NCHU Course Outline

Course Name	(中) 行銷心理學(2220)
	(Eng.) Marketing Psychology
Offering Dept	Department of Marketing
Course Type	Elective			Credits	3	Teacher	LO HUI YI
Department	Department of Marketing / Undergraduate			Language	Chinese	Semester	2026-SPRING
Course Description	先修課程: 行銷管理、消費者行為 #上課第一周務必出席，未出席者形同退選# Prerequisites: Marketing management, Consumer behavior This course is designed to investigate how social and behavioral science informs and impacts marketing fields. The course will integrate psychological and sociological theories, analyze and evaluate consumer behavior from a psychological framework, and then address, from the perspective of consumption, the strategies that are implemented by marketing issues. (學習如何將心理學理論運用於行銷議題上)
Prerequisites

Relevance of Course Objectives and Core Learning Outcomes(%)			Teaching and Assessment Methods for Course Objectives
Course Objectives	Competency Indicators	Ratio(%)	Teaching Methods	Assessment Methods
1.Students will demonstrate an understanding of conceptual knowledge of psychological concepts in consumer behavior in order to develop strategies to critically assess the connection between marketing and psychology in a business context. 2.Students will relate their learning about the relationship between and influence of psychological and sociological perspectives/theories on consumer behavior and marketing. 3.Students will learn critical thinking skills, and become familiar with the scientific method, and recognize the complexity of behavior.	1.Indenpendent Analysis 2.Professional Knowledge 8.Expression and Communication	20 70 10	Exercises Discussion Other Lecturing	Written Presentation Attendance Oral Presentation Assignment Other Quiz
Course Content and Homework/Schedule/Tests Schedule
Week Course Content Week 1 ***實際授課進度視修課學生學習狀況調整*** Introduction to the module Week 2 Part 1: The Science of Psychology: Mind and behavior [including five units] Unit 1. Introducing Psychology & Evolution of Psychology & Weekly in-class exercises Week 3 Unit 1.Introducing Psychology & Evolution of Psychology Unit 2.Disciplines of Psychology & Weekly in-class exercises Week 4 Unit 2.Disciplines of Psychology Unit 3.Consciousness and Emotion & Weekly in-class exercises Week 5 Unit 3.Consciousness and Emotion Unit 4.Personality & Tests & Weekly in-class exercises Week 6 Unit 4.Personality & Tests Unit 5.Social Psychology & Weekly in-class exercises Week 7 Spring Break Week 8 Unit 5.Social Psychology & Weekly in-class exercises Week 9 Behind the Screen: Psychoanalytic Insights into Film Week 10 Part 2: The Psychology-Based Approach to Marketing [including Three units] -Unit 1.Experimental Psychology Week 11 EXAM Week 12 Part 2: The Psychology-Based Approach to Marketing [including Three units] -Unit 1.Experimental Psychology -Unit 2.Decoy Effect & Weekly in-class exercises Week 13 Part 2: The Psychology-Based Approach to Marketing [including Three units] Unit 2.The Decoy Effect Unit 3.Marketing Application of Prospect Theory & Weekly in-class exercises Week 14 Part 2: The Psychology-Based Approach to Marketing [including Three units] Unit 3.Marketing Application of Prospect Theory & Weekly in-class exercises Week 15 Classroom Discussion Week 16 Experimental Report & Oral Presentation self-directed learning    02.Viewing multimedia materials related to industry and academia.
Evaluation
1.期中測驗 30% 2.習作與專題報告 50% 3.課堂與自主學習表現 20%
Textbook & other References
自編教材 參考書目: 1. 葉重新 (2020), 心理學, 心理出版社 2. Andrews, Van Leeuwen, and Van Baaren (2013), Hidden Persuasion: 33 Psychological Influences Techniques in Advertising, BIS Publish 3. Sternberg (2017), Cognitive Psychology, (Looseleaf Edition) 雙葉書局代理
Teaching Aids & Teacher's Website
興大NCHU iLearning 3.0 (https://lms2020.nchu.edu.tw/)
Office Hours
Wednesday: 12:30~13:30 (by appointment)
Sustainable Development Goals, SDGs(Link URL)
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Update Date, year/month/day：2026/02/07 13:26:23	Printed Date, year/month/day：2026 / 5 / 25
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