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
Part I Concepts, channel design and improvement:
1.1. Introduction and overview -Marketing Channels Structure and functions. Emerging Trends, E- commerce, Multichannel and Omnichannel;
1.2. Service output demands (demand Chain) and segmentation - What customers want;
1.3. Channel Functions and positioning / configuring the channel - The work of the channel members;
1.4. Targeting, Channel structure and distribution intensity Channel choices;
1.5. Channel Audit - Gap analysis.
Part II - Channel implementation: Power, conflicts and channel coordination:
2.1. Channel Power concepts, balance and exercise. Exercising Power in Channels;
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 references 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 (2015), Developing and Managing Channels of Distribution, Core Curriculum Reading, Harvard Business Publishing.
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 (2016), Marketing Management 3rd European edition, chapter 19,Pearson Education Limited, England.
Teaching method
The course will be a mix of theory, cases and discussions. A hands-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. There will also be a group assignment for the term.
Evaluation method
The Final Exam is mandatory and must cover the entire span of the course. Its weight in the final grade can be between 30 to 70%. The remainder of the evaluation can consist of class participation, midterm exams, in class tests, etc. Overall, written in class assessment (final exam, midterm) must have a weight of at least 50%.
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 evaluation we will have students discussing cases during several sessions. Unjustified absence to any case discussion will mean a zero grade for that classs participation. Class participation grades will be based on the quality, listening evidence and frequency of your participation in case discussions, with grades from A to D (zero).
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.