| 當期課號 | 3129 | Course Number | 3129 |
|---|---|---|---|
| 授課教師 | 黃淑琴 | Instructor | HUANG,SHU CHIN |
| 中文課名 | 行銷通路管理 | Course Name | Marketing Channel Management |
| 開課單位 | 企業管理系(四進)三A | Department | |
| 修習別 | 選修 | Required/Elective | Elective |
| 學分數 | 3 | Credits | 3 |
| 課程目標 | 本課程主要在於指導學生行銷通路管理之相關理論及內涵，並輔以案教學，使學生從個案討論之訓練中充實行銷通路管理實務知識。本課程主要內容如下： 1、行銷通路管理概論 2、行銷通路結構 3、通路設計與規劃 4、通路管理 5、國際行銷通路 |
Objectives | The analyzing and designing of marketing channel management one the focus of this undergraduate level course.This course provides and analysis of marketing channel management and its importance in the economy and in business management. |
| 教材 | 翁景民.胡同來(2002),行銷通路,華泰。 授課教師補充講義與案例。 |
Teaching Materials | |
| 成績評量方式 | 出席與參與:30% 主題討論(虛擬):20% 期中考:20%(open book) 學期報告:30% |
Grading | Presence and participation:30% Discussion: 20% Mid-term examination:20%, Report:30% |
| 教師網頁 | 教學網站即將開張,敬請期待。 | ||
| 教學內容 | 一.通路原理 1.行銷通路：概論、結構、組織型態、功能與關係 2.零售、中間商、批發商 3.通路設計與規劃 4.管理行銷通路 5.行銷通路的績效評估 二.當代議題通路 1.國際行銷通路 2.關係行銷 3.虛擬通路 |
Syllabus | Section 1: Concepts of marketing channel management: 1. Marketing channel: basic concepts, structures, types of business organizations and members' relationship. 2. Retailer, Middle-Man and Wholesaler. 3. Design and planning of marketing channel. 4. Marketing channel management. 5. Performance evaluation of Marketing channel management Section 2: Contempory issues: 1. International marketing channel management. 2. Relationship Marketing. 2. Virtual Channel Management. |