| 課程目標 |
本學科為行銷管理領域之課程之一.為以需求面導入行銷領域.行銷管理顧客面日漸受重視.修行此課程學生可以明暸.消費者之行為並以實務研討.且提供有關論文之撰寫方向提升研究興。主要內容如下：1.消費者環境分析2.消費者決策過程3.消費者與文化4.消費者與次文化5.消費者態度決策模型。 |
Objectives |
This course covers the major research topics of consumer behavior. It provides an assessment of the consumer behavior filed. Topics include: consumer in the marketplace, consumers as individuals, consumers as decision makers, consumers and subculture, consumers and culture, consumers decision process. (3 credit hours) |