Marketing Channel Management. 3 credits, 3 contact hours

Catalog description

Prerequisite: MRKT 330 This course develops a managerial framework to the field of marketing. Theory, research and practice are integrated to disucss distribution channel decision making implications. Students will understand the role played by the distribution system or network of alliances among agents, wholesalers, distributors and retailers to attain a firm’s distribution of objectives. The course discusses the flow of goods through a distribution channel from the producer to the final consumer. Key topics include marketing channel strategy, channel design, channel management as a well as selecting, motivating, and evaluating the performance of marketing intermediaries. It also discusses the importance of electronic channels that have become prominent in the distribution process.