| 當期課號 |
7578 |
Course Number |
7578 |
| 授課教師 |
林孟璋 |
Instructor |
LIN,MEMG JANG |
| 中文課名 |
消費者行為研究 |
Course Name |
Consumer Behavior Research |
| 開課單位 |
企業管理系碩士在職專班一A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 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) |
| 教材 |
1.Consumer Behavior Blackwell miniard & Engel合著 華泰 2.消費者行為 葉日武譯 前程企業 |
Teaching Materials |
1.Consumer Behavior Blackwell miniard & Engel |
| 成績評量方式 |
1.英文文獻報告:40% 2.書面報告:40% 3.出缺席與上課情形:20% |
Grading |
1.Report of English reading 40% 2.Paper report 40% 3.case study 20% |
| 教師網頁 |
|
| 教學內容 |
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趣 |
Syllabus |
This course covers the major research topics of consumer behavior, it provides an asessment 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 decsion process. |