Type of Credit: Elective
Credit(s)
Number of Students
Marketing begins and ends with the consumer -- from determining consumer needs to providing consumer satisfaction. Thus, a clear understanding of consumers is critical in successfully managing the marketing function in any organization, whether profit or nonprofit. The purpose of this course is to introduce you to the study of consumer behavior. Principles from various disciplerstanding consumption experiences and consumption meanings.
能力項目說明
The objectives of the course include:
- providing a basic understanding of the psychological, sociological, anthropological, and
economic processes affecting consumer choices and consumption practices
- examining implications of these factors for marketing
- examining implications of these factors for consumer and societal well-being
- gaining a more global perspective on consumption issues
The goal is for you to learn these key concepts and, more importantly, to develop your intellectual
ability to apply them in analyzing consumer behavior and developing a deeper understanding of
consumers. These objectives will be accomplished by:
1. Lecture and case discussion of many concepts and theories from behavioral sciences and
analyze their usefulness for developing marketing strategies. Each student is expected to come
prepared in advance to participate and facilitate class discussions.
t articles/video related to consumer behavior. lass project.
| 教學週次Course Week | 彈性補充教學週次Flexible Supplemental Instruction Week | 彈性補充教學類別Flexible Supplemental Instruction Type |
|---|---|---|
| Date |
Topic | To Do Tasks | Reading List |
| May 25th (Sat) | 1. Introduction and the Study of Consumer Behavior 2. Customer Value Assessment and Valuing Customers 3. Trade-Off Analysis Based) 4. Project Discussion |
onjoint Analysis in 10 minutes https://youtu.be/yi RNcHU2ZGU 2. Choice-Based https://youtu.be/ |
1. The Elements of Value
3. Article: Consumer Perception of Functional Foods: A Conjoint Analysis |
| June t (Sat) |
.Consumer Learning and Memory 2. Case: Garbage Collection in Taiwan 3. Consumer Decision Making Process 4. Case: COVID-19: Protection . 5. Project Discussion |
. Garbage case article http://www.washingtonpost.com/wp- dyn/content/article/2007/11/29/AR2007112901887.html 2. 4 cognitive biases and psychological drivers for influencing behavior https://marketingland.com/4-cognitive-biases-and-psychological-drivers-for- influencing-behavior- 279428?MessageRunDetailID=1827054100&PostID=14964876&utm_medi um=email&utm_source=rasa_io 3. The Business of Behavioral Economics es/hbsworkingknowledge/2014/08/11/the- business-of-behavioral-economics/#663e992a5a6e |
|
| June 2ⁿᵈ (Sun) |
1. Attitudes and Persuasion 2. Motivation and Involvement 3. Situational Factors ision 4. Project Discussion |
1. How Costco Tricks You In Buying More https://consumerist.com/2014/01/27/simp ified-shopping-how-costco-tricks- u-into-buying-more/ 2. Article: The Psychology of Waiting Lines |
|
| June 23rd (Sun) | 1. Group Influences and Opinion Leadership 2. Economics of behavior 3. Project discussion |
1. “Lucifer Effect” http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2007/04/29/RVGUJPCSIF1.DTL | |
| July 7 (Sun) | Project presentation |
GRADING
Grades will be based on the following:
Final (Class Project) 60%
Class participation (attendance, case discussion, etc.) 40%