112-1 消費者行為：顧客的心與思，我了解

課程摘要

The course aims to teach consumer behavior theory and principles. Eight units are provided: Introduction, Buyer characteristics (1), Buyer characteristics (2), Household decision making, Group, Culture, Communication and Consumer Behavior, Opinion Leaders and Diffusion of Innovations. After watching the online courses, quizzes are provided to understand students’ learning performance.

課程目標  

The students can develop a clear understanding of consumer behavior by learning about relevant psychological and sociological theories. Moreover, learn how those theories can be applied to practical marketing strategies and decision-making.

評分標準

•        Eight exams: 40%

•        Participation (video watching): 40%
•        Online survey: 20%

授課教師

教師姓名：陳怡穆  Chen, Yi-Mu

教師簡介：

【學歷】

國立政治大學企管博士

【經歷】

義守大學 企管系副主任、IMBA主任、教學發展中心主任
美國Purdue University at W. Lafayette 交換學者
國泰銀行信用卡部 領組
大潤發流通事業 行銷處專員
建元管理顧問公司 行銷企劃

課程進度表

·           Consumer Behavior - Introduction

·           Buyer characteristics (1)

·           Buyer characteristics (2)

·           Household decision making

·           Group

·           Culture

·           Communication and Consumer Behavior

·           Opinion Leaders and Diffusion of Innovations

先修科目或先備能力

We recommend that students who major in marketing and practitioners who are working in and interested in marketing-related jobs take this course.

建議參考書目/網址

1.       Consumer Behaviour (2006). Front Cover, Leon G. Schiffman, Leslie Lazar Kanuk, and Mallika Das, Pearson Prentice Hall.

2.       Consumer Behavior: Building Marketing Strategy (2010). Del I. Hawkins And David L. Mothersbaugh. McGraw Hill.