Course Title: Channels Management Course Code: MKT 605 Pre-requisite Courses: Principles of Marketing/ Supply Chain Management Credit Hours: Three (3) Semester: Fifth (5) Degree: MBA Program
Course Description:
This course focuses on practical real world approaches to establishing an effective sales channel program. A comprehensive collection of cases, tools, techniques and channel management best- practices employed by successful, experienced channel professionals is presented in a clear and concise manner. This course builds a coherent no-nonsense framework that emphasizes increasing channel productivity by optimizing partner commitment from the recruitment and selection process through to day-to-day operations.
Course Objectives: This course aims to provide the student:
1. Focus on practical real world approaches to establishing an effective sales channel program 2. Understanding to optimize interaction between students through a series of group exercises designed to maximize a shared learning experience and facilitate on-the-job implementation. 3. Knowledge to build a coherent no-nonsense framework that emphasizes increasing channel productivity by optimizing partner commitment from the recruitment and selection process through to day-to-day operations.
Learning Outcomes: After the completion of this course students will be able to:
1. Identify the range of professional skills required to achieve success as a professional channel manager 2. Identify issues that interfere with successful execution of professional channel management responsibilities 3. Deliver architecture for creating and delivering powerful value propositions to the partner and the end user 2 | P a g e
4. Present a comprehensive set of best practices for identifying, recruiting and hiring new partners 5. Validate the potential channel partners profile 6. Apply segmentation techniques and using segmentation to reduce conflict 7. Set targets for non-stocking partners 8. Identify the critical role of the partner business plan in establishing and maintaining channel control 9. Deliver channel partner performance using an audit model 10. Manage supplier direct sales vs. partner conflict 11. Manage partner vs. partner conflict
Teaching Methodology: Teaching at Iqra University is learner oriented. Students are involved in lectures, assigned readings, reference readings, exercises, case studies, presentations, and class discussions. In the same way, grading tends to focus on the students overall performance and participation in the classroom activities.
Code of Conduct: Students have to follow the rules stated below to avoid a failing grade in the course:
Understand and follow the University policy regarding attendance. Arrive in and leave the classroom strictly on time. Late arrival will be marked as absence. If you leave the classroom in the middle of a session even for a short while, you will be marked absent. Keep your cell phone off during the class. Do the assigned readings for a class before coming to the class. Maintain a disciplined, cordial, and respectful attitude towards the teacher and your fellow students. Submit your homework on the due date before the class begins. Do not plagiarize from books, journals, or the internet. Do not cheat (make someone else do your work or present work for some other course as work for this course). The teachers decisions about marks and grade will be final.
Course Contents:
Week
Topic to be Covered
Remarks 1. INTRODUCTION Marketing Channels: Structure, Functions, and a Framework for Analysis What is a channel? Who are channel members? What are channel flows?
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What is the overall framework of channel management? 2. CHANNEL DESIGN: DEMAND, SUPPLY, AND CHANNEL EFFICIENCY
Segmentation for Marketing Channel Design: Service Outputs Marketing segmentation Channel segmentation Basis of channel segmentation Aligning Marketing & Channel segmentation & customer service level
Quiz #1 3. Supply-Side Channel Analysis: Channel Flows and Efficiency Analysis Marketing flows in Channel Efficiency Template Bullwhip Forward and reverse flow goods (reverse logistics)
Assignment Announcement 4. Supply-Side Channel Analysis: Channel Structure and Intensity Who should be in the channel Level of members at each stage Level of coverage : Exclusive/selective/intensive Structure of the channel Zero based channel
5. Gap Analysis Sources of Gaps Supply side Gaps Demand Side Gaps Closing of Gaps Pulling it together: Gap analysis template
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6. CHANNEL IMPLEMENTATION Channel Power: Getting It, Using It, Keeping It Nature of power Sources of power Exercising power: influencing strategies Balancing power
Managing Conflict to Increase Channel Coordination Degree of conflicts Nature of conflicts Sources of conflicts Conflict resolution among channel partner Role of Channel Master
Assignment Submission 7. Strategic Alliances in Distribution Nature and motives of alliances Building commitment by creating mutual vulnerability Building commitment by managing daily interactions
Case Assignment
MID-TERM EXAMINATION
8. Vertical Integration in Distribution Cost and benefit of vertical integration Deciding when to integrate forward Vertically integrate o When competition is low o To cope up with environmental uncertainty o To reduce performance ambiguity
Quiz #3 9. CHANNEL INSTITUTIONS
Retailing Retailing defined Choosing a Retail positioning strategy Strategic issues in retailing
Case submission 10. Wholesaling Overview of wholesaling sector The essential tasks of a wholesaler Ways to deliver value Consolidation
Quiz #4 11. Wholesaling Overview of wholesaling sector The essential tasks of a wholesaler
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Ways to deliver value Consolidation
12. Franchising What is a franchise Why become a franchisee Why become a franchisor Why franchise system include company outlets
Quiz#5 13. Supply Chain Management Role of supply chain & logistics Efficient consumer response
14. Project Report Presentations
15. Project Report Presentations
FINAL EXAMINATION
Rescheduling of Class: The teachers at Iqra University are very particular about taking their classes, but in case of an emergency, an alternate teacher may conduct the class. Students are informed through SMS in case of rescheduling of a class.
Grading Policy:
A Grade: 88 and above B+ Grade: 81-87 B Grade: 74-80 C+ Grade: 67-73 C Grade: 60-66 F Grade: Below 60
Marks Distribution of 100%:
Quizzes ______10_____ Assignments/Case Studies: ______15_____ Project/Project presentations: ______10_____ Mid-term ______25_____ Final Exam ______40_____ Total 100____
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Recommended Readings:
1. Marketing Channel Management: People, Products, Programs, and Markets, Russell W. McCauley, (Latest Edition)
2. Managing Channels of Distribution: The Marketing Executive's Complete Guide, Kenneth Rolnicki, (Latest Edition)