111年第2學期-2775 Consumer Behavior 課程資訊

評分方式

評分項目	配分比例	說明
Class Participation and Attendance	40	Attendance and In-class contribution Attendance is expected. Your ability to benefit from the course and contribute to the class is largely dependent upon your attendance during class meetings. If you cannot attend class, you will be responsible for everything covered or announced in class. During days when project presentations take place I expect full attendance.
Group Presentation	40	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.
Quiz	20	The quizzes will include material covered in the readings and class discussions since the last quiz. During the week prior to a particular quiz, I will explain the coverage and nature of the upcoming quiz. Each quiz will consist of multiple-choice.

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.

基本資料

選修課，學分數：0-3
上課時間：四/5,6[M103] 二/7,8[PG203]
修課班級：國經學程2-4
修課年級：2年級以上
選課備註：課程模組課程

參考書目

Michael R. Solomon, (2017) Consumer Behavior (10th Edition), Pearson
Michael R. Solomon, (2017) Consumer Behavior: Buying, Having, and Being, (Global Edition), Pearson