課程編碼 Course Code | 中文課程名稱 Course Name (Chinese) | 英文課程名稱 Course Name (English) | 總學分數 Credits | 總時數 Hours |
---|---|---|---|---|
5705252 | 通路策略與管理專題 | Seminar on Channel Strategy and Management | 3.0 | 3 |
中文概述 Chinese Description | 本課程目的在於讓學生瞭解通路策略與管理之重要理論與整體架構,明瞭通路成員間的關係,知道並熟悉行銷通路策略的分析、通路管理模式與研究方法,討論行銷通路的發展趨勢,透過個案研討使學生熟悉通路策略與管理模式之運作。而授課主題包括通路的本質、通路功能與流程、通路行為、通路策略與通路管理等。 | |||
英文概述 English Description | The Objective of this course is to discuss major topics in channels strategy and management. A marketing channel is viewed as an interorganizational system involved with the task of making goods, services, and concepts available for consumption by enhancing their time, place, and possession utilities. It is to introduce student concepts and skills to master major issues in the class. Through case study, students will develop skills in making Channel Strategic decisions. Course requirements are attendance, participation, presentations. The topics have function and flow of channel, channel behavior, channel strategy and channel management. |
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