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課程名稱 |
行銷溝通與消費心理研討
Seminar in Marketing Communications and Consumer Psychology |
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開課學期 |
112-1 |
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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 |
練乃華 |
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課號 |
MBA7088 |
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課程識別碼 |
741 M3340 |
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班次 |
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學分 |
3.0 |
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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 |
星期三2,3,4(9:10~12:10) |
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上課地點 |
管一401 |
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備註 |
限本系所學生(含輔系、雙修生) 且 限碩士班以上
總人數上限：20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 |
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課程大綱
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課程概述 |
Integrated marketing communication is a critical component of marketing strategy and vital to any business’s success. This seminar is designed to provide graduate students with an introduction to topics in marketing communications from the perspective of consumer psychology, especially for those students who are interested in pursuing a thesis topic in the advertising, promotion, and/or consumer psychology area. |
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課程目標 |
The purposes of this seminar are twofold: 1) to aid in the understanding of the scope, perspectives, and methods of research in advertising and persuasion; and 2) to assist in the identification of research streams viable for future research. |
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課程要求 |
The format for this class is similar to that of any doctoral level seminar. Readings from academic literature are assigned which will form the background for discussions in class. Each of the assigned paper will be presented by one student (i.e., one paper per student), but all students will be expected to read every paper so that we can discuss each article in depth.
For each paper, the presenter should use PowerPoint to make a 40-minute presentation. Then the paper will be thrown open for 30-40 minute discussion by all participants.
The presentation must address the following issues:
1. Research questions/research purposes: Itemize the research questions or research purposes of this paper. Why are these questions important (academically and managerially)? How does this article fit within the broader stream of research in marketing?
2. Contributions: Summarize and list the key contributions of the paper.
3. The proposed model and hypotheses: What are the theoretical basis of the paper? What theory is used to build up the conceptual model of the paper? How is every hypothesis derived?
4. Research method: Describe data collection method. Identify the independent and dependent variables and how they are manipulated and/or measured.
5. Results: Use tables and/or figures to illustrate the major findings. (Do not dwell on small details!)
6. Limitations and future research: What are the research limitations? Outline the research suggestions forwarded by the authors.
During discussion, all students are expected to express YOUR comments on the paper, for example:
What do you like about the paper?
What did you think could have been done differently/better?
Are there any alternate explanations to the results?
Are the research limitations fully recognized?
Which of the future research directions suggested by the authors is particularly worthy of pursuing? Why?
What may be some specific future research directions, in addition to those suggested by the authors?
Responsibilities of the presenter include:
1. make a 40-minute presentation of the assigned paper of the week.
2. find one more paper which cites the assigned article as reference, and make a brief summary of this paper at the end of their presentation.
3. submit or upload a copy of their PowerPoint slides before the class.
Responsibilities of the non-presenter include:
1. submit a one-page note focusing on either one research idea that emanates from the week’s readings, or one research limitation that is not recognized by the authors. The purpose of this assignment is to encourage you to think generatively and critically while reading.
2. actively participate in class discussion.
Term Paper:
The purpose of the term paper is to give the student the opportunity to develop a specific research topic and to become familiar with the stages of development of a research proposal. The paper can focus on an issue concerning advertising, promotion, or more general marketing with communication implications. This 4000-5000 word proposal should include the following sections: Introduction/Objectives, Literature Review, Conceptual Model and Hypotheses, and Methodology. Collecting data and reporting results are optional.
Please present your paper in class on December 13, 2023. The term paper should be submitted to the instructor on December 20, 2023.
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預期每週課後學習時數 |
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Office Hours |
另約時間 |
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指定閱讀 |
詳見課程進度 |
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參考書目 |
待補 |
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評量方式
(僅供參考) |
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No. |
項目 |
百分比 |
說明 |
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1. |
Class participation |
30% |
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2. |
In-class presentation on assigned readings |
30% |
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3. |
Term paper |
40% |
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針對學生困難提供學生調整方式 |
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上課形式 |
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作業繳交方式 |
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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 |
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第1週 |
9/06 |
Course organization and Introduction |
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第2週 |
9/13 |
Involvement |
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第3週 |
9/20 |
Construal Level |
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第4週 |
9/27 |
Temporal Frame and Advertising I |
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第5週 |
10/04 |
Temporal Frame and Advertising II |
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第6週 |
10/11 |
Temporal Frame and Sales Promotion |
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第7週 |
10/18 |
Message Construal |
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第8週 |
10/25 |
NO CLASS （期中考週） |
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第9週 |
11/01 |
Influencer Marketing I |
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第10週 |
11/08 |
Influencer Marketing II |
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第11週 |
11/15 |
NO CLASS （台大校慶） |
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第12週 |
11/22 |
Price Framing in Sales Promotion |
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第13週 |
11/29 |
Mental Simulation I |
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第14週 |
12/06 |
Mental Simulation II |
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第15週 |
12/13 |
Term Paper Presentations |
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第16週 |
12/20 |
Term Paper Due (NO CLASS, 期末考週） |
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