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. Vertical integration and strategic alliances8. Retailing, wholesaling and omnichannel marketing
9. Supply chain management
10. Legal constraints on marketing channel policies

Course director(s)

  • Office Hours
  • Monday at 0:00 in R-406
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