Subject details

  • Topics
    • Marketing channel concepts
    • Challenges associated with multi-channels
    • Channel participants
    • Marketing channel strategy and marketing mix
    • Design marketing channels
    • Selecting channel members
    • Target markets and channel design strategy
    • Motivating channel members
    • Product issues in channel management
    • Pricing issues in channel management
    • Promotion through the marketing channels
    • Logistics and channel management
    • Electronic marketing channels
    • Franchise marketing channels
    • Marketing channels for services

Students who successfully complete this subject will be able to:

  1. Examine various marketing channel systems, including the role of channel participants and the business environment in which the channels operate
  2. Develop channel strategies, design alternative channel structures and select appropriate channel members
  3. Work in a team to manage the marketing channel with respect to issues relating to product, pricing, promotion and distribution
  4. Evaluate electronic and franchise marketing channels and the special characteristics of services in channel management.
  • Assignment 1 - Assignment 1 — Individual (20-30%) (0%)
  • Assignment 2 - Assignment 2 — Group (20-30%) (0%)
  • Assignment 3 - Invigilated Exam — Individual (40-60%) (0%)

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a subject

Entry Requirements

You must have successfully completed the following subject(s) before starting this subject:

Special requirements

No special requirements

The aim of this subject is to examine the design and integration of the various marketing channels which make available the various goods and services to the end customers globally. Students will gain an in-depth understanding of the challenges of integrating high-tech electronic channels into conventional marketing channels in order to create a seamless customer experience. The subject covers the core elements of marketing channel systems, the development and management of such systems as well as extensions to traditional marketing channels.

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