Course Description for Marketing Channels: Strategy, Structure, and Management
Marketing Channels: Strategy, Structure, and Management
Prerequisite: MAR 3023
Description: This course investigates the nature and role of marketing channels and intermediaries. It focuses upon the design of distribution systems consonant with chosen positioning strategies in order to effectively and efficiently move offerings from origination to points of consumption. It addresses the major normative questions pertaining to channel design and functioning, including consideration of integration strategies, channel member motivation, coordination, and control, and legal constraints on channel functioning. It addresses the impact of alternative forms on channel performance.