Professional Documents
Culture Documents
A. Quy cch mn hc
Tn mn hc: Qun tr h thng phn phi (Marketing Channels Management) M s mn hc (MSMH): MK305DV01 Tng s tit: 42 tit, chia ra: S tit l thuyt: 28 tit S tit bi tp: 0 tit S tit thc hnh: 14 tit 03 S tn ch: S tit t hc : 90 tit
B. Lin h vi mn hc khc
hc mn ny sinh vin phi hc qua mn MK101D Marketing cn bn
C. Tm tt ni dung mn hc
Mn hc Qun tr h thng phn phi nhm gii thiu cc kin thc c bn v vic t chc v iu hnh h thng phn phi sn phm (chui cc nh phn phi, i l, ca hng) c p dng trong cc doanh nghip. C th, mn hc ny trang b cho sinh vin cc kin thc c bn chnh: vai tr, tm quan trng ca h thng phn phi i vi doanh nghip trong vic thc hin cc mc tiu ca doanh nghip ra, vic thit k knh phn phi c tin hnh ra sao, chn la v nh gi cc thnh vin trong h thng phn phi nh th no, chnh sch, bin php kch thch cc thnh vin trong h thng phn phi hot ng mang li hiu qu cao nht theo mc tiu ra Nghin cu cc knh phn phi cp n hot ng phn phi trong chin lc marketing hn hp (marketing mix). Cc nh phn phi trung gian nh i l v bn l, tc ng ca cc yu t khc trong marketing hn hp i vi qun l knh phn phi cng c gii thiu trong mn hc ny. Ngoi ra, mn hc cng trnh by cc vn v thit k v c cu knh, cc hnh thc khuyn khch, cc xung t, v kim sot knh phn phi. Bn cnh vic cung cp l thuyt, cc tnh hung thc t ca mt s doanh nghip ln trn th trng Vit Nam s c ging vin a ra sinh vin thc hnh theo nhm nhm p dng l thuyt vo cc tnh hung c th.
D. Mc tiu ca mn hc
Gip cho sinh vin: 1. Nm bt c vai tr ca mng li phn phi. 2. Phng thc t chc mng li phn phi. 3. Cc xu hng qun tr knh phn phi trn th gii 4. Cc gii php gai quyt cc xung t trong mng li phn phi.
E. Kt qu t c sau khi hc mn ny
cng mn hc MK305D Qun tr h thng phn phi trang 1
Sau khi hc xong mn ny sinh vin c th: 1. Hiu c cc khi nim ct li ca kn phn phi trong mi tng quan i vi chin lc marketing hn hp qu doanh nghip. 2. Hiu bit hot ng ca mt knh phn phi. 3. C th xy dng v qun l hiu qu knh phn phi hiu qu
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4. n phi c vit thnh bo co v np cho ging vin vo ngy hc ca tun th 8. Bo co n: 1. Tt c cc nhm phi lm bo co, tt c cc sinh vin trong nhm phi c mt ti bui bo co. Sinh vin vng mt s khng c im phn bo co. 2. Cc bui bo co s c thc hin t tun th 10 tr i theo danh sch s c bc thm sau khi np bo co.
G. Ti liu hc tp
1. Ti liu bt buc Anne T. Coughlan, Erin Anderson, Luis W. Stern, Adel I. El-Ansary, Marketing Channels, 7th edition, Pearson Education, 2006 Slide bi ging ca ging vin
H. nh gi kt qu hc tp mn ny
1. Thuyt minh v cch nh gi kt qu hc tp Sinh vin hc mn Qun tr h thng phn phi s c nh gi trn 3 loi hnh: 1) Thc hin n Sinh vin c chia thnh cc nhm, mi nhm 5-6 ngi. Mi nhm s lm mt n ring bit. V y l cng trnh ca nhm nn sinh vin s c nh gi nh l mt nhm, ngha l nhng sinh vin trong nhm s nhn cng mt im, l im ca nhm. Nu mt thnh vin cm thy mt thnh vin khc trong nhm khng ng gp, th phi bo cho ging vin bit gii quyt. Trong trng hp qu ng, sinh vin c th yu cu t lm mt mnh. Tuy nhin mi s than phin v nhm phi trnh by cho ging vin mun nht l tun th 5. Nu np mun mi ngy, nhm s b tr 1 im. Nu mun qu 1 tun l, nhm b im 0. C th xem xt vic np mun nu nhm c s ng trc ca Trng b mn. 2) Bo co n Vic bo co n l vic lm ca c c nhn v tp th nhm. Cc thnh vin trong nhm c quyn phn cng nhau vic thuyt trnh trc lp. Tuy nhin, mi thnh vin phi thng hiu ht cc vn ca bo co. Cc thnh vin khng trnh by thng c hi nhiu hn. im ca mi thnh vin trong nhm khi trnh by c th khc nhau do trnh by bo co v tr li cu hi phn bin. Thi gian trnh by ti a l 12 pht, thi gian tr li ti a l 5 pht cho mi nhm. Cc thnh vin khc trong lp c quyn t ra cu hi sau khi nhm trnh by xong. Cc cu hi c gi tr, c ging vin xc nhn, s c cho 0,5 im. Ti a ca phn im cng ny cho mt sinh vin l 2 im. im ny c xem l im bo co ca sinh vin ch khng phi l im cui cng ca sinh vin. 3) Thi cui mn hc cng mn hc MK305D Qun tr h thng phn phi trang 3
Thi cui mn hc s bao gm 2 hnh thc: - Trc nghim cc kin thc v tnh hung c bn chim 60% s im - X l mt tnh hung chim 40% s im 2. Bng tm tt cc hnh thc nh gi Thnh phn Kim tra ln 1 Kim tra ln 2 Thi cui hc k 18 pht/ nhm 90 pht Thi lng Tm tt bin php nh gi Thc hin n Thuyt trnh bo co n Thi vit v trc nghim. Khng s dng ti liu. Tng Trng s 30% 20% 50% 100% Thi im Tun 2 n tun 9 Tun 10 n 13 Theo lch PT
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J. K hoch ging dy
Tun 1 u bi ging Chng 1: Knh phn phi marketing: cu trc v chc nng Knh phn phi l g? Ti sao tn ti knh phn phi Chc nng knh phn phi Cc bn tham gia trong knh phn phi Cu trc knh phn phi Chng 2: Thit k knh phn phi: lng cu, cung ng v hiu sut knh Phn khc cho thit k knh phn phi: cc u ra dch v (services outputs) Chng 2: Thit k knh phn phi: lng cu, cung ng v hiu sut knh (tt) Phn tch knh di gic cung ng Chng 2: Thit k knh phn phi: lng cu, cung ng v hiu sut knh (tt) Phn tch khon trng (gap analysis) Chng 3: Thc hin knh phn phi Sc mnh knh phn phi Qun l xung t gia tng hiu qu knh Chng 3: Thc hin knh phn phi (tt) Cc lin minh chin lc (strategic alliances) trong phn phi Chng 3: Thc hin knh phn phi (tt) Tch hp hng dc trong phn phi Trnh by ti Chng 4 : Bn s Bn s truyn thng/bn s hin i Trnh by ti Chng 5 - Bn l Bn l truyn thng/bn l hin i Trnh by ti Chng 6: Nhng quyn Franchising Trnh by ti Chng 7: Hu cn v qun tr h thng cung ng Trnh by ti Ti liu tham kho Chapter 1
Chapter 2
3, 4
Chapter 3 4
Chapter 5
6, 7
Chapter 6 7
Chapter 8
9, 10
Chapter 9
11
Chapter 10
12
Chapter 11
13 14
Chapter 12 Chapter 13
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Phn dnh cho qun l (khng pht cho sinh vin) H tn (cc) ging vin xy dng cng ln ny: ThS. Nguyn Tn Dng ThS. Hong c Bnh Ngy hon thnh: 15/9/2008 Ngi duyt cng H v Tn Nguyn Thin Ph Ngy duyt: 15/9/2008 Lng gi cng loi: t H v Tn Ngy lng gi: ___/___/______ (gi Bn Lng gi cng vi CMH ny) Chc v Trng BM QTKD Ch k
Tt
Chc v Ch k
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