善因行銷

Cause-related marketing is different from traditional marketing and focuses more on the appeal of making the world better off. It can be performed in various ways (e.g., charitable donation or recycling). The purpose of this course is to understand the marketing implications from the discussion of this issue on the top journals, and to develop critical thinking and logical reasoning for a research proposal.

Principles of Marketing or Marketing management

Pedagogy and other supplementary information (websites, TAs, handouts and/or databases): Electronic database from the University library and Google Scholar

Description of Course Details: 1. Discussion-based class 2. Evaluation and Grading Policy: Attendance and class participation (30%) Presentation of journal article (30%) Research proposal (40%)

Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Psychology, and other SSCI journals related to cause-related marketing.

時間

By appointment

聯絡方式

cluan@nctu.edu.tw