NCHU Course Outline
Course Name (中) 流通管理(7680)
(Eng.) Distribution Management
Offering Dept Executive Master Program in Business Administration
Course Type Elective Credits 3 Teacher WANG,JIANA-FU et al.
Department Executive Master Program in Business Administration / (W)Graduate Language Chinese Semester 2026-SPRING
Course Description 通路是探討如何將公司的產品或服務傳遞給顧客的過程。在本課程，學生將能學習通路管理的觀念、發展以及管理技能，此外，課程中若干主題亦將以個案討論導引學生進一步體會通路管理的實務議題，並融合其他行銷課程的議題進行觀念的連結。
課程分為四個部分：
1. 通路管理的簡介，
2. 通路管理的架構以及策略發展，
3. 由行銷4P的角度來說明通路管理的內容，
4. 通路管理的應用與個案探討。

本課程前八週由行銷系武為棣老師授課，後八週由行銷系王建富老師授課。
Prerequisites
Relevance of Course Objectives and Core Learning Outcomes(%) Teaching and Assessment Methods for Course Objectives
Course Objectives Competency Indicators Ratio(%) Teaching Methods Assessment Methods
介紹通路管理的架構，並以行銷角度來進行個案解說，幫助學生對通路管理有更深入了解。
1.
2.
4.
50
10
40
Lecturing
Discussion
Exercises
Oral Presentation
Attendance
Written Presentation
Course Content and Homework/Schedule/Tests Schedule
Week Course Content
Week 1 Channel Concepts and The Channel Participants
Week 2 The Environment of Marketing Channels
Week 3 Behavioral Processes in Marketing Channels
Week 4 Strategy in Marketing Channels
Week 5 Designing the Marketing Channel
Week 6 Selecting the Channel Members
Week 7 Target Markets and Channel Design Strategy
Week 8 Motivating Channel Members
Week 9 Product, Pricing, and Promotion Issues in the Marketing Channel (1)
Week 10 Product, Pricing, and Promotion Issues in the Marketing Channel (2)
是否因勞動節連假調課，俟開課後與同學討論
Week 11 Costs for Entering Channels
Week 12 Channel Assessment
Week 13 演講(暫訂)
Week 14 期末個案簡報與研討
Week 15 The Effects of Channel Patterns on Revenue
可能會調整上課時間，俟開課後與同學討論
Week 16 O2O and Omni-channel
可能會調整上課時間，俟開課後與同學討論
self-directed
learning		    02.Viewing multimedia materials related to industry and academia.
   05.Participation in various workshops organized by different departments of NCHU.
Evaluation
1-8週的部分:
-課堂參與及出席狀況 20%
-期中報告 30%
9-16週的部分:
-課堂參與討論 20%
-出缺席狀況 10%
-期末個案報告 20%
Textbook & other References
主要教科書: Marketing Channels: A Management View 8/e, 作者：Bert Rosenbloom, ISBN：0324186932, 出版商：Cengage Learning, 2011年8版。
參考教科書: Marketing Channel Strategy 8/e, 作者: Palmatier, Stern and El-Ansary, ISBN: 1292060468,出版商: Pearson, 2015年8版。
Teaching Aids & Teacher's Website
講義及個案於課堂發放。
Office Hours
請另行與老師洽訂時間。
Sustainable Development Goals, SDGs(Link URL)
08.Decent Work and Economic Growth   12.Responsible Consumptioninclude experience courses：N
Please respect the intellectual property rights and use the materials legally.Please respect gender equality.
Update Date, year/month/day：2026/01/24 10:44:10 Printed Date, year/month/day：2026 / 5 / 25
The second-hand book website：http://www.myub.com.tw/