| 課程編碼 Course Code | 中文課程名稱 Course Name (Chinese) | 英文課程名稱 Course Name (English) | 總學分數 Credits | 總時數 Hours |
|---|---|---|---|---|
| 4835063 | 互動行銷與消費者行為 | Interactive Marketing and Consumer Behavior | 3.0 | 3 |
| 中文概述 Chinese Description | 消費者會購買某項產品，絕大部分的因素不是產品本身，而是「產品被賦予的意義」讓消費者認同。這表示，「與消費者的互動」，是交易進行的基本元素。電子商務的興起，讓互動行銷的重要性大增，透過網路，企業有了一個和消費者直接對話的空間。 這帶來的是機會，也是挑戰。本課程在互動行銷方面，強調以消費者行為為出發點，用溝通觀點及體驗行銷觀點發展互動行銷策略，課程將以哈佛個案教學方式為主。 | |||
| 英文概述 English Description | Consumer behavior on the interactive media is different with the traditional commercial environment. The topics include interactivity, and virtual experience. Topics of this course include: the economic of electronic market, consumer behavior theory, virtual community, virtual experience, quality of interactivity, interactive technology, customer service on the Internet, levels of customer relationship, transaction cost theory, Internet business model, interactive technology and customer and channel relationship. Harvard Business School case method will be used. | |||
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