| 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 |
|---|---|---|---|---|
| 3706064 | 行銷通路與品牌策略 | Marketing Channel and Brand Strategy | 3.0 | 3 |
| 中文概述 Chinese Description | 本課程目的在於讓學生瞭解行銷通路與品牌策略之基本理論與整體架構，明瞭行銷通路與品牌策略的關係，知道並熟悉行銷通路與品牌策略的分析與研究方法，討論行銷通路與品牌策略的發展趨勢。而授課主題包括通路的本質、功能與流程，通路行為，通路策略及品牌功能，品牌權益與品牌策略等。 | |||
| 英文概述 English Description | The Objective of this course is to discuss major topics in marketing channel. 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 discussion, students will develop skills in making channel decisions. Course requirements are attendance, participation, presentations, brand function, and brand strategy. | |||
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