當期課號 |
3085 |
Course Number |
3085 |
授課教師 |
謝介人 |
Instructor |
, |
中文課名 |
零售業行銷 |
Course Name |
Retailing Marketing |
開課單位 |
企業管理系(二進)四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零售業行銷之相關理論及內涵,並輔以案教學,使學生從個案討論之訓練中充實零售業行銷與管理實務知識。本課程主要內容如下:零售市場展望、電子與非店舖零售、零售顧客行為、零售市場策略、零售區位、商品管理與店舖管理。 |
Objectives |
The analyzing and designing of retailing marketing focus on the undergraduate level course. This course provides and analysis of retailing marketing and its importance in the economy and in business management. Topics include: the world of retailing, electronic and no store retailing, the retail customer behavior, retail market strategy, retail location, merchandise management and store management. |
教材 |
1.零售管理.Dunne,Lusch & Gable原著.莊淑婷.陳寶妃譯.台北:高立圖書出版. 2.授課講義 |
Teaching Materials |
|
成績評量方式 |
1.口頭報告 30% 2.書面報告 30% 3.期中考 30% 4.出席 10% |
Grading |
1.Oral report 30% 2.Paper report 30% 3.Midterm exam 30% 4.Presention 10% |
教師網頁 |
|
教學內容 |
1.零售市場展望 2.零售策略與推廣手法演化分析 3.產業與競爭分析 4.確認市場區隔,選擇目標市場與產品差異化 5.廣告管理 6.店舖管理 7.創新管理 8.個案討論 |
Syllabus |
1.The world of retailing. 2.Retailing strategy & analysis of promoting style . 3.Competiting analysis. 4.STP strategy. 5.Adv. management. 6.Store management. 7.Inovation management. 8.Case study |