on class enrollment. The name list of each study group must be submitted at the third class.
 
預期每週課後學習時數
  
Office Hours
  
指定閱讀
 Dan Arieley, Predictably Irrational (誰說人是理性的, 天下文化出版) 
參考書目
 待補 
評量方式
(僅供參考)
    
課程進度
週次
日期
單元主題
第1週
   2/19 Course Introduction 
第2週
   2/26 Culture Change and Consumer Trend (1)
Read: New TV Season and Fewer Viewers 
第3週
   3/5 Culture Change and Consumer Trend (2)
Read: The Makers of Botox Are Pushing a Cure for Your Double Chin
Read: When a Wallet Is No Better Than a Ziploc 
第4週
   3/12 Consumer Decision Making (1) : Need Recognition, Information Search, and Evaluations of Alternatives 
第5週
   3/19 Consumer Decision Making (2): Purchase, Consumption, Post-Purchase Evaluation, and Divestment
Read: Faster Fashion 
第6週
   3/26 Motivation: Theories and Applications. (1)Maslow (2)Beyond Maslow: McGuire and others
Read: Google Thinks Self-driving Card Will Be Great for Stranded Seniors 
第7週
   4/9 Involvement: (1)Definition, antecedents, and consequences (2)Elaboration likelihood model
 
第8週
   4/23 Learning: Classical Conditioning, Instrumental Conditioning, Cognitive Learning 
第9週
   4/30 Information Processing (1)Conceptual Model of IP (2)Dimension of Knowledge 
第10週
   5/7 Attitude: (1)Fishbein attitudinal model (2)Consistency theory 
第11週
   5/14 Team Presentation
Read: 相對性的真相
Read: 供需的謬誤
 
第12週
   5/21 Team Presentation
Read: 所有權的昂貴代價
Read: Banks Are Ceding Ground to Apple Pay 
第13週
   5/28 Team Presentation
Read: Burt’s Bees Goes From Big-Box to Upscale
Read: Coke Thinks Designer Milk
Read: Why HBO, Netflix, and Amazon Want Your Kids

 
第14週
   6/4 Team Presentation
Read: Uber Pricing Strategies and Marketing Communications,
Read: Luxury for the Masses
 
第15週
   6/11 Final Examination