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課程名稱

消費者行為洞察

Course Name

CONSUMER BEHAVIOR INSIGHTS

課程敘述

本課程目的在探討搜尋、評估、購買及使用產品或服務等過程中各式消費者行為及其可能影響其行為之因素等,以進行消費行為理論基礎的學習,再者,結合消費商業真實數據進行分析與判讀,融合理論進行實務應用之探討。

Course Description

The purpose of this course is to study the theory of consumer behaviors in the process of search, evaluation, purchasing and usage. With the emphasis on consumer decision strategy, we use both a theoretical and an applications-oriented approach. An integrated framework of consumer analysis is provided to organize the understanding of consumer needs and the knowledge of using consumer behavior information in marketing strategy making.

課程名稱

消費者行為洞察

Course Name

CONSUMER BEHAVIOR INSIGHTS

課程敘述

本課程目的在探討搜尋、評估、購買及使用產品或服務等過程中各式消費者行為及其可能影響其行為之因素等,以進行消費行為理論基礎的學習,再者,結合消費商業真實數據進行分析與判讀,融合理論進行實務應用之探討。

Course Description

The purpose of this course is to study the theory of consumer behaviors in the process of search, evaluation, purchasing and usage. With the emphasis on consumer decision strategy, we use both a theoretical and an applications-oriented approach. An integrated framework of consumer analysis is provided to organize the understanding of consumer needs and the knowledge of using consumer behavior information in marketing strategy making.

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