Course Syllabus

Course Information：

Year-Semester Course Number Course Name Phase Credits Hours Required/Elective Instructor Class Student NO. Withdraw Note

Spring Semester
Year 2025 345855 Consumer Behavior in Entrepreneurship 1 2.0 2 △ 羅彥棻職博雅課程(一) 19 0 　

Year-Semester	Course Number	Course Name	Phase	Credits	Hours	Required/Elective	Instructor	Class	Student NO.	Withdraw	Note
Spring Semester Year 2025	345855	Consumer Behavior in Entrepreneurship	1	2.0	2	△	羅彥棻	職博雅課程(一)	19	0

Course Plan：

Instructor 　

Email fenlo@mail.usc.edu.tw

Last Updated 2024-12-22 23:17:43

Course Objective 創業者在新創事業時，須考慮消費者對新創事業產品(新創產品)之瞭解及接受程度。如果能在創業之初對消費者進行新創產品之消費者行為調查，可使新創事業在成立之初即找出目標顧客群，並分析出目標顧客的消費偏好，例如：對新創產品的品質要求、功能偏好、購買可能金額、消費通路類別等，創業者可依所瞭解目標顧客的消費偏好，規劃適當的行銷方案，而提高創業成功的機會。 Entrepreneurs should consider consumers’ understanding and acceptance of new products (innovative products) in their new ventures. If a start-up company conducts consumer behavior survey in the beginning, the new business is able to identify the target customer base from the start, and analyze the target consumer preferences, including quality requirements, functional preferences, amount of possible purchase, types of consumer access. By understanding target consumer preferences, entrepreneurs can plan appropriate marketing programs, and improve business opportunities for success.

Course Schedule 1 課程介紹、分組 2 了解消費者行為 3 消費者行為與行銷策略 4 知覺與學習 5 記憶與知識 6 動機、價值觀與涉入 7 自我人格與生活型態 8 態度形成與改變 9 消費者情感 10 期中考 11 消費者購買決策過程 12 購買情境與購後過程 13 獲得與處置 14 文化與次文化 15 團體與人際影響 16 家庭影響 17 網路消費者行為 18 期末考

Evaluation and grading policy 期中考 25% (在於典範學習與啟發思辨的內化與評估) 期末考 25% (在於體驗反思與正向期許的自我期望與成效之檢視) 課堂個案研討 50%(涵蓋創新品德教育6E的教學法與評量)

Materials All right reserved. Do not reproduce without permission.

Foreign-language textbooks:No
消費者行為廖淑伶馬友蕙 2020 第三版高立圖書

The access to curricular consultation fenlo@g2.usc.edu.tw

The course corresponds to the SDGs SDG4：優質教育（Quality Education）
SDG12：負責任的消費與生產（Responsible Consumption and Production）

Does the course incorporate AI

Note
SDGs 4 & 12 涵蓋於各週的課程內容

Instructor
Email	fenlo@mail.usc.edu.tw
Last Updated	2024-12-22 23:17:43
Course Objective	創業者在新創事業時，須考慮消費者對新創事業產品(新創產品)之瞭解及接受程度。如果能在創業之初對消費者進行新創產品之消費者行為調查，可使新創事業在成立之初即找出目標顧客群，並分析出目標顧客的消費偏好，例如：對新創產品的品質要求、功能偏好、購買可能金額、消費通路類別等，創業者可依所瞭解目標顧客的消費偏好，規劃適當的行銷方案，而提高創業成功的機會。 Entrepreneurs should consider consumers’ understanding and acceptance of new products (innovative products) in their new ventures. If a start-up company conducts consumer behavior survey in the beginning, the new business is able to identify the target customer base from the start, and analyze the target consumer preferences, including quality requirements, functional preferences, amount of possible purchase, types of consumer access. By understanding target consumer preferences, entrepreneurs can plan appropriate marketing programs, and improve business opportunities for success.
Course Schedule	1 課程介紹、分組 2 了解消費者行為 3 消費者行為與行銷策略 4 知覺與學習 5 記憶與知識 6 動機、價值觀與涉入 7 自我人格與生活型態 8 態度形成與改變 9 消費者情感 10 期中考 11 消費者購買決策過程 12 購買情境與購後過程 13 獲得與處置 14 文化與次文化 15 團體與人際影響 16 家庭影響 17 網路消費者行為 18 期末考
Evaluation and grading policy	期中考 25% (在於典範學習與啟發思辨的內化與評估) 期末考 25% (在於體驗反思與正向期許的自我期望與成效之檢視) 課堂個案研討 50%(涵蓋創新品德教育6E的教學法與評量)
Materials	All right reserved. Do not reproduce without permission. Foreign-language textbooks:No 消費者行為廖淑伶馬友蕙 2020 第三版高立圖書
The access to curricular consultation	fenlo@g2.usc.edu.tw
The course corresponds to the SDGs	SDG4：優質教育（Quality Education） SDG12：負責任的消費與生產（Responsible Consumption and Production）
Does the course incorporate AI
Note	SDGs 4 & 12 涵蓋於各週的課程內容