● 課程內涵(Course Contents)
本課程以老師講授內容為主，並輔以案例、影片與課堂討論來進行互動式教學。老師將提供與課程有關的個案作為課堂討論之用。此外，本課程也會將修課同學分成若干小組，小組作用在於平時小組活動、個案討論與期末報告，以合作方式完成小組指定作業。課程中學生將透過實務觀察與對消費者行為分析的角度，來思考與回應行銷管理者所遇到挑戰。
● 課程目標(Course Objectives)
本課程旨在幫助學生瞭解消費者行為乃是行銷管理的核心基礎，它不僅僅只是探討購買的行為，它是一個整合心理學、社會學與行銷學等不同領域學門知識的學科。透過本課程的學習，學生將會由消費者的角度來檢視企業行銷活動策略。透過深入了解消費者的心理與行為，以期在進行行銷策略規劃時，能以消費者的思維做為策略思考的基礎。
● Course Contents
This course focuses on the content taught by teachers, and provides interactive teaching based on cases, videos and class discussions. The teacher will provide course-related cases for class discussion. In addition, this course will also divide the students in the course into several groups. The functions of the group are to perform daily group activities, case discussions and final reports, and to complete the designated group operations in a cooperative manner. During the course, students will think about and respond to the challenges encountered by marketing managers through the perspective of practical observation and analysis of consumer behavior.
● Course Objectives
This course aims to help students understand that consumer behavior is the core foundation of marketing management. It not only explores the behavior of purchasing, it is a subject that integrates knowledge about different fields such as psychology, society and marketing. Through the learning of this course, students will view corporate marketing activities from the perspective of consumers. Through an in-depth understanding of consumers' psychology and behavior, we hope to use consumers' thinking as the basis for strategic thinking when planning marketing strategies.
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 explore 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.
Solomon (2015),Consumer Behavior, Buying, Having and Being, 11 edition
Solomon (2015),consumer behavior, buying, having and being, 11 edition
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 課堂出席、參與及討論課堂出席、參與及討論 Class attendance, participation and discussion |
10 | |
| 小組報告 (平時) 小組報告 (平時) Group Report (usually) |
20 | 個案討論(書面+口頭報告) |
| 期中考期中考 Midterm exam |
40 | |
| 期末報告期末報告 Final report |
30 | 書面+口頭報告 |
