Channel Value Creation

AY2021/2022 Semester 2

Marketing Channel is one of the most important assets in the organization's overall marketing strategy in this era where there exists much congestion in the market for similar products. Organizations must reach their consumers effectively but then how should we approach them? Innovation can come from 'place' by focusing on 'How do my customers want to buy?' Even with the same product, channel design and management could make that difference between success and failure, which we define as 'explosive channel value'. This course is designed to help understand the key elements of the marketing channels and appreciate the value of the question 'how do my customers want to buy?' Also, help future marketers (you) to apply the channel concepts into a real world. By taking this course, you will be provided with a foundation and framework in auditing/designing marketing distribution strategies. More specifically, you be equipped with tools to audit the current channel design and framework to create the explosive channel value, which involve both consumer-centric perspectives as well as firm-centric perspective. You will also be exposed to management issues in distribution channels.