Undergraduate - UnitMKX3481 - Marketing channels

This unit entry is for students who completed this unit in 2013 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

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Level	Undergraduate
Faculty	Faculty of Business and Economics
Organisational Unit	Department of Marketing
Offered	Caulfield First semester 2013 (Day) Clayton First semester 2013 (Day)
Coordinator(s)	Dr Sophie Feng

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:

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

Assessment

Within semester assessment: 50%
Examination: 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.