York University
Faculty of Liberal Arts and Professional Studies
Fall 2011
COURSE OUTLINE
Course: Marketing Channels – ADMS 4230 A
Scheduled Lectures: Wednesdays, 4-7 PM
Location: HNE-B17
Classes Start – Wednesday, September 7, 2011 at 4:00 pm
Classes End – Wednesday, November 30, 2011 – final exam
Instructor: Deborah McKenzie
Email: debm@yorku.ca
Telephone: 416-545-0126 (between 9am & 9pm)
Course Description:
Integrates theory and practice of Marketing Distribution Channels - the "place" of Marketing,
focusing on how to make channel decisions to better serve end-customers, promote strategic
relationships and integrate with strategic planning to strengthen long-term competitive position.
Prerequisites: 1) For students in an Honours program, 78 credits, including AK/ADMS 2200 3.00
(formerly AK/ADMS 3200 3.00), or 2) other students, a grade of C+ or better in AK/ADMS 2200
3.00 (formerly AK/ADMS 3200 3.00).
DETAILED COURSE OUTLINE
1. Required Text:
The Manager’s Guide to Distribution Channels, Gorchels/Marian/West: McGraw Hill Ryerson:
ISBN-13: 9780071428682 (ISBN-10: 0071428682) © 2004, 1st edition, Hardcover, Active, InPrint CA $53.95
The text book should be read as assigned, and as needed for your own research. The course kit
provides a starting point for your own research for your projects, and should be read as you work
your way through the course, being sure you have read the assigned chapters and case studies.
2. Grade Determination:
Midterm Exam 30%
Group Project Presentation 20%
Final Group Written Project: 30%
Final Exam 20%
3. Examinations:
There will be a midterm exam based on your general knowledge of channels. There will be a
final covering all aspects of this course.
4. Organization of the Course:
The objectives of this course are to provide you with:
1) a theoretical framework for understanding marketing channels
2) an approach to analyzing strategies for marketing channels
3) an understanding of practical difficulties, issues, and trends in the management of marketing
channels
4) experience in analytical thinking, presentations skills, and team work
This course in marketing requires an understanding of its history and theory, as well as practical
application. The history and theory come from your readings and lectures; the practical
application comes from discussion, cases, and projects. Much that is exciting and important in the
field of marketing channels does not exist in textbooks. We will be working to understand how
and why marketers arrange their channels of distribution.
Emphasis for this course is on your responsibility for your own learning. A good part of class time
is devoted to discussion. You MUST have read the material and participate in class discussions
in order to get anything out of this course.
5. The Project
A major part of the work in this course is the project. Your readings and lectures are geared
toward helping you understand the theoretical background of Channels of Distribution. The
purpose of the project is for you to apply the knowledge you are gaining. The project will be done
in groups. Group work is an important component of the learning process of your undergraduate
business degree. This group work is important enough that you are given some class time to do
it. There will be one optional checkpoint to help you to understand how far along you should be in
your project. If you choose, you may submit a précis of your group’s progress for comments.
6. Group Presentation
Your group will do a formal presentation of your research project (20 minutes maximum). There
are three main purposes of the oral presentation of projects:
1) to give you practice in oral communication, an important part of any occupation in Marketing,
and frequently mentioned by Marketing executives looking at potential employees
2) to give you a chance to view the application of channels theory in a variety of real,
practical situations
3) to give you a chance to learn from each other
I will assign marks as a group. All members of the group are expected to participate. Your
evaluation will be based on 3 different areas:
a) Content – class learned a lot from you, what you presented shows good understanding of
theory and your industry;
b) Delivery - style of presentation was interesting, entertaining and clear;
c) Defense – questions from class and professor were handled well.
The techniques of successful team work are part of the curriculum. You are expected to
participate in your group, and you have the right, and the responsibility, to ensure to that your
group works. Groups will have minimum six members. We will start with nearly equally sized
groups, but people do drop out. There are advantages and disadvantages to larger and smaller
groups. If you have more people, you will have less work per person, but more difficulty with
scheduling and consensus. If you have fewer people, you will have less difficulty with scheduling
and consensus, but will have fewer people among whom to spread the work. Time will be allowed
in most classes for group meetings and work, but you are expected to spend time outside of class
with your group.
7. Peer Evaluations:
Students will negotiate a rate for themselves and each other in a final evaluation on their
contribution to the group, using the scale outlined below.
4; Made above average contribution to the project, i.e. expended more effort than other members
of the group, did additional research, spent more time, took leadership role.
3; Made an average contribution to the project, i.e. came to scheduled group meetings, did their
share of the tasks in a ‘quality way’, contributed suggestions, completed tasks on time.
2; Made a lower than average contribution to the project, i.e. came to meetings but offered a few
suggestions, put limited effort into assigned or performed tasks at a lower standard than other
members, failed to meet group deadlines.
1; Made a minimal contribution to the project. Attended some meetings, but missed many others.
Failed to do tasks they had agreed to perform, failed to meet deadlines, or failed to offer helpful
suggestions.
0: Failed to make any contribution to the project.
If you plan to fire a group member, you may do this only if you have advised the Professor
previously of the problem (before the mid-term exam) so that I can counsel the offending student
and try to rectify the problem. Ideally, the group should confront the laggard themselves; it is one
of the most important management skills you will ever learn. If you don’t feel you can do it
yourselves, come see me and we’ll try to fix it. If after all our efforts, they still don’t perform, then
you may have them removed from your team. Any student not in a group will receive a ‘0’ grade
for all group work and thus fail the course
8. Class Participation - The Cases
You will be responsible for being prepared for some cases for the purposes of class discussion
and application of theory. We will spend a large amount of class time in discussion. To do this
well, and for the classes to work, you MUST have read the material.
10. Individual Work:
See University policy. Work submitted for individual must be original work of the individual
student. Violation is grounds for prosecution under the rules of the University.
11. Deferred Exam:
There cannot be a deferred exam for a group-based exam substitute. Plan to have your project
ready before or when it is due, at the beginning of that class. Late submissions (anything past
4pm) will not be accepted for any project/assignment. Be sure to allow enough time in your
schedule for printing problems – they invariably arise when time is tight.
12. Detailed Course Outline:
Week
Date
Wk 1
Sept. 7
Topic
Readings
Introduction
Article will be distributed in class – Will
the Real Channels Manager Please
Stand Up.
The Role of the Channels
Marketing Manager
Wk 2
Sept. 14
Understanding Distribution
Chapter 1
Forces Shaping Channel Strategy Chapter 2
Wk 3
Sept. 21
Supply Chain Management
Legal Issues and the Reseller
Contract
Chapter 3
Chapter 4
Wk 4
Sept. 28
Clarifying Requirements
Channel Design
Chapter 5
Chapter 6 & 7
Wk 5
Oct. 5
Midterm
Worth 30%
Oct. 12
Co-curricular Week
No Classes
Wk 6
Oct. 19
Selecting Suitable Channel
Partners
Chapter 8
Wk 7
Oct. 26
Understanding the Distributor’s
Chapter 9
World
Establishing Mutual Performance
Expectations
Chapter 10
Wk 8
Nov 2
Improving Channel Effectiveness
Monitoring Performance &
Adjusting Plans
Chapter 11
Wk 9
Nov. 9
Student Presentations
Class attendance mandatory
Wk 10 Nov. 16
Student Presentations
Class attendance mandatory
Wk 11 Nov. 23
Putting it All Together – The
Channels Marketing Plan
In-class case analysis
Wk 12 Nov 30
Final Exam – 20%
Final Group Written Report – 30%
Chapter 12
Deferred Examination Policy
Deferred standing may be granted to students who are unable to write their final examination at
the scheduled time or to submit their outstanding course work on the last day of classes. In order
to apply for deferred standing, students must complete a Deferred Standing Agreement (DSA)
form and submit their request no later than five (5) business days from the date of the exam. The
request must be properly submitted with supporting documentation directly to the main office of
the School of Administrative Studies (282 Atkinson), NOT to the Course Director. These requests
will be considered on their merit and decisions will be communicated to the students by the main
office.
Students with approved DSA will be able to write their deferred examination between January 2022, 2012. No further extensions of deferred exams shall be granted. The format and covered
content of the deferred examination may be different from that of the originally scheduled
examination. The deferred exam may be closed book, cumulative and comprehensive and may
include all subjects/topics of the textbook whether they have been covered in class or not. Any
request for deferred standing on medical grounds must include an Attending Physician's
Statement form; a “Doctor’s Note” will not be accepted.
DSA Form: http://www.registrar.yorku.ca/pdf/deferred_standing_agreement.pdf
Attending Physician's Statement form:
http://www.yorku.ca/laps/council/students/documents/APS.pdf