| 當期課號 | 3126 | Course Number | 3126 |
|---|---|---|---|
| 授課教師 | 陳盈達 | Instructor | CHEN,YING TA |
| 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 蕭富峰 著 智勝文化 2.消費者行為 簡明輝 著 新文京出版 3.消費者行為 顧萱萱 郭建志 譯 學富文化 |
Teaching Materials | 1.Consumer Behavior 2.Consumer Behavior 3.Consumer Behavior |
| 成績評量方式 | 1.書面報告:30% 2.出缺席與上課情形:40% 3.口頭報告:30% | Grading | 1.Paper report 30% 2.Case study 40% 3.Oral report 30% |
| 教師網頁 | http://tw.myblog.yahoo.com/sunyagift88 | ||
| 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. |