Distribution Channel Managemnt. 3 credits, 3 contact hours

Catalog description

Prerequisite: MRKT 330 Utilizing a strategic perspective, this course augments the understanding of how a firm can effectively manage the distribution system or network of alliances among agents, wholesalers, distributors and retailers to attain a sustainable competitive advantage. This course focuses on developing and implementing strategies for planning, organizing and controlling the various external institutions, agencies as well as in-house units that ultimately deliver products and services to consumer and business-to-business markets. In addition to electronic channels, the topics studied in the distribution process include channel strategy, channel design, channel management, as well as the selection, motivation, and performance assessment of resellers.