Undergraduate - UnitMKX3481 - Marketing channels

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Synopsis

The marketing task is not complete until customers receive their goods. Distribution is the process that makes that happen. The primary aim of this unit is the development and management of distribution channels in order to meet your marketing objectives. The unit is designed to help you systematically analyse the various channel functions and strategies. Mastering the principles that will be discussed in this unit will also help you in understanding Supply Chain issues. It is important to note however, that this unit is NOT about supply chain management but rather about the role of channels as a marketing strategic element. Some topics of supply chain management of course will be discussed from a marketing perspective. In order to better understand the theory in the context of the business world actual business cases are used throughout the lectures and tutorials.

Outcomes

The learning goals associated with this unit are to:

1. recognise the importance of marketing channels, as a strategic element of marketing
2. understand the elements and work flows in marketing channels
3. appreciate the issues involved in designing and coordinating marketing channels from a channel manager's perspective
4. explain how effective marketing channels contribute to customer value and assess the performance of channel management.

Assessment

Within semester assessment: 50%
Examination (3 hours): 50%

Chief examiner(s)

Dr Shanfei Feng

Contact hours

3 hours per week

Prerequisites

Students must have passed one of the following: MKC1200, MKF1120, MKG1120 or MKW1120 before undertaking this unit.