1. 介紹零售機構如何在「實體商店零售」、「網路零售」與「新智慧零售」搭配並用之行銷環境中，發揮最大優勢。
2. 介紹傳統零售管理之理論與實際運用，同時讓同學瞭解零售公司活用下列數位科技之現況, 如電商公司活用社群平台與行動商務平台以及零售業資訊管理系統(POS銷售時點系統、RFID、VMI供應商管理存貨系統介紹。
3. 課程包含A.零售基本概念B新零售之發展趨勢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。
4. 透過零售機構之實務影片案例與電子資源實務個案案例之研討，提升學生的學習興趣。

1. Introduce how retail organizations can maximize their advantages in a marketing environment that combines "physical store retail", "online retail" and "new smart retail".
2. Introduce the theory and practical application of traditional retail management, and let students understand the current situation of retail companies utilizing the following digital technologies, such as e-commerce companies utilizing social platforms and mobile commerce platforms, as well as introduction to retail industry information management systems (POS point-of-sale system, RFID, VMI supplier management inventory system).
3. The course includes units such as A. Basic concepts of retail B. Development trends of new retail C. Retail strategic planning D. Electronic retail E. Retail marketing mix F. Retail service management G. Human resource management in the retail industry H. Internationalization of the retail industry.
4. Enhance students’ interest in learning through the discussion of practical video cases and electronic resource practical cases of retail organizations.

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:97898657741

Retail Management: A Marketing Perspective, by Xu Yingjie/Huang Shuzi, Qiancheng Culture (2014) ISBN: 97898657741