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Marketing Channels


Aims of the course

- The student will understand the elements of market channel operations and management.
- The student will learn the methods and techniques which enable recognizing and satisfying the needs of the customers regarding service outputs
- The student will understand relationships between channel members.
- The student will be able to conduct marketing research for the purpose of channel planning, organising and managing.

Course syllabus

1. Channel design
2. Segmentation for marketing channel design: service outputs
3. Supply-side channel analysis
4. Gap analysis
5. Channel power
6. Channel conflicts and coordination
7. Channel implementation
8. Retailing, E-channels and franchising
9. Wholesaling, logistics and supply chain management
10. Vertical integration and strategic alliances
11. Legal constraints on marketing channel policies

Course director(s)

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