課程名稱 |
行銷通路管理 Marketing Channel Management |
開課學期 |
105-2 |
授課對象 |
管理學院 工商管理學系 |
授課教師 |
簡怡雯 |
課號 |
MBA5008 |
課程識別碼 |
741 U3090 |
班次 |
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學分 |
3.0 |
全/半年 |
半年 |
必/選修 |
選修 |
上課時間 |
星期一6,7,8(13:20~16:20) |
上課地點 |
管二303 |
備註 |
限本系所學生(含輔系、雙修生) 且 限學士班三年級以上 總人數上限:60人 |
Ceiba 課程網頁 |
http://ceiba.ntu.edu.tw/1052MBA5008_ |
課程簡介影片 |
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核心能力關聯 |
核心能力與課程規劃關聯圖 |
課程大綱
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課程概述 |
Course Objective:
In this course, students will learn the basic concept of marketing channels, the procedure of designing marketing channels, the development of channel strategies, and the management of marketing channels. Students will study the qualitative and quantitative factors involved in selecting, developing, managing, maintaining, and evaluating channels of distribution. Special focus will be placed on identifying conflicts, exerting powers, building relationships and trusts among channel players in establishing sustainable, competitive advantages over competitors. In addition to learning of fundamental theories, students will discuss channel-related Harvard Business School cases, participate in company visits, and engage in several business case studies in class to enhance the abilities of applying theories to resolving channel issues in real business world.
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課程目標 |
Learning Objective:
1) Understand the concepts of marketing channels, and their importance.
2) Know the vocabulary of marketing channels and the names of the various channel participants.
3) Understand the environment of marketing channels.
4) Learn the various conflicts existing in the channel relations and how to use powers to solve the conflicts.
5) Learn the various channel strategies.
6) Learn the steps and processes for designing a channel.
7) Learn how to motivate channel members to build a win-win strategy and long-term cooperative relationship.
8) Understand the channel issues related to product, price, and promotion strategies.
9) Learn the strategies in the direct channels and electronic channels. |
課程要求 |
mid-term exam, final exam, HBS study, channel issue assignment |
預期每週課後學習時數 |
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Office Hours |
備註: 4:20-5:20 Mon./ Tue. |
指定閱讀 |
Textbook:
Rosenbloom, Bert: Marketing Channels: A Management View, 8th edition
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參考書目 |
待補 |
評量方式 (僅供參考) |
No. |
項目 |
百分比 |
說明 |
1. |
Mid-Term Exam |
35% |
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2. |
Final Exam |
35% |
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3. |
Class Participation |
10% |
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4. |
HBS and channel issue assignment |
20% |
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週次 |
日期 |
單元主題 |
第1週 |
2/20 |
introduction |
第2週 |
2/27 |
holiday |
第3週 |
3/06 |
channel concept |
第4週 |
3/13 |
channel participants |
第5週 |
3/20 |
speech |
第6週 |
3/27 |
speech |
第7週 |
4/03 |
holiday |
第8週 |
4/10 |
channel environment |
第9週 |
4/17 |
behavioral process |
第10週 |
4/24 |
mid term |
第11週 |
5/01 |
speech |
第12週 |
5/08 |
strategy in channel |
第13週 |
5/15 |
motivate channel members |
第14週 |
5/22 |
product issue in channel |
第15週 |
5/29 |
holiday |
第16週 |
6/05 |
company visit |
第17週 |
6/12 |
promotion through channel |
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