行銷通路是由一群互相依賴的組織所組成的公司之間的系統，從事將產品或勞務從生產點移動至消費點，而零售通路，直接面對消費者，在行銷通路中扮演非常重要的角色。因此本課程內容包括:
1.使學生了解行銷通路活動在現代商業社會中的角色與運作。
2.使學生了解各種行銷通路的型態。
3.使學生了解行銷通路管理相關理論與實務運作。
4.介紹零售的本質，描述零售業之發展與未來趨勢，討論消費者行為與滿意。
5.介紹如何訂定零售策略，闡述商圈與商店的規劃與分析。
6.介紹零售組織的規劃與管理。
7.介紹零售的行銷與通路管理
《 課程簡介 -- English 》
The purpose of this course is to discuss major topics in Marketing Channel Management and to explore retail management from a theoretical and applied perspective. A marketing channel is viewed as an inter-organizational system involved with the task of making goods, services, and concepts available for consumption by enhancing their time, place, and possession utilities. Retail Management is to discuss retail store ownership and management, including startup, location, market analysis, customer service, organization, merchandise management, human resource management, sales promotion, and financial planning. It is to introduce student concepts and skills to master major issues in the class
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