本課程是以零售管理的理論為課程基礎，以新近零售無店面商店管理場域的實例討論作為補充。整學期授課內容涵蓋零售基本概念、新零售4.0、新智慧零售環境、數位行銷與服務創新等、OTO營銷模式(online to offline)、新智慧零售設施與工具、零售規劃技巧、零售機構之管理、零售之行銷組合及零售之應用等，讓修課學生能進行系統性地了解。This course is based on the theory of retail management, supplemented by discussion of recent examples of retail storeless store management. The course content throughout the semester covers basic retail concepts, new retail 4.0, new smart retail environment, digital marketing and service innovation, etc., OTO marketing model (online to offline), new smart retail facilities and tools, retail planning skills, retail organization management, The marketing mix of retailing and the application of retailing allow students taking the course to have a systematic understanding.
本課程主要目的在介紹零售管理之基本觀念、零售策略與規劃、商店管理、執行、商品管理及行銷組合。
The main purpose of this course is to introduce the basic concepts of retail management, retail strategy and planning, store management, execution, merchandise management and marketing mix.
零售管理:行銷觀點,許英傑/黃淑姿著,前程文化(2014) ISBN:9789865774127
零售管理概論,周泰華、杜富燕，華泰文化
Retail Management: A Marketing Perspective, by Xu Yingjie/Huang Shuzi, Qiancheng Culture (2014) ISBN: 9789865774127
Introduction to Retail Management, Zhou Taihua, Du Fuyan, Huatai Culture
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 期中考期中考 midterm exam |
30 | Open book |
| 期末考期末考 final exam |
30 | Open book |
| 期末報告期末報告 Final report |
10 | 參與2021全國零售管理創業競賽者,學期總分加10分 |
| 課堂出席、表現與參與課堂出席、表現與參與 Class attendance, performance and participation |
30 | 整學期出席全勤,學期總分加5分 |
