行銷理論

Marketing Theory

學期

112-1

學分

3 學分

當期課號

537018

永久課號

MGMS30117

開課單位

管理科學系

授課教師

欒紀成

校區

光復

類別

選修

上課時間表

節	週三
5 13:20–14:10	行銷理論 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

概述

本課程利用相關學術文章討論各種行銷理論。藉由行銷理論使學生能利用與整合所學行銷管理知識培養批判性思考的能力。

先修科目

行銷學、行銷管理

教學方式

可利用本校圖書館電子資料庫搜尋期刊全文

評分方式

(1) 小組期中和期末報告、組內互評 (50%) (2) 平常分數 (出席率、互動表現等50%)

週次計畫

週次	主題
第 1 週	課程簡介
第 2 週	行銷評論Sample, K. L., Hagtvedt, H., &amp Brasel, S. A. (2020). Components of visual perception in marketing contexts: A conceptual framework and review. Journal of the Academy of Marketing Science, 48(3), 405-421.
第 3 週	消費者心理Elder, R. S., &amp Krishna, A. (2021). A Review of Sensory Imagery for Consumer Psychology. Journal of Consumer Psychology.
第 4 週	行銷大數據分析Huang, M. H., &amp Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30-50.
第 5 週	品牌行銷Huang, X., Huang, Z., &amp Wyer Jr, R. S. (2018). The Influence of Social Crowding on Brand Attachment. Journal of Consumer Research, 44(5), 1068-1084.
第 6 週	新產品行銷Reich, T., Kupor, D. M., &amp Smith, R. K. (2018). Made by Mistake: When Mistakes Increase Product Preference. Journal of Consumer Research, 44(5), 1085-1103.
第 7 週	訂價Hock, S. J., &amp Bagchi, R. (2018). The Impact of Crowding on Calorie Consumption. Journal of Consumer Research, 44(5), 1123-1140.
第 8 週	期中報告
第 9 週	行銷溝通Otterbring, T., Ringler, C., Sirianni, N. J., &amp Gustafsson, A. (2018). The Abercrombie &amp Fitch effect: The impact of physical dominance on male customers’ status-signaling consumption. Journal of Marketing Research, 69-79.
第 10 週	零售業行銷Grewal, D., &amp Roggeveen, A. L. (2020). Understanding retail experiences and customer journey management. Journal of Retailing, 96(1), 3-8.
第 11 週	網路行銷 Zhang, Y., Trusov, M., Stephen, A. T., &amp Jamal, Z. (2017). Online shopping and social media: friends or foes? Journal of Marketing, 81(6), 24-41.
第 12 週	服務業與時尚行銷Sun, J. J., Bellezza, S., &amp Paharia, N. (2021). Buy Less, Buy Luxury: Understanding and Overcoming Product Durability Neglect for Sustainable Consumption. Journal of Marketing, 85(3), 28-43.
第 13 週	善因行銷Peloza, J., White, K., &amp Shang, J. (2013). Good and guilt-free: The role of self-accountability in influencing preferences for products with ethical attributes. Journal of Marketing, 77(1), 104-119.
第 14 週	社會與非營利行銷Lee, S., &amp Pounders, K. R. (2019). Intrinsic versus extrinsic goals: The role of self-construal in understanding consumer response to goal framing in social marketing. Journal of Business Research, 94, 99-112.
第 15 週	國際行銷Ng, S., Faraji-Rad, A., &amp Batra, R. (2021). Uncertainty evokes consumers’ preference for brands incongruent with their global–local citizenship identity. Journal of Marketing Research, 58(2), 400-415.
第 16 週	期末報告

教科書

Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Journal of Consumer Psychology等SSCI期刊

Office Hours

時間: by appointment
聯絡方式: cluan@nycu.edu.tw