本課程的目標是要提供學生必要的知識和技術，以執行有用的消費者分析來發展有效的行銷策略，內容包括消費者行為基礎、消費者行為的微觀面、消費者行為的宏關面與消費者溝通五大內容，成功地將消費者行為整合到本課程中。The purpose of this course is to provide students with the necessary knowledge and skills to implement useful consumer analysis to develop effective marketing strategies. The content includes five major contents: consumer behavior basics, micro-views of consumer behavior, macro-concerning of consumer behavior and consumer communication, and successfully integrate consumer behavior into this course.
經濟學和消費者行為學均是一種探討人類行為的科學，本課程希望從環境面、消費者面，以及組織面等三個面向切入，完整地探討影響消費者行為的主要面向，討論諸如次文化、社會階層、參考群體，以及家庭對消費者行為的影響，並輔助以國內外（包括中國大陸）實際案例，以期能藉由豐富的案例來加強與輔助理解與說明。
Economics and consumer behavior are both a science that explores human behavior. This course hopes to enter three aspects: environment, consumer, and organizational aspects, to fully explore the main aspects that affect consumer behavior, discuss the impact of subculture, social level, reference groups, and family on consumer behavior, and help to strengthen and assist in understanding and explanation through rich cases.
消費者行為（四版）/林建煌/華泰文化
ISBN：9789574198412
Consumer Behavior (Fourth Edition)/Lin Jianhuang/Huathai Culture
ISBN: 9789574198412
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 Midterm exam |
30 | |
| 期末考期末考 Final exam |
30 | |
| 出席出席 Attend |
40 |
