行銷通路是由一群互相依賴的組織所組成的系統，主要任務是將產品或勞務從生產點移動至消費端，近年逐漸演變成與顧客的接觸點，也開始涵蓋行銷溝通的功能。行銷通路的發展與管理對台灣企業拓展市場、建立自有品牌，甚為重要。本課程目的是希望學生對現代企業的行銷通路運作、管理、以及通路夥伴之間的合作協調、全通路與生態系建立具有基本的知識並瞭解產業的通路管理實務，以培養學生的行銷通路管理能力。
本課程目標，要讓學生瞭解：
1. 行銷通路的經濟與價值創造功能。
2. 行銷通路的規劃與管理基本理論及知識。
3. 全通路系統的發展與數位科技的應用。
4. 通路的專業化功能：批發功能、零售功能、連鎖加盟運作。
5. 通路的垂直整合與專業分工。
6. 通路的協調、領導、與控制：組織間的領導與統御。
7. 通路的企業間的合作與夥伴關係管理。
8. 物流系統運作與管理：物流系統化、自動化、與資訊化。
9. 國際市場擴展的通路管理策略。

Marketing channel is a system composed of a group of interdependent organizations. Its main task is to move products or services from the production point to the consumer end. In recent years, it has gradually evolved into a point of contact with customers, and has also begun to include the function of marketing communication. The development and management of marketing channels are very important for Taiwanese companies to expand their markets and establish their own brands. The purpose of this course is to hope that students will have basic knowledge of the marketing channel operation and management of modern enterprises, as well as cooperation and coordination between channel partners, the establishment of full channels and ecosystems, and understand the channel management practices of the industry, so as to cultivate students' marketing channel management capabilities.
The goals of this course are to let students understand:
1. The economic and value creation functions of marketing channels.
2. Basic theory and knowledge of marketing channel planning and management.
3. The development of omnichannel systems and the application of digital technology.
4. The specialized functions of the channel: wholesale function, retail function, and chain franchise operation.
5. Vertical integration of channels and professional division of labor.
6. Channel coordination, leadership, and control: inter-organizational leadership and control.
7. Cooperation and partnership management among channel enterprises.
8. Logistics system operation and management: logistics systematization, automation, and informatization.
9. Channel management strategy for international market expansion.

1. Palmatier, R. W., Sivadass, E., Stern, L. W., & El-Ansary, A. L. (2020). Marketing channel strategy: An omni-channel approach (9th Ed.). New York: Routledge.（華泰代理）
2. 邱繼智、李筱嵐 著（2022）。通路管理：邁入全通路行銷時代（第三版）。新北市：華立圖書。

1. Palmatier, R. W., Sivadass, E., Stern, L. W., & El-Ansary, A. L. (2020). Marketing channel strategy: An omni-channel approach (9th Ed.). New York: Routledge. (Huatai Agency)
2. Written by Qiu Jizhi and Li Xiaolan (2022). Channel Management: Entering the Era of Omni Channel Marketing (Third Edition). New Taipei City: Holley Books.