◎ 課程特色與產學合作說明
本課程為東海大學企業管理學系與統一超商集團合作開設之產學合作課程，採「企業出題、學生解題」的專題導向學習（PBL）模式，捨棄傳統單向講授，融合三大設計亮點：
• 沉浸式企業資源（W2–W4）：學期初連續三週由集團三家關係企業高階主管與業師親臨授課，介紹智慧零售現況與人才發展，並頒布「期末挑戰題」，讓學生及早確立實戰目標。
• 雙鑽石模型實作（W5–W15）：帶領學生經歷完整設計思考流程——從深度訪談挖掘痛點、服務體驗無限制發想，到導入 AI／數位科技賦能與原型製作，確保提案兼顧人性需求與科技創新。
• 適性化科技導入（Tech-Enabler）：針對流通產業實務問題，引導 Z 世代學生認識零售常用的數位科技與 AI（如精準行銷、生成式 AI、影像辨識等），結合設計思考提出可落地的解決方案。
就業銜接：期末決選表現優異之組別，可優先獲得統一超商集團之實習面試機會。
◎ 課程目標及內涵
數位科技發展與生活型態改變，使消費者得以跨多通路平台消費，零售與流通產業正面臨顛覆性轉變。本課程培養學生具備「商業洞察力」與「數位科技應用思維」，引導學生以設計思考方法論貼近真實顧客，洞察痛點、發想創新服務，並結合 AI 與數位科技，產出兼具人性與可行性的零售體驗提案，為新世代零售人才之培育奠基。
◎ 總結式課程目標
• 掌握產業實務：深入瞭解台灣行銷流通產業與統一超商集團的商業模式與營運現況。
• 優化顧客體驗：運用設計思考（雙鑽石模型）進行深度訪談、繪製顧客旅程、定義問題，並提出創新解決方案。
• 科技賦能營運：理解零售與流通產業如何運用數位科技與 AI（精準行銷、大數據、生成式 AI、影像辨識等）提升營運與行銷效能。
• 原型實作能力：能運用 No-code／AI 工具產出可溝通的體驗原型（Prototype）。
• 橋接職涯發展：透過業師交流瞭解行銷流通業職涯路徑與關鍵職能，以期末作品集為實習與就業作準備。
• 團隊協作與提案：培養跨域團隊合作、商業簡報與提案說服能力。

◎ Description of course features and industry-university cooperation
This course is an industry-university cooperation course jointly offered by the Department of Business Administration of Tunghai University and Uni-President Super Commerce Group. It adopts the topic-based learning (PBL) model of "enterprises pose questions and students solve them", abandoning traditional one-way teaching and integrating three major design highlights:
• Immersive corporate resources (W2–W4): For three consecutive weeks at the beginning of the semester, senior managers and industry experts from the group’s three affiliated companies will give lectures in person, introducing the current situation of smart retail and talent development, and promulgating “final challenge questions” to allow students to establish practical goals as early as possible.
• Double Diamond Model Implementation (W5–W15): Lead students through a complete design thinking process—from in-depth interviews to discover pain points, unlimited ideas about service experience, to the introduction of AI/digital technology empowerment and prototyping, ensuring that proposals take into account human needs and technological innovation.
• Adaptable technology introduction (Tech-Enabler): Aiming at practical problems in the circulation industry, we guide Generation Z students to understand digital technologies and AI commonly used in retail (such as precision marketing, generative AI, image recognition, etc.), and propose practical solutions based on design thinking.
Employment connection: Those with outstanding performance in the final selection will be given priority in obtaining internship interview opportunities with the Uni-President Supermarket Group.
◎ Course objectives and connotation
The development of digital technology and changes in lifestyles have enabled consumers to consume across multiple channels and platforms, and the retail and distribution industries are facing disruptive changes. This course cultivates students' "business insight" and "digital technology application thinking", guides students to use design thinking methodology to get closer to real customers, gain insights into pain points, and come up with innovative services. It also combines AI and digital technology to produce retail experience proposals that are both humane and feasible, laying the foundation for the cultivation of new generation retail talents.
◎ Summary course objectives
• Master industry practices: In-depth understanding of Taiwan's marketing and distribution industry and the business model and operating status of Uni-President Supermarket Group.
• Optimize customer experience: Use design thinking (Double Diamond Model) to conduct in-depth interviews, map customer journeys, define problems, and propose innovative solutions.
• Technology empowers operations: Understand how the retail and distribution industries use digital technology and AI (precision marketing, big data, generative AI, image recognition, etc.) to improve operations and marketing efficiency.
• Prototype implementation ability: Able to use No-code/AI tools to produce communicable experience prototypes (Prototype).
• Bridging career development: Understand the career paths and key functions of the marketing and distribution industry through industry-teacher exchanges, and use the final portfolio to prepare for internships and employment.
• Teamwork and proposals: Develop cross-domain teamwork, business briefing and proposal persuasion skills.

本課程以下列教材為基礎，並由授課教師自編教材。
主要參考資料
• Rasmus Houlind 與 Colin Shearer 著，李芳齡譯（2020）。《AI 行銷學：為顧客量身訂做的全通路轉型策略》。台北：天下文化。
• 王曉鋒、張永強、吳笑一（2015）。《零售 4.0：零售革命，邁入虛實整合的全通路時代》。台北：天下文化。
• Tim Brown 著（2019, 改版）。《設計思考改造世界》（Change by Design）。台北：聯經。
• Tom Kelley & David Kelley 著（2013）。《創意自信帶來力量》（Creative Confidence）。
延伸參考資料
• 許英傑、黃淑姿（2021，三版）。《零售管理：行銷觀點》。台北：前程文化。
• 馬慧民、高歌編著，王彥文、胡亞平編譯（2021）。《智慧新零售：資料智慧時代的零售業變革》。台科大圖書。
• 英國設計協會（UK Design Council）雙鑽石模型（Double Diamond）框架說明。
• 數位時代相關零售科技專題報導：https://www.bnext.com.tw

This course is based on the following textbooks, which are compiled by the instructors themselves.
Main reference materials
• Written by Rasmus Houlind and Colin Shearer, translated by Li Fangling (2020). "AI Marketing: An All-Channel Transformation Strategy Tailored for Customers". Taipei: Tianxia Culture.
• Wang Xiaofeng, Zhang Yongqiang, Wu Xiaoyi (2015). "Retail 4.0: Retail revolution, entering the omnichannel era of virtual and real integration." Taipei: Tianxia Culture.
• By Tim Brown (2019, revised edition). "Change by Design". Taipei: Lianjing.
• By Tom Kelley & David Kelley (2013). "Creative Confidence brings power".
Extended References
• Xu Yingjie, Huang Shuzi (2021, third edition). Retail Management: A Marketing Perspective. Taipei: Qiancheng Culture.
• Compiled by Ma Huimin and Gao Ge, compiled by Wang Yanwen and Hu Yaping (2021). "Smart New Retail: Retail Industry Transformation in the Data Intelligence Era". Taiwan University of Science and Technology Books.
• Description of the UK Design Council Double Diamond framework.
• Special reports on retail technology in the digital era: https://www.bnext.com.tw