Syllabus for the course
CHANNEL DISTRIBUTION MARKETING
Course code:
Course title in language of
instruction:
IP 363
Channel Distribution Marketing
Course title in Czech:
Course title in English:
Channel Distribution Marketing
Channel Distribution Marketing
Number of ECTS credits allocated:
Mode of delivery:
Mode of completion:
Language of instruction:
3
face–to–face; 0/2 (hours of lectures per week / hours of seminars per
week) as semestral course
graded course
czech, english
Level of course and year of study:
Semester:
Name of lecturer(s):
master (second cycle): 1
SS 2013/2014
Ing. Ludmila Štěrbová, CSc. (supervisor)
Prerequisites and co-requisites:
Recommended optional
programme components:
Work placement:
none
none
none
Aims of the course:
This course teaches students how to make decisions regarding selling channels and the physical distribution of products. The course addresses channel structures including retailing, wholesaling, and other agency relationships. Emphasis is placed on understanding how to design, implement, manage, and evaluate a channel distribution strategy.
Learning outcomes and competences:
Upon successful completion of this course, students will be able to:
1.Design a channel strategy to distribute products consistent with the firms‘
overall marketing position
2.Design a plan to find, select, and secure channel members
3.Develop a plan to motivate channel members to act int the firm‘s best interest
4.Develop recommendations for managing the channels on product, pricing
and promoting issues
5.Develop a system for monitoring and evaluating the performance of each
channel member
6.Understand the difference between American vs international channels
7.Learn various choices that affect customers, employees, and the community
8.Understand E-Commerce, Logistics and Supply Chain Management
Course contents:
1. Session I.
a) Marketing Channels: Structure and Functions
b) Segmentation for Channel Design
c) Supply Side Channel Analysis: Channel Flows and Efficiency
d) Channel Structure and Intensity
e) Gap Analysis, source gaps, demand side vs supply side gaps
f) In the real world, why is it so difficult to get the right distribution channels?
2. Session II.
1
a) Channel Power: Getting It, Using It, Keeping It
b) Managing Conflict to Increase Channel Coordination
c) Strategic Alliances in Distribution
d) Relationships in Marketing Channels
e) Vertical Integration in Distribution
f) Why is it not possible to get good outsourcing contracts?
3. Session III. (lectures: 4, seminars: 4)
a) Legal Constraints on Marketing Channel Policies
b) Global Retailers and their Channels of Distribution
c) Direct Sales, Multi-Level Marketing and Compensation
d) Wholesaling and Master Distributor
e) Franchising, Logistics and Supply Chain Management
f) Final Project Papers and Presentations
4. Methodology
a) The course outline will be divided into six sessions, covering 26 contact hours, spread over 3 lecture/lecture days.
b) Being an intensive course, pre-reading of the texts will be expected.
c) Short cases and illustrations of contemporary sales force strategies will be discussed.
5. Suggested readings:
“Marketing Channels“, 7th Edition, by Coughlan, Anderson, Stern, El-Ansary,
ISBN#01319-13468, Prentice Hall (2006)
6. End – Final Projects will be suggested for relevant topics.
7. Assessment methods and criteria:
Active lecture/seminar participation 30%
Assignment I, II, III 30%
Final Paper 20%
Final Presentation 20%
Learning activities, teaching methods and workload (hours):
Type of teaching method
Participation in lectures
Preparation for lectures
Attendance at seminars/workshops/tutorials
Preparation for seminars/workshops/tutorials
Preparation of presentation
Preparation for final test
Total
Hours of workload
daily attendance
13
18
13
8
10
16
78
Assessment methods and criteria:
Requirement type
Active lecture/seminar/workshop/tutorial participation
Term paper
Presentation
Mid-term test(s)
Total
Weight
daily attendance
30 %
20 %
20 %
30 %
100 %
2
Assessment:
Graded courses
1 Excellent (90 – 100%)
2 Very good (75 – 89%)
3 Good (60 – 74%)
4 Insufficient (0 – 59%)
Ungraded courses
P Passed
NP Not Passed
Special requirements and details:
none
Reading:
Type* Author
RE
Title
Published in
Publisher
Year
ISBN
“Marketing Channels“, 7th Edition, by Coughlan, Anderson, Stern, El-Ansary, ISBN 01319-13468, Prentice Hall (2006)
* RQ – required
RE – recommended
3