BM2505/BM215
Marketing Channels
_________________________________________________________________________
Course Description and Scope
Distribution channels management is a critical business function that every firm has to pay attention
to. To compete in today’s global business environment, firms must understand how to manage their
relationships with distributors effectively. Capitalizing on the relationships with these strategic
partners enables firms to gain competitive advantage in the marketplace. Therefore, managers from
small medium enterprises to multinational companies have to acquire knowledge about
contemporary concepts and practice in this subject matter.
This course aims to introduce current theories and practice in distribution channels management to
students. By learning the relevant theoretical frameworks, students will understand the motivations
and behaviors of channel members and effective ways to manage a firm’s relationships with its
channel members. Students will also learn how to make informed decisions in channels
management. More important, this course is not a standalone marketing course. It integrates
concepts and ideas from other marketing courses so that students can fully comprehend the linkage
of channels management with other core marketing functions.
Upon completion of this course, students will appreciate the strategic value of managing a portfolio
of distributors effectively. Students will be able to evaluate the strengths and weaknesses of
different types of distribution channels and partnerships. In addition, students will be capable of
identifying problems in channel design and providing feasible solutions to solve these problems.
Course Assessments
Components
Project report and presentation
Integrated case report and presentation
Participation in case discussion
Weekly case analysis summary
Final examination
Total
Marks
30
20
15
5
30
100
Individual / Group
Group
Group
Group
Individual
Individual
Textbook
Marketing Channels: A Management View (7th Ed.) South-Western 2004 by Bert Rosenbloom.
Proposed Weekly Schedule
Week
1
2
Topic
Course overview & Introduction to case methods
Marketing channel concepts
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Channel participants
Environment of marketing channels
3
Behavioural processes in marketing channels
4
Strategy in marketing channels
5
Designing marketing channels
6
Selecting channel members
Target markets and channel design
7
Motivating channel members
8
Recess
9
Product issues
Pricing issues
10
Promotion issues
11
Logistics and channel management
12
Evaluating channel member performance
Electronic marketing channels
13
Project presentation
14
Project presentation
Exam briefing
*The above outline is for reference only and subject to changes
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Distributed by Nanyang Business School, Nanyang Technological University. All Rights Reserved.