善因行銷
Cause-Related Marketing
| 節 | 週二 |
|---|---|
5 13:20–14:10 | 善因行銷 M116 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
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%)
| 週次 | 主題 |
|---|---|
| 第 1 週 | 課程簡介 |
| 第 2 週 | 利社會行為 |
| 第 3 週 | 環境友善行為 |
| 第 4 週 | 反消費行為 |
| 第 5 週 | 善因行銷活動 |
| 第 6 週 | 企業社會責任 |
| 第 7 週 | 企業參與社會議題 |
| 第 8 週 | No class |
| 第 9 週 | 期中報告 |
| 第 10 週 | 社會影響 |
| 第 11 週 | 跨文化議題 |
| 第 12 週 | 政治消費 |
| 第 13 週 | 慈善捐助 |
| 第 14 週 | 善因產品設計 |
| 第 15 週 | 道德相關情緒 |
| 第 16 週 | 期末報告 |
| 第 17 週 | |
| 第 18 週 |
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@nycu.edu.tw