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Marketing Channel Functions

Sandy Jap

This course is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship and business development.

This course will cover the concept of channel functions, or the supply side of designing routes to markets. Channel functions are the necessary activities that channel members must provide in order to create the channel benefits that customers desire. You will learn a framework that quantifies channel functions and ultimately, how to use them as the basis for determining channel member work loads and compensation. A final exercise considers how to monetize shipping benefits and align the channel benefits demanded with the necessary supply side activities.

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What's inside

Syllabus

MARKETING CHANNEL FUNCTIONS

This module will define the scope and importance of channel functions, or activities and processes needed to coordinate the players in a channel system.

BUILDING ROUTES TO MARKET: THE CEMEX CASE

This case provides opportunity for practical application of the channel benefit and functions framework discussed thus far.

CHANNEL ALIGNMENT AND OPTIMIZATION

Defines demand and supply side gaps in the channel framework and provides examples and application to a marketplace context.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Explores channel functions and their importance in designing routes to markets, which is standard in the business and marketing industry

Provides a framework for quantifying channel functions and determining channel member workloads and compensation, which is valuable in practice

Includes a final exercise on how to monetize shipping benefits and align channel benefits with supply side activities, providing practical application

Requires familiarity with channel management concepts, which may not be suitable for beginners

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Reviews summary

Well-received marketing course

Learners say this marketing course largely positive and includes great content. Students report that the course is well-organized and includes a good combination of theory and practical applications.

Mix of theory and practice

"The course provides a good mix of theory and practical applications."

"I liked the mix of theoretical and practical elements in the course."

Course is well organized

"The course is well organized and easy to follow."

"I found the course to be very well organized and structured."

Activities

Coming soon We're preparing activities for Marketing Channel Functions. These are activities you can do either before, during, or after a course.

Career center

Learners who complete Marketing Channel Functions will develop knowledge and skills that may be useful to these careers:

Channel Manager

Channel Managers are responsible for managing relationships with channel partners. They work to develop and implement channel strategies, set channel targets, and track channel performance. This course in Marketing Channel Functions would be helpful for Channel Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Channel Manager

Marketing Manager

Marketing Managers are responsible for planning and executing marketing campaigns. They work to develop and maintain brand awareness, generate leads, and drive sales. This course in Marketing Channel Functions would be helpful for Marketing Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Marketing Manager

Logistics Manager

Logistics Managers are responsible for managing the flow of goods and services from suppliers to customers. They work to develop and implement logistics strategies, set logistics targets, and track logistics performance. This course in Marketing Channel Functions would be helpful for Logistics Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Logistics Manager

Supply Chain Manager

Supply Chain Managers are responsible for managing the flow of goods and services from suppliers to customers. They work to develop and implement supply chain strategies, set supply chain targets, and track supply chain performance. This course in Marketing Channel Functions would be helpful for Supply Chain Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Supply Chain Manager

Operations Manager

Operations Managers are responsible for managing the day-to-day operations of a business. They work to ensure that the business is running smoothly and efficiently. This course in Marketing Channel Functions would be helpful for Operations Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Operations Manager

Market Research Analyst

Market Research Analysts are responsible for conducting market research and providing insights to businesses. They work to collect and analyze data on customers, competitors, and markets. This course in Marketing Channel Functions would be helpful for Market Research Analysts because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Market Research Analyst

Sales Manager

Sales Managers are responsible for leading and motivating sales teams. They work to develop and implement sales strategies, set sales targets, and track sales performance. This course in Marketing Channel Functions would be helpful for Sales Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

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Sales Engineer

Sales Engineers are responsible for providing technical support to sales teams. They work with customers to identify their needs and develop solutions. This course in Marketing Channel Functions would be helpful for Sales Engineers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Sales Engineer

Brand Manager

Brand Managers are responsible for managing brands. They work to develop and implement brand strategies, set brand targets, and track brand performance. This course in Marketing Channel Functions would be helpful for Brand Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Brand Manager

Product Manager

Product Managers are responsible for managing the development and launch of new products. They work with engineers, designers, and marketers to create products that meet the needs of customers. This course in Marketing Channel Functions would be helpful for Product Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Product Manager

Customer Success Manager

Customer Success Managers are responsible for ensuring that customers are satisfied with their products and services. They work with customers to resolve issues, provide training, and build relationships. This course in Marketing Channel Functions would be helpful for Customer Success Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Customer Success Manager

Business Development Manager

Business Development Managers are responsible for developing and executing business development strategies. They work to identify new business opportunities, develop new products and services, and build relationships with customers and partners. This course in Marketing Channel Functions would be may be useful for Business Development Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

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Marketing Consultant

Marketing Consultants help businesses to develop and implement marketing strategies. They work with clients to identify their target market, develop marketing messages, and choose the right channels to reach their customers. This course in Marketing Channel Functions would be may be useful for Marketing Consultants because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Marketing Consultant

Public relations manager

Public Relations Managers are responsible for managing public relations campaigns. They work with the media to build and maintain positive relationships with the public. This course in Marketing Channel Functions would be may be useful for Public Relations Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

See salaries and explore the career path for Public relations manager

Advertising Manager

Advertising Managers are responsible for planning and executing advertising campaigns. They work with agencies and media outlets to create and place ads. This course in Marketing Channel Functions would be may be useful for Advertising Managers because it would provide them with a framework for understanding how channels can be used to distribute products and services. It would also help them to develop strategies for optimizing channel performance.

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Reading list

We've selected nine books that we think will supplement your learning. Use these to develop background knowledge, enrich your coursework, and gain a deeper understanding of the topics covered in Marketing Channel Functions.

Handbook of Relationship Marketing

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Discusses the strategic and operational aspects of channel management, with a focus on how to create and manage effective partnerships.

Handbook of Relationship Marketing

Paperback

Marketing Management, Global Edition

Save

Classic textbook on marketing management. It covers all the major topics in marketing, including channel management.

Marketing Management, Global Edition

Paperback

$$$

Principles of Marketing, Global Edition

Save

Provides a more general overview of marketing than Marketing Management. It includes a chapter on channel management.

Principles of Marketing, Global Edition

Paperback

Check price

Principles of Marketing, Global Edition

Kindle Edition

Check price

Supply Chain Management

Save

Provides a comprehensive overview of supply chain management, including the role of marketing channels.

Supply Chain Management Revised, 7th Edition by...

Kindle Edition

Business Logistics/supply Chain Management

Save

Provides a comprehensive overview of logistics management, including the role of marketing channels.

Business Logistics/Supply Chain Management

Paperback

Marketing Channel Strategy

Save

Classic work on marketing channels. It provides a theoretical framework for understanding channel behavior, and it also includes empirical research on channel issues.

Marketing Channel Strategy

Paperback

Check price

Marketing Channel Strategy

Kindle Edition

Check price

Marketing Management

Save

Takes a relational perspective on marketing channels. It examines the relationships between channel members, and it provides strategies for managing these relationships.

Making Media Content

Save

Provides a practical guide to channel management.

Marketing

Save

General introduction to marketing. It includes a chapter on channel management.

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Level

Intermediate

Via

Coursera

Institution

Emory University

Instructor

Sandy Jap

Language

English

Transcript

tiếng Việt

This course belongs to a collection called Marketing Channel Strategy & B2B2C Routes to Market. It's comprised of four courses:

Good to know

Explores channel functions and their importance in designing routes to markets, which is standard in the business and marketing industry

Provides a framework for quantifying channel functions and determining channel member workloads and compensation, which is valuable in practice

Includes a final exercise on how to monetize shipping benefits and align channel benefits with supply side activities, providing practical application

Requires familiarity with channel management concepts, which may not be suitable for beginners

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