Faculty: Bucklin, R.
This course provides the background and analytical skills necessary for effective management of the marketing aspects of a distribution channel. The course is organized around three modules. The first module, Channel Design and Selection, covers the strategic aspects of distribution and addresses the choice of distribution systems (e.g., direct sales versus distributors) and use of multi-channel systems. The second module, Management of Sales and Distribution Systems, covers the management of a direct sales force and the tactical management of a dealer network. The third module, Management within the Channel, focuses on the challenges involved in managing channel intermediaries such as retailers, brokers, and wholesalers.
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