1.探討零售機構如何在「實體零售」、「網路零售」並用之行銷環境中，做好零售管理。
2.介紹傳統零售管理之理論與實務運用，同時讓同學了解零售公司活用下列數位科技之現況。
A.網際網路 ( 電子商務網站、官網、部落格、臉書、入口網站、網路服務、電子報等工具 )
B.行動平台 ( 手機簡訊、 手機購物、 手機上網、 APP、平板電腦等數位行銷工具 )
C.零售業資訊管理系統( POS銷售時點系統、 VMI供應商管理存貨系統等各種電腦資訊系統 )
3.培養學生具備A.市場洞察能力B.問題分析與解決能力C.溝通表達能力D.協調執行能力E.數位科技應用能力。
4.課程包含A.零售基本概念B.零售之發展趨勢C.零售策略規劃D.電子零售E.零售之行銷組合F.零售服務管理G.零售業之人力資源管理H.零售業的國際化等單元。
5.透過零售機構之實務影片案例與紙本案例之研討，增加學生的學習興趣。
6.學生就指定之中文實務案例，進行分析討論與報告，增加學習成效。1. Discuss how retail organizations can do a good job in retail management in a marketing environment that combines "physical retail" and "online retail".
2. Introduce the theory and practical application of traditional retail management, and at the same time let students understand the current situation of retail companies utilizing the following digital technologies.
A. Internet (e-commerce websites, official websites, blogs, Facebook, portals, online services, e-newsletters and other tools)
B. Mobile platform (mobile text messages, mobile shopping, mobile Internet, APP, tablets and other digital marketing tools)
C. Retail information management system (POS point-of-sale system, VMI supplier management inventory system and other computer information systems)
3. Cultivate students with A. Market insight ability B. Problem analysis and solution ability C. Communication and expression ability D. Coordination and execution ability E. Digital technology application ability.
4. The course includes A. Basic concepts of retail B. Development trends of retail C. Retail strategic planning D. Electronic retail E. Retail marketing mix F. Retail service management G. Human resource management of the retail industry H. Internationalization of the retail industry and other units.
5. Increase students' interest in learning through the discussion of practical video cases and paper cases of retail organizations.
6. Students analyze, discuss and report on designated Chinese practical cases to increase learning effectiveness.
零售管理，許英傑、黃淑姿著，2014年1月初版，前程文化事業有限公司
Retail Management, by Xu Yingjie and Huang Shuzi, first edition in January 2014, Qiancheng Culture Co., Ltd.
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
20 | 筆試 |
| 期末考期末考 final exam |
20 | 筆試 |
| 報告及平時成績報告及平時成績 Reports and daily results |
60 | 上課出席與討論、小組報告、個人報告各佔20% |
