課程名稱 |
消費者態度及心理研討 Seminar in Consumer Attitude and Psychology |
開課學期 |
106-2 |
授課對象 |
管理學院 商學研究所 |
授課教師 |
簡怡雯 |
課號 |
MBA7015 |
課程識別碼 |
741 M3330 |
班次 |
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學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期四6,7,8(13:20~16:20) |
上課地點 |
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備註 |
本課程中文授課,使用英文教科書。校際選課規定:碩士生,先修行銷管理,第一堂必到才能上課。上課地點:管二 8樓研討室 限本系所學生(含輔系、雙修生) 總人數上限:40人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1062MBA7015_ |
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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課程概述 |
Course Objective
This course aims to make students more understand the attitude-related theories from the perspective of social psychology. These theories are generally the bases for explaining consumers’ attitude formation and change. By paper discussions, students will learn the newly-developed attitude and consumer psychology theories, how researchers conduct experiments to study their research problems, and more importantly, how these attitude researches can be applied to explain and solve the issues on the field of consumer behavior.
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課程目標 |
Learning Objectives
1. To introduce students to the theories and principles of attitude change and persuasion that have been developed and tested.
2. To demonstrate how these principles and theories are applied in marketing communications to help marketers design effective communication strategies.
3. To give students a better understanding of the way researchers conduct experimental designs to test the attitude-related propositions.
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課程要求 |
paper presentation and discussion, issue identification report |
預期每週課後學習時數 |
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Office Hours |
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指定閱讀 |
待補 |
參考書目 |
待補 |
評量方式 (僅供參考) |
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週次 |
日期 |
單元主題 |
第1週 |
3/01 |
introduction |
第3週 |
3/15 |
the Flexible Correction Model |
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