- Lecturer
- Chung Su-Lin
- Place
- Tue5-6(W9-201)
- Credits
- Lecture2 Exercise0 Experiment0
- Code
- 67071
- Syllabus updated
- 2010/3/22
- Lecture notes updated
- 2010/3/22
- Semester
- Spring Semester
Outline of lecture
This course shows students how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference. The major themes of this course are: Channel Flows and Efficiency Analysis, Channel Structure and Intensity, Channel Power, Managing Conflict to Increase Channel Coordination, Strategic Alliances in Distribution, Vertical Integration in Distribution, Retailing, Wholesaling, Franchising, Supply Chain Management, and Internationalization of Retailers.
Purpose of lecture
This course shows students how to design, develop, maintain and manage effective
relationships among worldwide marketing channels in order to achieve sustainable
competitive advantages by using strategic and managerial frames of reference.
Our analysis of case studies focuses on distribution in Japan and strategic issues of
international retailers.
Plan of lecture
1st Week Introduction to Marketing Channels
2nd Week Segmentation for Marketing Channel Design
3rd Week Case studies / Oral presentation (1)
4th Week Channel Power
5th Week Managing Conflict to Increase Channel Coordination
6th Week Case studies / Oral presentation (2)
7th Week Strategic Alliances in Distribution
8th Week Vertical Integration in Distribution
9th Week Case studies / Oral presentation (3)
10th Week Retailing/ Wholesaling
11th Week Case studies / Oral presentation (4)
12th Week Franchising
13th Week Logistics and Supply Chain Management
14th Week Case studies / Oral presentation (5)
Textbook and reference
Anne T. Coughlan, Erin Anderson, Louis W. Stern, Adel I. El-Ansary,
Marketing Channels, 7th Edition, Pearson Education, 2006. (ISBN 0131275550)
蜿り譖ｸ遲
Yoshiro Miwa, Kiyohiko G. Nishimura, Distribution in Japan, Oxford university press, 2002.
John Dawson, Roy Larke and Masao Mukoyama, Strategic Issues in International
Retailing, Routledge, 2006.
Related and/or prerequisite courses
Recommended completion corporate management, marketing, or their equivalents.
Evaluation
Class participation: 30%
Oral presentation : 40%
Written assignment (A4, at least 4 pages, single-space) : 30%
Comments from lecturer
Students are expected to read assigned materials, prepare for, and actively
participate in class discussion. Please come to class on time.
