110年第2學期-6816 餐旅消費行為 課程資訊

評分方式

評分項目	配分比例	說明
Class Participation and Attendance	40	Participation in classroom activities.
Group Presentation (I＋II)	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

教育目標

This course provides an overview of consumer behavior and is based primarily on the discipline of social psychology. The course goals are: 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.

課程概述

Students will understand the emerging trends and critical topics in hospitality consumer behavior. They are expected to develop a comprehensive understanding of consumer behavior and marketing in their own research.

基本資料

選修課，學分數：0-3
上課時間：四/2,3,4[M207-3]
修課班級：餐旅碩1,2
修課年級：年級以上
選課備註：全英語授課。

參考書目

1.Michael R. Solomon, (2017) Consumer Behavior (10th Edition), Pearson

2.Michael R. Solomon, (2017) Consumer Behavior: Buying, Having, and Being, (Global Edition), Pearson