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@尊重智慧財產權,請同學勿隨意影印教科書 。 Please respect the intellectual property rights, and shall not copy the textbooks arbitrarily. |
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| 科目代碼 | BAU0013 | 課程名稱 | 消費者行為 |
| 英文名稱 | Consumer Behavior | ||
| 全/半年 | 半 | 必/選修 | 選修 |
| 學分數 | 3.0 | 每週授課時數 | 正課時數: 3.0 小時, 實驗時數: 0.0 小時 |
| 先修課程 | ◎必須先修過【BAU0021 行銷管理】 | ||
| 課程簡介 | This course is an introduction to the world of consumer behavior. The discipline borrows from several social sciences including psychology, sociology, and anthropology to explain behavior in the marketplace. In this course, the student will explore how perceptions, learning, memory, personality, and attitudes influence consumption behavior, how consumption changes during one’s life cycle, and how powerful cultural and subcultural influences are on consumers. This course is to provide you with a working knowledge of the major theories in the area of customer behavior. The goal of this course is not to simply learn the material, rather it is to integrate and apply the material. By the end of this course, you should be able to apply this knowledge to finish the group project and make the final presentation. | ||
| 課程目標 | 對應系所核心能力 | ||
| 1. Develop an understanding of consumer behavior theories and apply this understanding in a marketing decision making context. |
學士: 1-1 1.1 Able to identify relevant issues 2-1 2.1 Able to make clear and fluent oral communication in the business context |
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| 3. Evaluate the principal theories of consumer behavior; critically assess strengths, limitations and analyze the current trends in consumer behavior |
學士: 2-2 2.2 Able to make clear and fluent written communication in the business context 6-2 6.2 Students will demonstrate their ability to employ analytical approaches for business tasks |
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| 4. Apply your consumer behavior research findings when designing and evaluating marketing strategies. Improve your abilities to discover original consumer insights that go beyond surface level intuitions. |
學士: 7-1 7.1 Able to identify cases of humanistic leadership in the business contexts 7-2 7.2 Able to analyze and evaluate the pros and cons of adopting humanistic leadership |
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