創新與市場學建立在最新的思維和最佳實踐的基礎上，教授市場戰略和創新領域，幫助學生成功駕馭漫長的旅程，實現他們的戰略組織和創新個人潛力。

Develops an understanding of the forces driving competition and demand in markets or technology-intensive products and services. Covers product management decisions (design, channels/logistics, pricing/promotions etc.) across stages of product life cycles affecting innovative and/or technology products. Enhances skills in analysing competitive trends, identifying threats and opportunities, designing new products, and/or marketing strategies. Students develop a marketing strategy and perform a market analysis to define potential markets for an innovation and/or a technology.

Innovation and market learning is based on the latest thinking and best practices, teaching market strategies and innovation fields, helping students successfully drive a long journey, realizing their strategic organization and personal potential for innovation.

Develops an understanding of the forces driving competition and demand in markets or technology-intensive products and services. Covers product management decisions (design, channels/logistics, pricing/promotions etc.) across stages of product life cycles affecting innovative and/or technology products. Enhances skills in analysing competitive trends, identifying threats and opportunities, designing new products, and/or marketing strategies. Students develop a marketing strategy and perform a market analysis to define potential markets for an innovation and/or a technology.

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 aims to introduce and learn:
1. External and internal influence factors of consumer behavior
2. Consumer decision process
3. Observe consumers' behavior in practice

Teacher Yu Peishan’s teaching website
http://www2.thu.edu.tw/~creative/index.htm

本課程沒有必修課本。對於包含營銷術語、示例和問題一般分類法的參考卷，我推薦 Philip Kotler 和 Kevin Keller，營銷管理，15e，Prentice-Hall

我們將在課程網站上發布補充課程材料，例如講義、數據和應用程序。這些材料可以免費下載。 （我們感謝作者分享這些內容。

There is no compulsory course for this course. For reference papers containing general classifications of marketing, examples and questions, I recommend Philip Kotler and Kevin Keller, Marketing Management, 15e, Prentice-Hall

We will publish supplemental course materials such as lectures, data, and applications on the course website. These materials can be downloaded for free. (We thank the author for sharing this content.