Upon successful completion of this course, students will be able to:
- determine the content and marketing importance of consumer behavior predispositions
- enhance the knowledge of buying decision process of consumers into marketing approach
- select the proper model of consumer behavior for specific marketing decisions
- find substantial differences in consumer behavior among consumers and to project them into marketing orientation

Upon successful completion of this course, students will be able to:
- determine the content and marketing importance of consumer behavior predispositions
- enhance the knowledge of buying decision process of consumers into marketing approach
- select the proper model of consumer behavior for specific marketing decisions
- find substantial differences in consumer behavior among consumers and to project them into marketing orientation

Consumer Behavior Today focuses on the varied topics related to consumer behavior with particular focus on the contemporary issues of consumerism, marketing, and social media. The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making. This module is designed about a subset of behaviors - the psychology and sociology of human behavior as it relates to consumer decision making and action. Shopping, buying, and consuming goods and services that deliver desired benefits is a major focus for the hospitality industry. Understanding what benefits consumers are seeking and how they make decisions, shop, buy, and actually consume helps marketers develop and carry out more effective marketing strategies: target marketing, product strategy, price strategy, place strategy, and promotion strategy.

Upon successful completion of this course, students will be able to:
- determine the content and marketing importance of consumer behavior predispositions
- enhance the knowledge of buying decision process of consumers into marketing approach
- select the proper model of consumer behavior for specific marketing decisions
- find substantial differences in consumer behavior among consumers and to project them into marketing orientation

Consumer Behavior Today focuses on the varied topics related to consumer behavior with particular focus on the contemporary issues of consumerism, marketing, and social media. The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the reality and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making. This module is designed about a subset of behaviors - the psychology and sociology of human behavior as it relates to consumer decision making and action. Shopping, buying, and consumer goods and services that deliver desired benefits is a major focus for the hospitality industry. Understanding what benefits consumers are seeking and how they make decisions, shop, buy, and actually consume helps marketers develop and carry out more effective marketing strategies: target marketing, product strategy, price strategy, place strategy, and promotion strategy.

Upon successful completion of this course, students will be able to:
- determine the content and marketing importance of consumer behavior predispositions
- enhance the knowledge of buying decision process of consumers into marketing approach
- select the proper model of consumer behavior for specific marketing decisions
- find substantial differences in consumer behavior among consumers and to project them into marketing orientation

• 尹章華 (2001)，旅館餐飲法律實務，永然文化出版公司, I S B N：9574851095, 02-23460809
• Morris, Cournoyer & Marshall( 2008 ) 7th Ed., Hotel, Restaurant, and Travel Law: A
Preventative Approach

• Yin Zhanghua (2001), Hotel catering law practice, Yongran Culture Publishing Company, I S B N: 9574851095, 02-23460809
• Morris, Cournoyer & Marshall( 2008 ) 7th Ed., Hotel, Restaurant, and Travel Law: A
Preventative Approach