學生能了解消費者行為最新趨勢及重要議題，進而全面認識有關消費行為及行銷研究。
Students can understand the latest trends and important topics of consumer behavior, and then fully understand research on consumer behavior and marketing.
Students will understand the emerging trends and critical topics in hospitality consumer behavior. They are expected to develop a comprehensive understanding of consumer behavior and marketing in their own research.
Students will understand the emerging trends and critical topics in hospitality consumer behavior. They are expected to develop a comprehensive understanding of consumer behavior and marketing in their own research.
林建煌，2019，消費者行為，第六版
Lin Jianhuang, 2019, Consumer Behavior, Sixth Edition
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| In-Class participation In-Class participation in-class participation |
20 | 出席率與課堂作業 |
| Midterm Exam Midterm Exam midterm exam |
30 | 課程1~8章 |
| Final Exam Final Exam final exam |
30 | 課程9~15章 |
| Group presentation & Term paper Group presentation & Term paper group presentation & term paper |
20 | 觀光上市櫃公司分組消費者個案專題報告 |
