基本素養 Basic Literacy

人文素養
Humanistic Quality
公民素養
Civic Literacy
社會關懷
Society Care
國際視野
Global Perspective

核心能力 Competence

跨領域整合能力
Abilities of interdisciplinary integration
創意產業研發能力
Abilities of research in developing creative industries
科技應用與設計能力
Abilities of applying technology and design
多元與在地文化匯流能力
Abilities of multicultural and local culture convergence

課程概述 Course Description

這堂課將廣泛介紹行為概念並且消費者行為對行銷者策略性含蘊。這堂課將使學生挑戰探索傳統與電子化市場中買方行為中真實性與暗示性,特別著重在文創市場。本堂課關鍵在於如何證實消費行為的理解能夠幫助改善策略擬定。學生將透過一些方法了解更為了解消費者行為。本課程立基於如下三點:1.消費者行為證據的評估(例如:如何閱讀期刊文章、評估數據並且判斷市場研究資料)2.理解並應用現存消費者行為相關理論與資料(從心理學、經濟或社會科學)3.重要消費者行為研究之整合資料的方法(梯狀、聯合衡量、調查以及實驗)
The course introduces a wide range of behavioral concepts, and explores the strategic implications of customer behavior for marketers. The course challenges students to explore the realities and implications of buyer behavior in traditional and e-commerce markets, especially focus on creative industries. Key to the course is demonstrating how an understanding of consuming behavior can help to improve strategic decision making. This course provides students with some tools to better understand consumer behavior. The course will rest on three foundations: 1.The evaluation of evidence relevant to consumer behavior (e.g., how to read journal articles, evaluate statistics, and judge marketing research data).2. Understanding and applying existing theory and data relevant to consumer behavior (from psychology, economics, and other social sciences).3.The gathering of data using the most important consumer behavior research techniques (laddering, conjoint measurement, surveys, and experiments).

課程學習目標 Course Objectives

  • 創意產業跨領域整合研究與人才
  • 國際與華人創產研究之學術重鎮與產官學研智庫
  • 創意文化及數位科技加值與創新設計
  • 創意產業本土理論論述與國際匯流
  • 課程進度 Progress Description

    進度說明 Progress Description
    1Introduction
    2Psychology of choice
    3Psychology of choice
    4Psychology of choice
    5Science of wellbeing and happiness
    6Science of wellbeing and happiness
    7UX and CX, co-creation & crowdsourcing
    8UX and CX, co-creation & crowdsourcing
    9Fashion and styles Aesthetic value
    10Fashion and styles Aesthetic value
    11Social media and online consumer behavior
    12New trends in CB and marketing
    13Project proposal 1
    14Project proposal 1
    15Project proposal 2
    16Project proposal 2
    17Conclusive discussion
    18Conclusive discussion
     以上每週進度教師可依上課情況做適度調整。The schedule may be subject to change.

    有關課程其他調查 Other Surveys of Courses

    1.本課程是否規劃業界教師參與教學或演講?
    Is there any industry specialist invited in this course? How many times?
    2.本課程是否規劃含校外實習(並非參訪)?
    Are there any internships involved in the course? How many hours?
    3.本課程是否可歸認為學術倫理課程?
    Is this course recognized as an academic ethics course? In the course how many hours are regarding academic ethics topics?
    4.本課程是否屬進入社區實踐課程?
    Is this course recognized as a Community engagement and Service learning course? Which community will be engaged?

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    16889_consumer behavior syllabus_2020.pdf