■ 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。課程目標如下：
1. 建構學生重要的消費者行為概念與思維
2. 協助學生學習心理學、社會學、與經濟學在消費者行為的應用
3. 讓學生能深入的了解影響消費者做決策時的相關內外在影響因素
4. 課程將藉由實際個案討論與生活的應用，使消費者理論與管理實務能結合
■ 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。
■Course Objectives
This course aims to help students understand that consumer behavior is the core foundation of marketing management. It is not just about purchasing behavior, it is a subject that integrates knowledge from different fields such as psychology, sociology and marketing. Through the study of this course, students will examine corporate marketing campaign strategies from the perspective of consumers. Through an in-depth understanding of consumer psychology and behavior, we hope to use consumers' thinking as the basis for strategic thinking when planning marketing strategies. The course objectives are as follows:
1. Construct students’ important consumer behavior concepts and thinking
2. Assist students in learning the application of psychology, sociology, and economics to consumer behavior
3. Allow students to have an in-depth understanding of the relevant internal and external factors that influence consumers’ decision-making.
4. The course will combine consumer theory and management practice through actual case discussions and life applications.
■ Course Contents
This course is mainly based on teacher lectures, supplemented by cases, videos and classroom discussions for interactive teaching. Teachers will provide course-related cases for class discussion. In addition, this course will also divide the students into several groups. The functions of the groups are daily group activities, case discussions and final reports, and they will complete the assigned group assignments in a cooperative manner. In the course, students will think about and respond to the challenges encountered by marketing managers through practical observation and analysis of consumer behavior.
本課程旨在介紹與學習：
1. 消費者行為的外在影響因素、內在影響因素
2. 消費者決策過程
3. 從實務中觀察消費者的行為
余佩珊老師的教學網站
http://www2.thu.edu.tw/~creative/index.htm
This course is designed to introduce and learn:
1. External influencing factors and internal influencing factors of consumer behavior
2. Consumer decision-making process
3. Observe consumer behavior from practice
Teacher Yu Peishan’s teaching website
http://www2.thu.edu.tw/~creative/index.htm
Solomon (2020),Consumer Behavior, Buying, Having and Being, 13 edition
Solomon (2020),consumer behavior, buying, having and being, 13 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 (usual) |
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 |
