MKT 340 * Marketing Channel

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‫جامعةاألميرسلطان‬
‫كليةإدارةاألعمال‬
‫قسمالتسويقواالدارة‬
Prince Sultan University
College of Business Administartion
Dept. of Marketing and Management
MKT 340 – Marketing Channels
UT 10:30-11:45
FCR-11
Credit: 3 (3,0,0)
Instructor: Dr. Mikhail Zenchenkov
Office: E 346, 3/F
Phone: 01 4948 738
Email: [email protected]
Course Description:
This course deals with the elements and management of marketing
channels. In this course, a marketing channel is viewed as an
interorganizational system involved in the task of making products and
services available for consumption. The main emphasis of this course
is on the initial design of such systems, and the on-going management
of relationships between system participants.
Learning Objectives:
1) Understand what marketing channels are, and their importance.
2) Know the vocabulary of marketing channels and the names of the
various channel intermediaries.
3) Understand the importance of relationships, cooperation, and trust
in B-2-B interactions.
5) Understand the nature of channel conflict and power.
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6) Understand the nature of communication and influence strategies in
channels relationship and in channel coordination/governance.
7) Know how to design, choose, maintain, grow, expand, and/or
establish appropriate marketing channels for a sustainable competitive
advantage.
8) Recognize potential channels threats and opportunities.
9) Think strategically about channels problems, threats, competition,
opportunities, etc.
Course materials:
Course Text book:
Bert Rosenbloom.Marketing Channels: A Management View , 7Th
Edition. Cengage Learning, 2004
http://www.cengage.com/search/productOverview.do?Ntt=9780324186932&Ntk=P_I
sbn13&N=+16+4294922239+4294966576
Recommended Reference:
Anne T.Coughlan , Erin Anderson , Lowis W. Stern & Adel I. ElAnsary. Marketing Channels,7Th Edition . Prentice Hall , 2006.
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Evaluation:
The breakdown of the course assessment is as follows; schedule for 2011, 2nd
semester
Major 1 (exam)
Major 2 (exam)
Final Exam
Project
Participation and attendance
15%
15%
40%
20%
10%
(March 26-30)
(May 14-18)
(June 4-14)
Attendance Policy
Abcences 0-3
Percentage 5%
Abcences 0-5
3-5
2.5%
6-9
5-7
1%
9-11
8
0%
12
9
DN
13
2times/week
3times/week
Assignments, cases and projects:
You can get all support in the class, during the consultation hours and working
both in study groups and individually. You should remember that in advance
preparation and meeting the deadlines will turn into the best result.
PROJECT.
20%, group (3-5 members),
1st draft submision – Feb 28,
2nd draft submission – March 12,
Final submission – April 23,
project
non-submission (-5%)
non-submission (-3%)
after 3 days (-10%), after 5 days 0% for the
STAGES
Report+Video+PPT. The purpose of the report and video interview is to
analyze the promotional methodolgy of the company in order to explore what
are the ways used by the companies to promote organization and evaluate their
effectivenes.
REPORT
Topics for the project:
1.
2.
3.
4.
5.
Channel Design
Channel Members
Channel Environmment
Channel member behavior
Channel Strategy
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6.
7.
8.
9.
10.
11.
12.
Motivating channel members
Product management for specific channels
Pricing Strategy
Promotion
Evaluating channel members performance
E-procurement: Digital distribution
International channels networks management
Report Requirements:
Report should include formal elements:
1. Cover pager: your names, IDs, Subject, Title of the Project, Professor’s
name, date of submission
2. Content page
3. Contacts page: names, IDs and e-mail adresses; phone numbers
4. Executive summary: brief highlights and short introduction to entire
project
5. Introduction: Opening thought about state of the problem
6. Main part: split it in logical parts
7. Conclusion: summary of the paper
8. Appendix: diagrams, tables
9. Reference page, according to harvard reference style
Revision of the report before its submission
1. You should include CD/DVD with the file of the report in the final
submission
2. Presentation is a critical part of the report, therefore review
business reports on the internet and apply professional presentation
format
3. All graphs, tables, and diagrams in the body of the report as well as
in the appendix should be accoumpanied with the source of
information below the item
4. Variety of information sources should be represtned by: on-line
materials, journals, newspapers, magazines, books, dictionaries,
internal/public companies’/organizations’ information
VIDEO. It sould include three perspectives:
 company’s management,
 consumers – in the streets, supermarkets, shopping malls,
 government/social organization/media specialist perspective
General guideline
Get support letter from your professor. Check if company would require prior
conversation with professor or other arrangemnts before allowing you in. Take a
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name card from your professor and exchange it with the person being interviewed,
to later attach it to your report.
1.
2.
3.
4.
Prepare professinal setting in the company before recording
Take pictures with the person interview, using company logos
Chose the camera that can ensure great video and audio quality
Practice to do the recording several and watch to identify the ways to
improve it
5. Check lightning, sound, battery
6. Use free downloads of video editing software
7. You have to submit it in the format played by Windows Media Player
on the DVD disc, check the converters allowing you to compress the
video file
1. PPT
Exams and evaluation criteria
The purpose of the exams is to monitor your academic performance.
Main criteria for evaluation are:
- Logical and structured answer
- Critical evaluation of the questions: assessing different factors,
taking into consideration multiple perspectives
- Recognizing and applying relevant concepts, approaches,
techniques
- Evidence of extra readings on the subject
- Providing personal opinion supported by the knowledgeable
arguments
SAMPLE of the question:
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(Problem): Mobil has realized that different subcultural groups
in Riyadh have never been taken seriously by any telecom
company as a growing consumer segment. (Analysis objective
and approach):In order to understand the new consumers’
needs, behavioral factors related to the specific subculture have
to be reviewed and analyzed. (Requirement): (1) Select one or
two subcultural groups and explain your analysis. (2) How your
analysis will be performed if new product is going to be
introduced to the selected segments
Topics and assignments:
Date
Topic
Assignment
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1. Marketing Channels:
Structure and Functions
2. Segmentation for Marketing Channel
Design: Service Outputs
3. Supply Side Channel Analysis:
Channel Flows and Efficiency
Analysis
4. Supply-Side Channel Analysis:
Channel Structure and Intensity
5. Gap Analysis
6. Channel Power: Getting It, Using It,
Keeping It
7. Managing Conflict to Increase
Channel Coordination
8. Strategic Alliances in Distribution
9. Vertical Integration in Distribution
10. Legal Constraints on Marketing
Channel Policies
11. Retailing
12. Wholesaling
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