Distribution Channels
Code
2130
Academic unit
null
Department
null
Credits
3,5
Teacher in charge
Jorge Manuel Naves Velosa
Teaching language
English
Objectives
- We introduce you to the key Distribution Channels topics, ideas and practices with the core theme of delivering benefits to customers.
- Build your skills on analyzing and improving and implementing alternative routes to market for a product or service. - Introduce you to up to date topics on Distribution channels including digital channels, power and negotiation practices and Global Retailing.Prerequisites
N/A
Subject matter
1.1. Introduction and overview Marketing Channels - Structure and functions.
1.2. Service output demands (demand Chain) and segmentation
1.3. Channel Functions and positioning/configuring the channel
1.4. Targeting, Channel structure and distribution intensity
1.5. Channel Audit Gap analysis
2.1. Channel Power concepts, balance and exercise.
2.2. Conflict management to increase coordination. Ways of working together.
2.3. Managing multiple routes to market and Channel stewardship applied. Vertical Integration in distribution
Bibliography
The material for the course is available in the detailed syllabus in two levels: Recommended readings and additional readings (for those students who would like extra input). Most used textbooks include:
- Anne T Coughlan (2010), Marketing Channel Design and Management, in Kellogg on Marketing, 2nd ed. chapter 11, edited by Alice M. Tybout and Bobby J. Calder, Northwestern University and John Wiley & Sons
- Robert T Palmatier, Louis W Stern, Adel I. El Ansary (2015), Marketing Channels 8th ed.,Pearson Prentice Hall.
- Anita Elberse (2013) Blockbusters: hit-making, risk taking and the business of entertainment, Henry Holt and Company
- Kasturi Rangan and Marie Bell (2006), Transforming your go-to-market strategy, The three disciplines of channel management, Harvard Business School Press, Boston Massachusetts.
- Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman ,Torben Hansen (2012), Marketing Management 2nd European edition, chapter 17,Pearson Education Limited, England
Teaching method
The course will be a mix of theory, cases and discussions. A hand on approach to the subject will be used with many examples and material from the field.
A high student involvement is expected in class discussions and case recommendations and should be accompanied by thorough preparation of cases and readings that are available via the syllabus that can be accessed on line.
For the cases the discussion questions will also be available. The on line material includes the presentation for the class together with the recommended and additional readings:
-The course allows for those who wish to explore the topic further to do so via extra material and advice and we encourage you to do that. We will have several individual assignments during the term that will be referenced in the detailed syllabus.
Evaluation method
30% Group assignment for the term (includes peer review with a weight of 20%). Teams should involve students from more than one nationality, gender and from different backgrounds (e.g. previous university).
20% Class participation (individual) we will select students to discuss cases during several sessions. Unjustified absence to any case discussion will mean a zero grade for that class s participation.
Class participation grades will be based on your input and positive contribution to the discussion in the sessions with grades from A (=17), B (=14), C (=8) to D (=0).
20% Assignments/exercise write‐ups (individual) there will be two write‐ups.
The write‐ups are strictly individual. Any plagiarism will be handled strictly and offenders will be punished according with the University rules.
30 % Final exam.