2020 Distribution and Marketing

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Academic unit or major
Graduate major in Industrial Engineering and Economics
Chung Su-Lin 
Class Format
Lecture    (ZOOM)
Media-enhanced courses
Day/Period(Room No.)
Mon5-6(W931)  Thr5-6(W931)  
Course number
Academic year
Offered quarter
Syllabus updated
Lecture notes updated
Language used
Access Index

Course description and aims

This course will provide students the systematic outline of distribution and marketing. The major themes are: Distribution Functions and Channel Flows, Marketing Channel Decision, Digital Communications, Retailing, Wholesaling, and Logistics, Retail Marketing and Strategy, Retailing Internationalization.
Through lectures, case studies and simulations, the course enables students to have a solid foundation in distribution and marketing.

Student learning outcomes

By the end of this course, the student will be able to:
1) Explain the social functions and structure of distribution.
2) Explain how to design and manage the marketing channel.
3) Explain the major types, functions, and strategies of retailers and wholesalers.
4) Explain the impact of IT and internationalization and solution for its tasks.


Distribution, marketing channels, retailing, wholesaling, retail internationalization

Competencies that will be developed

Specialist skills Intercultural skills Communication skills Critical thinking skills Practical and/or problem-solving skills

Class flow

Lecture, simulation, and presentation by students.

Course schedule/Required learning

  Course schedule Required learning
Class 1 Introduction: Distribution, Commerce, and Marketing Understand the definition of distribution and difference between distribution, commerce, and marketing.
Class 2 Distribution Function and System Understand the functions of distribution and the concept of channel flows.
Class 3 Marketing and Marketing Channel Decision(1) Explain core marketing concepts.
Class 4 Marketing and Marketing Channel Decision(2) / Start Simulation Explain how to design the marketing channel.
Class 5 Retailing, Wholesaling, and Logistics Explain the functions of retailers and wholesalers.
Class 6 Managing Digital Communications: Online, Social Media, and Mobile Explain how can companies carry out effective social media campaigns.
Class 7 Tapping into Global Markets Will be instructed in the class.
Class 8 Internationalization of Retailing/Case studies by students Explain the general situation and outline of retailing internationalization.
Class 9 Strategic Retail Expansion/Case studies by students Describe entry strategies available to international retailers.
Class 10 Location Factors/Case studies by students Explain the importance of location in expansion decisions.
Class 11 Culture and Consumer Behavior/Case studies by students Explain why culture affects international retailing.
Class 12 Retailing in Developing and Emerging Markets/Case studies by students Explain why pricing and product mix needs to be adjusted to fit the local economy.
Class 13 Retailing in Multinational Markets/Case studies by students Describe the benefits and drawbacks of multinational trade cooperation.
Class 14 Final presentation Review your presentation.

Out-of-Class Study Time (Preparation and Review)

To enhance effective learning, students are encouraged to spend approximately 100 minutes preparing for class and another 100 minutes reviewing class content afterwards (including assignments) for each class.
They should do so by referring to textbooks and other course material.


(Required) PharmaSim Simulation Software License. All students must purchase this license to participate in the simulation.

Reference books, course materials, etc.

Handouts will be distributed at the beginning of class when necessary and elaborated on using PowerPoint slides.PowerPoint documents that are to be used in class will be made available in advance via the OCW-i system. Students are expected to use these documents for preparation and review purposes.

Assessment criteria and methods

Class Discussion Attendance 20%
Group Work (case studies ) 30%
PharmaSim Simulation 50%

Related courses

  • IEE.D203 : Marketing
  • IEE.C433 : Advanced Course of Management

Prerequisites (i.e., required knowledge, skills, courses, etc.)

Students must have successfully completed Introduction to Management (IEE.D201) or have equivalent knowledge.


Study pace and timing is subject to change.

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