行銷專題
Seminar in Marketing
學期
106-2
學分
3
學分
當期課號
5500
永久課號
IMS5408
開課單位
管理科學系
授課教師
張家齊
校區
光復
類別
選修
上課時間表
| 節 | 週四 |
|---|---|
5 13:20–14:10 | 行銷專題 M104 3 節連堂 |
6 14:20–15:10 | |
7 15:30–16:20 |
* 根據陽明交大上課時間表所列
週次計畫
| 週次 | 主題 |
|---|---|
| 第 1 週 | Course introduction |
| 第 2 週 | Scale development -Barry J. Babin, William R. Darden, Mitch Griffin (1994), “Work and/or fun: measuring hedonic and utilitarian shopping value,” Journal of Consumer Research. Vol. 20, p.644-656 |
| 第 3 週 | Word-of-Mouth -L. Jean Harrison-Walker(2001), “The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents,” Journal of Service Research, Vol.4, No.1,p.60-75 |
| 第 4 週 | Conference leave |
| 第 5 週 | Service recovery -Anna S Mattila, David Cranage (2005), “The impact of choice on fairness in the context of service recovery,”The Journal of Services Marketing, Vol. 19, Iss. 5; p. 271 (9 pages) |
| 第 6 週 | Buyer-Seller Relationship -Linda L. Price, Eric J. Arould (1999), “Commercial Friendships: Service Provider-Client Relationships in Context,” Journal of Marketing. 1999. Vol. 63 p. 38-56 |
| 第 7 週 | Buyer-Seller Relationship -David T. Wilson (2000), “Deep relationships: The case of the vanishing salesperson,” Journal of Personal Selling & Sales Management, Volume XX, Number 1, p. 53-61 |
| 第 8 週 | E-commerce -Lukas P Forbes, Scott W Kelley, K Douglas Hoffman (2005), “Typologies of e-commerce retail failures and recovery strategies,” The Journal of Services Marketing, Vol. 19, Iss. 5; p.280 (13 pages) |
| 第 9 週 | Service -Keaveenvy, S.M., “Customer switching behavior in service industries: an exploratory study,” Journal of Marketing, 1995. 59(2): p. 71-82 |
| 第 10 週 | Customer Satisfaction -Robert A. Peterson, William R. Wilson(1992), “Measuring customer satisfaction,” JAMS, Winter 1992, p.61-71 |
| 第 11 週 | Choices -John Berger and Grainne Fitzsimons(2008),”Dogs on the street, Pumas on your feet: How Cues in the Environment Influence Product Evaluation and Choice” JMR,Vol.XLV,p.1-14 |
| 第 12 週 | Reflective vs. formative -Cheryl Burke Jarvis, Scott B. Mackenzie, Philip M. Podsakoff (2003), “A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research,” Journal of Consumer Research, Vol. 30, p.199-218 |
| 第 13 週 | Service quality -A. Parasuraman, Valarie A. Zeithaml(1988), “Servqual: A multiple-item scale for measuring consumer perceptions of service quality,” Journal of Retailing, Vol.64, No.1, p.12-40 |
| 第 14 週 | Cognitive dissonance -Joshua Aronson, Geoffery Cohen, and Paul R. Nail (1999), chapter 1 in Cognitive dissonance, Eddie Harmon-Jones, Judson Mills. Wahington, DC: American Psychological Association, 127-147 |
| 第 15 週 | Branding -Roland T. Rust, Vlalarie A Zeithaml, Katherine N. Lemon(2004), “Customer-centered Brand Management,” Harvard Business Review, Sep. 2004, p.110-118 |
| 第 16 週 | Branding -Keith S. Coulter, Girish N. Puni(2004), “The effects of cognitive resource requirements, availability, and argument quality on brand attitudes,” Journal of Advertising, Vol.33 No.4, p.53-64 |
| 第 17 週 | Mediation analyis -Reuben M. Baron and David A. Kenny(1986), “The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations,” Journal of Personality and Social Psychology, Vol. 51, No. 6, 1173-1182 |
| 第 18 週 | Mediation analysis -Dominique Muller, Charles M. Judd, Vincent Y. Yzerbyt (2006),“ When Moderation is Mediated and Mediation is Moderated” |