This module introduces students to the study of managing marketing channels. The module intends to build an appreciation of the role and function of channels in marketing and enable the students to differentiate between channel structures. In doing so, the module will make the students aware of the varied macro-environmental developments and innovation, that have led to the different channel structures with corresponding strategic approaches and implementation. In addition, the module will also focus on issues pertaining to channel conflict, channel usage and its resulting customer experience, types of channel led business models with corresponding global challenges and opportunities.
The main aim of the module is to enable students to develop a critical understanding of the importance of channels in the context of marketing and distinguishing between the different channel structures and their use in marketing.
The main aim of the module is to enable students to develop a critical understanding of the importance of channels in the context of marketing and distinguishing between the different channel structures and their use in marketing.