Marketing Channels

This course studies marketing channels companies that work with each other to bring products and services from their point of origin to the point of consumption. The participants in marketing channels include manufacturers, wholesalers, and retailers. Through marketing channels, the originators of products and services gain access to markets. If effectively crafted and managed, marketing channels can give competitive advantages to firms who face ever more challenging and fluid marketplaces. This course shows how to design, maintain and manage relationships with marketing channel members. The emphasis is on motivating and managing complex networks of channel partners through effective marketing programs in the product, promotion, price, and physical distribution areas.