| 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 |
|---|---|---|---|---|
| 5705272 | 國際行銷通路管理 | International Distribution Strategy & Marketing Channels | 3.0 | 3 |
| 中文概述 Chinese Description | 行銷和通路管理是商業價值鏈活動中重要的環節。在日益複雜和充滿挑戰的競爭環境下，組織須有效地選擇和管理行銷通路，以建立與全球重要合作伙伴的信任關係。本課程內容包括：企業供應鏈與價值鏈、行銷通路的運營和組成、通路結構決策、全球行銷物流管理、供應鏈管理、以及零售和批發通路管理。 | |||
| 英文概述 English Description | Marketing and distribution channels management is an essential aspect of commercial activities. Today’s ever more complex and challenging competitive scenario makes it necessary for organisations to know how to effectively select and manage marketing channels creating partnerships capable of generating value and trust and avoiding conflicts in a global context. The module content includes: Company supply chains and value network, Operation and organisation of a channel, Channel structure decisions, Marketing logistics and supply chain management, and Retail and wholesale distribution. | |||
備註：