This course is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship and business development. This course will cover the concept of channel functions, or the supply side of designing routes to markets. Channel functions are the necessary activities that channel members must provide in order to create the channel benefits that customers desire.
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You will learn a framework that quantifies channel functions and ultimately, how to use them as the basis for determining channel member work loads and compensation. A final exercise considers how to monetize shipping benefits and align the channel benefits demanded with the necessary supply side activities.
Course 2 of 4 in the Marketing Channel Strategy & B2B2C Routes to Market Specialization
Syllabus
WEEK 1
Marketing channel functions
This module will define the scope and importance of channel functions, or activities and processes needed to coordinate the players in a channel system.
WEEK 2
Building routes to market: The cemex case
This case provides opportunity for practical application of the channel benefit and functions framework discussed thus far.
WEEK 3
Channel alignment and optimization
Defines demand and supply side gaps in the channel framework and provides examples and application to a marketplace context.
