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.
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
|✔ Specialist skills||✔ Intercultural skills||✔ Communication skills||Critical thinking skills||✔ Practical and/or problem-solving skills|
Lecture, simulation, and presentation by students.
|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.|
(Required) PharmaSim Simulation Software License. All students must purchase this license to participate in the simulation.
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.
Class Discussion Attendance 20%
Group Work （case studies ) 30%
PharmaSim Simulation 50%
Students must have successfully completed Introduction to Management (IEE.D201) or have equivalent knowledge.
Study pace and timing is subject to change.