| 國立中興大學教學大綱 |
| 課程名稱 | (中) 行銷心理學(2221) | ||||||||
| (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 | 英文/EMI | N | 開課學期 | 1092 | ||
| 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) |
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| 先修課程名稱 | 課程含自主學習 | N | |||||||
| 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. |
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| 授課內容(單元名稱與內容、習作/每週授課、考試進度-共18週) | ||||||||||||||||||||
| Introduction to the module (W 1) Part 1: The Science of Psychology: Mind and behavior (W2~W8) --Introducing Psychology --The Evolution of Psychology --Disciplines of Psychology --Psychology in Everyday Life (including in-class exercises to improve learning in every lecture class) Part 2 and Part 3 are the design of interactive learning (W9-W18) --Part 2: The Psychology-Based Approach to Marketing: including scarcity & urgency, decoy effect, and so on (further detail will be provided in the handout of Lecture 01) --Part3: Thinking Critically & Reasoning: Real Impacts & Practice Tasks |
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| 學習評量方式 | ||||||||||||||||||||
| 1. 習作 40% 2. 期末專題報告50% 3. 出席狀況 10% |
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| 教科書＆參考書目(書名、作者、書局、代理商、說明) | ||||||||||||||||||||
| 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 |
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| 課程教材（教師個人網址請列在本校內之網址） | ||||||||||||||||||||
| 興大NCHU iLearning (https://lms.nchu.edu.tw/) | ||||||||||||||||||||
| 課程輔導時間 | ||||||||||||||||||||
| Tuesday and Wednesday 12:30-13:30 (by appointment). | ||||||||||||||||||||
| 聯合國全球永續發展目標 | ||||||||||||||||||||
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| 請尊重智慧財產權及性別平等意識，不得非法影印他人著作。 | |
| 更新日期 西元年/月/日：無 | 列印日期 西元年/月/日：2024 / 9 / 10 |
| MyTB教科書訂購平台：http://www.mytb.com.tw/ | |