課 程 概 述
Course Description

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
3705010 通路策略與管理 Channel Management 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之基本理論與整體架構,明瞭行銷通路與行銷管理的關係,知道並熟悉行銷通路的分析與研究方法,討論行銷通路的發展趨勢。而授課主題包括通路的本質、功能與流程,通路結構,通路行為,通路溝通,通路策略及通路續效評估等。
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, and a term paper.

備註:

  1. 本資料係由本校各教學單位、教務處課務組、進修部教務組、進修學院教務組及計網中心所共同提供!
  2. 本資料僅供參考,正式資料仍以教務處、進修部、進修學院所公佈之書面資料為準。