Supply Chain Management
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 extends 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 from 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:
Period
Topics
1
“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
2
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.
3
Mentzer, John and Gregory T. Gundlach (2010), “Exploring the Relationship
1
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.
4
誰說人是理性的：第 4 章
5
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
6
Mathematical function introduction
誰說人是理性的：第九章 第十章
7
Understanding the Supply Chain
Supply Chain Performance: Achieving Strategic Fit and Scope
8
Supply Chain Drivers and Metrics
Designing Distribution Networks and Application to e-Business
9
Network Design in a Supply Chain
Network Design in an Uncertain Environment
10
Demand Forecasting in a Supply Chain
11
Aggregate Planning in a Supply Chain
Planning Supply and Demand in a Supply Chain: Managing Predictable Variability
12
Determining the Optimal Level of Product Availability
Transportation in a Supply Chain
13
Sourcing Decisions in a Supply Chain
Pricing and Revenue Management in a Supply Chain
14
Information Technology in a Supply Chain
15
Coordination in a Supply Chain
16
Case Study Discussion
The class schedule and material will be slightly adjusted depending on the actual
progress.
Grading Policy:
 Participation and Discussion 50%
 Homework and Exams
50%
Textbook:
Supply Chain Management: Strategy, Planning, and Operation, 4th Edition, Sunil
Chopra and Peter Meindl, Pearson
2