108年第2學期-6816 餐旅消費者行為 課程資訊
|Class Participation and Attendance||40||Participation in classroom activities.|
|Group Presentation and Final Presentation||60||Students will sign up to deliver a 15 minutes’ overview of consumer behavior case study, and design a questionnaire to execute simple sample investigation. Details regarding the format of this assignment and its essential requirements will be distributed in class. Or video advertisement|
1. To acquire an understanding of the psychological processes that underlie the effectiveness of marketing strategy in terms of impact on consumer behavior.
2. To acquire a knowledge base that enables critical assessment of current and future metrics, research technologies, and research data output.
3. To acquire a “toolbox” of psychological principles applicable to marketing strategy.
4. Understand the theoretical framework of consumer psychology and behavior
5. Understand the formation of consumer’s perception, attitude, decision and consumption motivation
6. Analyze consumer behavior affected by marketing strategy
Consumer Behavior Today focuses on the varied topics related to consumer behavior with particular focus on the contemporary issues of consumerism, marketing, and social media. The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets. Key to the course is demonstrating how an understanding of buyer behavior can help to improve strategic decision making. This module is designed about a subset of behaviors - the psychology and sociology of human behavior as it relates to consumer decision making and action. Shopping, buying, and consuming goods and services that deliver desired benefits is a major focus for the hospitality industry. Understanding what benefits consumers are seeking and how they make decisions, shop, buy, and actually consume helps marketers develop and carry out more effective marketing strategies: target marketing, product strategy, price strategy, place strategy, and promotion strategy.
Upon successful completion of this course, students will be able to:
- determine the content and marketing importance of consumer behavior predispositions
- enhance the knowledge of buying decision process of consumers into marketing approach
- select the proper model of consumer behavior for specific marketing decisions
- find substantial differences in consumer behavior among consumers and to project them into marketing orientation
Office HourWednesday13:10 – 16:10， or by appointment Office: M204-1
Michael R. Solomon, (2017) Consumer Behavior (10th Edition), Pearson
Michael R. Solomon, (2017) Consumer Behavior: Buying, Having, and Being, (Global Edition), Pearson