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消費者行為不僅是微觀經濟學主要探索的議題，更是進行廣告、公關等整合行銷說服傳播的核心知識。本課程目標有二：首先讓同學瞭解消費者行為的基本概念與相關理論，學習影響消費者的知情意到決策過程的內外因素，以及洞悉如何影響；再來，以個人作業與小組報告方式，經由個案分析將理論與實務結合，以利日後在職場工作所需。
《 課程簡介 -- English 》
Consumer behavior is not only an important research topic in the field of micro-economy, but also the core knowledge of engaging in persuasive communications such as advertising, PR, and integrated marketing communication. There are two purposes of this course. One is to make students understand the basic concepts, theories, influential factors regarding consumer behavior. The other is, by class assignments and the case study, to enhance their capabilities in the professional career.
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