Consumer Behavior

LIN, SHU-MEI


Consumer Behavior

Consumer Behavior LIN, SHU-MEI

CATEGORY Year Level Number of students taking the courses Curriculum Curriculum and Instructional Features
■Required Courses for College and Departments Sophomore 30 ■Department of Marketing and Logistics
Departmental required course		 ●Planning Objective:
    By incorporating the Consumer Behavior course with the Shenkeng commercial district, students are able to apply their theoretical knowledge to real-world situations by conducting field observations and analyzing consumption patterns within the district. In addition to comprehending the factors that influence consumer behavior, such as price, brand, and service quality, students can investigate the purchasing motivations, preferences, and consumption habits of local consumers. Furthermore, the course may incorporate assignments that require students to evaluate marketing strategies for specialty products such as Shenkeng tofu and investigate the potential of digital marketing or social media to attract a greater number of consumers. Additionally, students may conduct interviews with local business owners to gain insight into their operational models and obstacles, and to offer suggestions for enhancement. By integrating theory and practice, this method allows students to develop a more profound comprehension of consumer behavior and to provide significant support for the growth of the local commercial district.
●Instructional Features：
    The course emphasizes the resilience of local culture and the originality of the teaching approach by integrating the Consumer Behavior course with the Shenkeng commercial district. By combining classroom theory with field observations, students not only gain theoretical knowledge of consumer behavior but also apply it in a real-world business setting. Shenkeng’s commercial district, with its rich history and cultural elements such as Shenkeng tofu, tea production, and traditional beliefs, provides significant case studies for understanding consumer behavior. The teaching can underscore the importance of utilizing these cultural assets to attract consumers and maintain market competitiveness, as well as discussing the local commercial district's ability to respond to changes and exhibit cultural resilience in the face of globalization. Shenkeng's innovative marketing strategies and consumer relationship management can be examined by students in order to determine how the company maintains its traditions while managing modern challenges. This teaching method, which integrates cultural preservation with theoretical learning, not only improves students' academic performance but also demonstrates the Shenkeng commercial district's development potential and cultural resilience.
●Expected Social Impact:
    The cultural resilience of Shenkeng is demonstrated by its ability to maintain and express local characteristics, such as the artisanal production of Shenkeng tofu and the atmosphere of traditional markets, despite the pressures of globalization and modernization. This resilience reflects the community's solidarity and deep reverence for tradition, while also showcasing its capacity for continual adaptation and innovation. The continuous evolution of Shenkeng's culture stimulates the local economy, draws tourists, creates job possibilities, and enriches the community's social capital. The cultural resilience of Shenkeng corresponds with the United Nations Sustainable Development Goals (SDGs), particularly Goal 11: "Sustainable Cities and Communities," which promotes inclusive, secure, and resilient urban development through the preservation and enhancement of cultural assets. Moreover, the Shenkeng community's endorsement of small farmers and local enterprises aligns with Goal 8: "Decent Work and Economic Growth," and Goal 12: "Responsible Consumption and Production." Shenkeng exemplifies the amalgamation of local development with global objectives by harmonizing tradition with cultural innovation, hence fostering more inclusive and sustainable social advancement.