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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 |
105-1 |
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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 |
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 |
星期三2,3,4(9:10~12:10) |
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上課地點 |
管一103 |
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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)
總人數上限：50人 |
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Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1051MBA7013_ |
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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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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 |
http://exp.management.ntu.edu.tw/BA/course/mbacourse |
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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. |
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課程要求 |
Mid-term examination (40%)
Attendance and Participation (10%)
Case and Essay study (40%)
Term paper (10%)
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.
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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 |
Dan Arieley, Predictably Irrational (誰說人是理性的, 天下文化出版) |
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參考書目 |
Will seniors be robot cars's early adopters? (Elderly)
The Makers of Botox are pushing a cure for your double chin (Elderly, Beauty)
Why HBO, Netflix, and Amazon Want Your Kids (Kids)
Coke Thinks Designer Milk Could Be a Billion-Dollar Brand (Brand extension, Trading up)
Banks are ceding ground to Apple pay (New market/Brand extension)
When a wallet is no better than a Ziploc (Mobile payment, Youth's behavior)
Burt's bees goes from big-box to upscale (Price differentials)
What Uber's China deal says about the limits of the platforms, 2016
Are Uber and Facebook turning users into lobbyists, 2015 |
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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 |
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Introduction |
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第2週 |
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Consumer Decision Making (1) |
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第3週 |
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Consumer Decision Making (2) |
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第4週 |
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Culture Influence and Consumer Trend |
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第5週 |
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Motivation: Theories and Applications
Maslow's hierarachy of need theory
Beyond Maslow: McGuire and others |
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第6週 |
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Involvement: Theories and Applications
Definition, antecedents, and consequences of Involvement.
Application: Elaboration likelihood model
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第7週 |
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Learning: Theories and Applications
Theory of behavioral school
Theory of cognitive school
Applications: Behavioral school
Applications: Cognitive school
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第8週 |
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Information Processing (IP): Theories and Applications
Conceptual model of IP (Exposure, Attention, Comprehension, Acceptance, Retention)
Butterfly Curve
Selective Attention
Comprehension (Categorization, Elaboration, and Integration)
Knowledge (Dimensionality, Articulation, Abstraction)
Applications |
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第9週 |
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期中考
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第10週 |
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Attitude: Theories and Applications
Fishbein's attitudinal model
Consistency theory
Change of attitude |
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第11週 |
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Predictably Irrational, Chapter 1(相對性的真相), 2(供需的謬誤), 7(所有權的昂貴代價) |
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第12週 |
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1.How Fast Fashion Works: Can It Work for You, too?
2.Faster Fashion: The Wait For Runway Clothes Is About to Get Shorter
3.The Hidden Cost of Fast Fashion: Worker Safety (Optional) |
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第13週 |
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Case: Uber Pricing Strategies and Marketing Communications, 2014
Study Questions
1.How did Uber achieve its present position? 2.Was surge pricing is a good practice? 3. Why did Uber fail in Taiwan? |
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第14週 |
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Case_Apple's future 2016: Apple Watch, Apple TV, and/or Apple Car?
Study Questions: The Pros and Cons associated with the entry into the market of Apple watch, Apple TV, and Apple car. |
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第15週 |
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Luxury for the masses (HBR_Apr 2003) |
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