行銷管理與品牌決策模組二主要聚焦在消費者行為與社群行銷，消費者行為是一門整合的學科，結合了行銷學、心理學、社會學、社會心理學、人類學、經濟學等不同領域。行銷策略規劃一個很重要的前提是對消費者行為的瞭解與掌握，本課程會介紹消費者行為在行銷歷程中扮演的角色、影響消費行為的個人因素及環境因素以及消費者決策歷程。課程的目的是帶領同學探索消費者的思維與行為，以期在制定行銷決策時，能以更符合消費者思維的方式來規劃。課程中亦會探討影響線上社群行為的心理機制，透過對社群媒體行為的瞭解和認識，學習數位環境下社群行銷規劃與運作法則。
Marketing Management and Brand Decision-Making Module 2 mainly focuses on consumer behavior and social marketing. Consumer behavior is an integrated discipline that combines marketing, psychology, sociology, social psychology, anthropology, economics, etc. field. A very important prerequisite for marketing strategy planning is the understanding and mastery of consumer behavior. This course will introduce the role that consumer behavior plays in the marketing process, the personal and environmental factors that influence consumer behavior, and the consumer decision-making process. The purpose of the course is to lead students to explore consumer thinking and behavior, with a view to planning in a way that is more in line with consumer thinking when making marketing decisions. The course will also explore the psychological mechanisms that influence online social behavior. Through understanding and understanding of social media behavior, you will learn the rules of social marketing planning and operation in the digital environment.
教師自編講義
Teacher's own handouts
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 出席及課堂參與出席及課堂參與 Attendance and class participation |
20 | |
| 課程指定作業課程指定作業 Course assignments |
30 | |
| 書面及口頭報告書面及口頭報告 Written and oral reports |
50 |
