■ 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。同時在課程中亦會探討影響群體行為的心理機制，結合對社群媒體行為進一步了解和認識，學習數位環境下社群行銷規劃與運作法則。

■ Course Objectives
This course is intended to help students understand that consumer behavior is the core foundation of marketing management. It not only explores the behavior of purchasing, it is a subject that integrates knowledge about different fields such as psychology, society and marketing. Through the learning of this course, students will view corporate marketing activities from the perspective of consumers. Through an in-depth understanding of consumers' psychology and behavior, we hope to use consumers' thinking as the basis for strategic thinking when planning marketing strategies. At the same time, we will also explore the psychological mechanisms that affect group behavior during the course, combine the further understanding and understanding of social media behavior, and learn social marketing planning and operational methods in a digital environment.

Michael R. Solomon and Cristel Antonia Russell (2024),Consumer Behavior, Buying, Having and Being, 14 edition
Barker, Barker, Bormann, Roberts and Zahay (2017), Social Media Marketing: A Strategic Approach, 2nd edition

Michael R. Solomon and Cristel Antonia Russell (2024), Consumer Behavior, Buying, Having and Being, 14 edition
Barker, Barker, Bormann, Roberts and Zahay (2017), Social Media Marketing: A Strategic Approach, 2nd edition