Introduction to Interface between Marketing and Operations
Course Description:
This course covers the interface discussion between Marketing and Supply Chain
Management (SCM). We will first go through some marketing papers from which
we explore the combination with SCM. Then, the course extend to SCM
perspective, which consists of controlling and coordinating activities such as
order processing, purchasing, material storage and handling, production
scheduling, packaging, transportation and setting customer service standards.
We will learn how these activities are successfully modeled, planned, and
controlled in manufacturing and service industries (specifically in retailers’
point of view). The decisions and strategies regarding transport and inventory,
which are the most important parts of Business Logistics for a firm, are
highlighted. During the course, we will discuss some case studies in the US and
abroad with a focus on their supply chain activities.
Course Objectives:
 Knowledge of modeling in Marketing and Operations
 Understanding the issues involved in the relatively new and growing area
of supply chain management.
 Developing an understanding of the tradeoffs inherent in marketing and
supply chain management
 Developing familiarity with the techniques currently used throughout
industry in addressing the many complex problems appearing in the
interface between marketing and operations
Class Schedule and Required Reading:
1st week:
“Theoretical modeling in marketing”, Moorthy, K Sridhar. Journal of Marketing.
Chicago: Apr 1993. Vol. 57, Iss. 2; pg. 92, 15 pgs
Fugate, Brian S., John T. Mentzer, and Daniel J. Flint, “The Role of Logistics in Market
Orientation,” Journal of Business Logistics
2nd week:
1
Min, Soonhong, John T. Mentzer, and Robert T. Ladd, “A Market Orientation in Supply
Chain Management,” Journal of the Academy of Marketing Science, 35 (Winter 2007),
507-522.
3rd Week
Mentzer, John and Gregory T. Gundlach (2010), “Exploring the Relationship Between
Marketing and Supply Chain Management: Introduction to the Special Issue,” Special
Issue of the Journal of the Academy of Marketing Science.
Hauser, J. R. and S. M. Shugan (1983), “Defensive Marketing Strategies,” Marketing
Science, 2(4), 319-360.
4th Week
誰說人是理性的第 4 章
5th Week
Venkatesh, R., Vijay Mahajan, and Eitan Muller (2000), "Dynamic Co-Marketing Alliances:
When and Why Do They Succeed or Fail?" International Journal of Research in Marketing,
17 (1), 3-31. Lead article.
誰說人是理性的第三章
6th Week
Mathematical function introduction
誰說人是理性的：第九章 第十章
7th Week
Understanding the Supply Chain
Supply Chain Performance: Achieving Strategic Fit and Scope
Case Study
8th Week
Supply Chain Drivers and Metrics
Designing Distribution Networks and Application to e-Business
9th Week
Network Design in the Supply Chain
Network Design in an Uncertain Environment
10th Week
2
Demand Forecasting in a Supply Chain
11th Week
Aggregate Planning in a Supply Chain
Planning Supply and Demand in a Supply Chain: Managing Predictable Variability
12th Week
Managing Economies of Scale in a Supply Chain Cycle Inventory
Managing Uncertainty in a Supply Chain: Safety Inventory
13th Week
Determining the Optimal Level of Product Availability
Transportation in a Supply Chain
14th Week
Sourcing Decisions in a Supply Chain
Pricing and Revenue Management in a Supply Chain
15th Week
Information Technology in a Supply Chain
16th Week
Coordination in a Supply Chain
Grading Policy:
 Participation and Discussion 50%
 Homework and exams
50%
Textbook:
Supply Chain Management: Strategy, Planning, and Operation, Third Edition. Sunil
Chopra, Peter Meindl. Pearson
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