國立中興大學教學大綱

課程名稱	(中) 行銷心理學(2220)
	(Eng.) Marketing Psychology
開課單位	行銷系
課程類別	選修	學分	3	授課教師	羅惠宜
選課單位	行銷系 / 學士班	授課使用語言	中文	開課學期	1142
課程簡述	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)
先修課程名稱

課程與核心能力關聯配比(%)

課程目標之教學方法與評量方法

課程目標

核心能力

配比(%)

教學方法

評量方法

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.獨立分析

2.專業知識

8.表達溝通

習作

討論

其他

講授

書面報告

出席狀況

口頭報告

作業

其他

測驗

授課內容(單元名稱與內容、習作/每週授課、考試進度-共16週加自主學習)

週次	授課內容
第1週	*實際授課進度視修課學生學習狀況調整* Introduction to the module
第2週	Part 1: The Science of Psychology: Mind and behavior [including five units] Unit 1. Introducing Psychology & Evolution of Psychology & Weekly in-class exercises
第3週	Unit 1.Introducing Psychology & Evolution of Psychology Unit 2.Disciplines of Psychology & Weekly in-class exercises
第4週	Unit 2.Disciplines of Psychology Unit 3.Consciousness and Emotion & Weekly in-class exercises
第5週	Unit 3.Consciousness and Emotion Unit 4.Personality & Tests & Weekly in-class exercises
第6週	Unit 4.Personality & Tests Unit 5.Social Psychology & Weekly in-class exercises
第7週	Spring Break
第8週	Unit 5.Social Psychology & Weekly in-class exercises
第9週	Behind the Screen: Psychoanalytic Insights into Film
第10週	Part 2: The Psychology-Based Approach to Marketing [including Three units] -Unit 1.Experimental Psychology
第11週	EXAM
第12週	Part 2: The Psychology-Based Approach to Marketing [including Three units] -Unit 1.Experimental Psychology -Unit 2.Decoy Effect & Weekly in-class exercises
第13週	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
第14週	Part 2: The Psychology-Based Approach to Marketing [including Three units] Unit 3.Marketing Application of Prospect Theory & Weekly in-class exercises
第15週	Classroom Discussion
第16週	Experimental Report & Oral Presentation
自主學習內容	02.閱覽產業及學術相關多媒體資料

學習評量方式

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%

教科書＆參考書目(書名、作者、書局、代理商、說明)

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

課程教材（教師個人網址請列在本校內之網址）

興大NCHU iLearning 3.0 (https://lms2020.nchu.edu.tw/)

課程輔導時間

Wednesday: 12:30~13:30 (by appointment)

聯合國全球永續發展目標(連結網址)

提供體驗課程：N

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更新日期西元年/月/日：2026/02/07 13:26:23	列印日期西元年/月/日：2026 / 3 / 22
MyTB教科書訂購平台：http://www.mytb.com.tw/