| 當期課號 |
3140 |
Course Number |
3140 |
| 授課教師 |
林孟璋 |
Instructor |
LIN,MEMG JANG |
| 中文課名 |
消費者行為 |
Course Name |
Consumer Behavior |
| 開課單位 |
企業管理系(四進)二A |
Department |
|
| 修習別 |
選修 |
Required/Elective |
Elective |
| 學分數 |
3 |
Credits |
3 |
| 課程目標 |
消費者行為學為行銷管理領域課程之一。探討消費者的需求，並提供最能滿足消費者需求的產品或服務，採取由內而外的做法，由消費者的重機、認知、學習、涉入、態度、溝通和自我觀念等方面著手;由個人決策過程配合群體決策影響，再輔以社會文化學觀念探討消費者行為。 |
Objectives |
This subject introduces the process of consumer buying behavior,including the inner and outer factors.The inner factors include motivation, attitude, perception and lifestyle. The outer factors include families,society,culture , situational influences, and so on. With the combination of the theory and empirical examples,the students can fully understand the decision process of buying behavior. |
| 教材 |
1.消費者行為 廖淑伶 著 前程企業 2.Consumer Behavior Blackwell miniard & Engel合著 華泰 3.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.期中考:30% 2.書面報告:30% 3.出缺席與上課情形:20% 4.口頭報告:20% |
Grading |
1.Mid-Exam. 40% 2.Paper report 30% 3.Case study 20% 4.Oral report 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. |