本課程主要向同學介紹消費者行為相關理論及實務，讓同學能了解行銷人員除了行為資料外，可由哪些面向深度挖掘消費者需求。課程涵蓋議題包括：
•當代消費者行為的範疇、消費者福址與行銷之間的關係
•認知、記憶、學習，動機、情感，態度，溝通等消費心理理論
•影響消費者行為因素：自我、人格特質、生活型態以及文化、所得、社會階層及其他群體及社群媒體。
•了解消費者決策過程
本課程除教師授課外，還包括小組報告和個案討論研究，以提高同學分析及溝通能力。

The purpose of the course is to provide an understanding of theories and practices about consumer behaviour so that students can understand what marketers in an organization can do to deeply explore consumer needs, except using behavioural data. The course is structured around the key important consumer decision process, namely how they perceive, search, purchase and dispose of the products and services. Several issues will be addressed via a number of lectures:
• The scope of contemporary consumer behaviour, the association between consumer welfare and marketing
• Perception, memory, learning, motivation, affect, attitude, communication and other consumer psychology theories
• Factors influencing consumer behaviour such as self, personality, lifestyle and culture, income, social class, group influence and social media.
• Consumer decision-making process
Besides lectures, this course also includes group projects and case studies to improve students' analysis and communication skills.