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.
林建煌，2022，消費者行為，第六版
白滌清譯,2019, 消費者行為，第三版
Lin Jianhuang, 2022, Consumer Behavior, Sixth Edition
Bai Yu Qinglu, 2019, Consumer Behavior, Third 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 |
