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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.
Read more
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.
Read more
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.
In this course you will gain a framework for analyzing how much warmth/friendship/socialization is needed for a range of business relationship types. You will also be introduced to the benefits and drawbacks of distributing on Amazon and other third party platforms in which third party resellers are present. You will be exposed to new platforms for B2B exchange via a guest speakers' presentation of a startup called Inxeption. Finally, you will be exposed to how multichannel routes to market can create superior value for downstream customers.
Register for this course and see more details by visiting:
OpenCourser.com/course/mcjt8j/marketing
What's inside
Syllabus
MANAGING CHANNEL RELATIONSHIPS
This module explains the types of relationships that are possible with channel partners and provides a framework for understanding when and where close partnering relationships are appropriate.
Read more
Syllabus
MANAGING CHANNEL RELATIONSHIPS
This module explains the types of relationships that are possible with channel partners and provides a framework for understanding when and where close partnering relationships are appropriate.
Read more
GRAY MARKETS: THE RIPPLE RUG CAT SCAM CASE
This module and the next addresses issues related to doing business on Amazon. Although selling on Amazon has the potential to grow your business (see the Weisser video), everyone does not have as great an experience. This module will introduce you to the dark side of selling on Amazon: the concept of gray markets via a case study, the Ripple Rug Cat Scam.
DISTRIBUTION STRATEGIES FOR THIRD PARTY PLATFORMS
This panel discussion overviews the key challenges that firms face when distributing on a third party platform such as Amazon.
Multichannel Management
This module explains the various routes to market that firms might use simultaneously as well as the challenges associated with creating and maintaining them.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Builds foundational knowledge in business relationships management
Reviews real-world case studies to illustrate best practices and pitfalls
Provides a framework for distributing products effectively on Amazon
Includes a module on multichannel management strategies
Introduces cutting-edge platforms like Inxeption for B2B exchange
Save this course
Save Marketing Channel Governance to your list so you can find it easily later:
Save
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Activities
Be better prepared
before
your course. Deepen your understanding
during
and
after
it. Supplement your coursework and achieve mastery of the topics covered
in Marketing Channel Governance with these
activities:
Compile a collection of resources on marketing trends and best practices
Show steps
Provides a valuable resource for staying up-to-date on the latest industry trends and best practices.
Show steps
-
Identify and gather relevant articles, videos, or reports on marketing trends and best practices.
-
Organize and categorize the resources for easy reference.
-
Share the compilation with your peers or the course instructor for feedback.
Join a study group or discussion forum related to the course
Show steps
Engaging with peers can enhance your understanding of the course material, provide different perspectives, and foster a sense of community.
Show steps
-
Identify or create a study group or discussion forum related to the course.
-
Participate actively in discussions and share your insights.
-
Collaborate with others on projects or assignments.
Review basic marketing concepts
Show steps
Refreshes your understanding of basic marketing concepts like the marketing mix and target market analysis.
Browse courses on
Marketing Fundamentals
Show steps
-
Revisit your notes or textbooks on basic marketing principles.
-
Complete a practice quiz or review questions on marketing fundamentals.
Seven other activities
Expand to see all activities and additional details
Show all ten activities
Review marketing management concepts
Show steps
Review the foundational concepts of marketing management to strengthen your understanding of the course material.
Browse courses on
Marketing Management
Show steps
-
Re-read key chapters from your marketing management textbook
-
Take practice quizzes or review online resources on marketing management principles
Attend a workshop on social media marketing
Show steps
Provides an opportunity to learn about best practices and strategies for social media marketing, which is increasingly important for businesses.
Show steps
-
Research and identify relevant workshops in your area or online.
-
Register for and attend the workshop.
-
Take notes and actively participate in discussions.
Follow online tutorials on specific marketing tools or techniques
Show steps
Provides a structured way to learn about and practice specific marketing tools or techniques, complementing the theoretical knowledge gained in the course.
Show steps
-
Identify specific marketing tools or techniques you want to learn more about.
-
Search for and select reputable online tutorials or courses.
-
Follow the tutorials step-by-step, completing any exercises or assignments.
Analyze case studies on distribution strategies
Show steps
Engage in case study analysis to apply distribution strategy concepts and gain practical insights.
Browse courses on
Distribution Strategies
Show steps
-
Identify relevant case studies that illustrate various distribution strategies
-
Read and analyze the case studies, focusing on the decision-making process and outcomes
-
Prepare a brief summary or presentation outlining your analysis and key takeaways
Develop a marketing plan for a new product or service
Show steps
Allows you to apply the concepts you learn in the course to a practical scenario, enhancing your understanding of marketing strategy and execution.
Show steps
-
Identify a target market and define the product or service.
-
Conduct market research to gather insights and data.
-
Develop a marketing strategy outlining your goals, target audience, and tactics.
-
Create a detailed marketing plan that includes a budget and timeline.
Read 'Crossing the Chasm' by Geoffrey A. Moore
Show steps
Provides insights into the challenges and strategies for successfully launching new products and technologies, particularly in the context of B2B marketing.
View
The Infinite Staircase: What the Universe Tells...
on Amazon
Show steps
-
Read the book carefully, taking notes on key concepts and ideas.
-
Summarize the main arguments and takeaways from the book.
-
Apply the concepts to your own experiences or industry.
Practice case studies and simulations related to business decision-making
Show steps
Enhances your analytical and problem-solving skills by applying the concepts learned in the course to real-world scenarios.
Show steps
-
Identify and gather relevant case studies or simulations.
-
Analyze the case or simulation carefully, considering different perspectives and factors.
-
Develop and evaluate potential solutions or recommendations.
Compile a collection of resources on marketing trends and best practices
Show steps
Provides a valuable resource for staying up-to-date on the latest industry trends and best practices.
Show steps
Show steps
Show steps
- Identify and gather relevant articles, videos, or reports on marketing trends and best practices.
- Organize and categorize the resources for easy reference.
- Share the compilation with your peers or the course instructor for feedback.
Join a study group or discussion forum related to the course
Show steps
Engaging with peers can enhance your understanding of the course material, provide different perspectives, and foster a sense of community.
Show steps
Show steps
Show steps
- Identify or create a study group or discussion forum related to the course.
- Participate actively in discussions and share your insights.
- Collaborate with others on projects or assignments.
Review basic marketing concepts
Show steps
Refreshes your understanding of basic marketing concepts like the marketing mix and target market analysis.
Browse courses on
Marketing Fundamentals
Show steps
Show steps
Show steps
- Revisit your notes or textbooks on basic marketing principles.
- Complete a practice quiz or review questions on marketing fundamentals.
Seven other activities
Expand to see all activities and additional details
Show all ten activities
Review marketing management concepts
Show steps
Review the foundational concepts of marketing management to strengthen your understanding of the course material.
Browse courses on
Marketing Management
Show steps
Show steps
Show steps
- Re-read key chapters from your marketing management textbook
- Take practice quizzes or review online resources on marketing management principles
Attend a workshop on social media marketing
Show steps
Provides an opportunity to learn about best practices and strategies for social media marketing, which is increasingly important for businesses.
Show steps
Show steps
Show steps
- Research and identify relevant workshops in your area or online.
- Register for and attend the workshop.
- Take notes and actively participate in discussions.
Follow online tutorials on specific marketing tools or techniques
Show steps
Provides a structured way to learn about and practice specific marketing tools or techniques, complementing the theoretical knowledge gained in the course.
Show steps
Show steps
Show steps
- Identify specific marketing tools or techniques you want to learn more about.
- Search for and select reputable online tutorials or courses.
- Follow the tutorials step-by-step, completing any exercises or assignments.
Analyze case studies on distribution strategies
Show steps
Engage in case study analysis to apply distribution strategy concepts and gain practical insights.
Browse courses on
Distribution Strategies
Show steps
Show steps
Show steps
- Identify relevant case studies that illustrate various distribution strategies
- Read and analyze the case studies, focusing on the decision-making process and outcomes
- Prepare a brief summary or presentation outlining your analysis and key takeaways
Develop a marketing plan for a new product or service
Show steps
Allows you to apply the concepts you learn in the course to a practical scenario, enhancing your understanding of marketing strategy and execution.
Show steps
Show steps
Show steps
- Identify a target market and define the product or service.
- Conduct market research to gather insights and data.
- Develop a marketing strategy outlining your goals, target audience, and tactics.
- Create a detailed marketing plan that includes a budget and timeline.
Read 'Crossing the Chasm' by Geoffrey A. Moore
Show steps
Provides insights into the challenges and strategies for successfully launching new products and technologies, particularly in the context of B2B marketing.
View
The Infinite Staircase: What the Universe Tells...
on Amazon
Show steps
Show steps
Show steps
- Read the book carefully, taking notes on key concepts and ideas.
- Summarize the main arguments and takeaways from the book.
- Apply the concepts to your own experiences or industry.
Practice case studies and simulations related to business decision-making
Show steps
Enhances your analytical and problem-solving skills by applying the concepts learned in the course to real-world scenarios.
Show steps
Show steps
Show steps
- Identify and gather relevant case studies or simulations.
- Analyze the case or simulation carefully, considering different perspectives and factors.
- Develop and evaluate potential solutions or recommendations.
Career center
Learners who complete Marketing Channel Governance will develop knowledge and skills
that may be useful to these careers:
Channel Account Manager
Channel Account Manager
Channel Account Managers are responsible for managing relationships with channel partners, such as distributors and resellers. This course will provide you with a framework for understanding channel relationships and how to manage them effectively.
Sales Manager
Sales Manager
Sales Managers lead and motivate sales teams to achieve revenue targets. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of sales.
Financial Analyst
Financial Analyst
Financial Analysts provide financial advice and guidance to individuals and organizations. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of financial analysis.
Product Manager
Product Manager
Product Managers are responsible for the development and marketing of products or services. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of product management.
Logistics Manager
Logistics Manager
Logistics Managers are responsible for planning, implementing, and controlling the movement of goods and services. This course may be useful in helping you understand distribution strategies and how to manage them effectively.
Procurement Manager
Procurement Manager
Procurement Managers are responsible for acquiring goods and services for their organizations. This course may be useful in helping you understand distribution strategies and how to manage them effectively.
Consultant
Consultant
Consultants provide advice and guidance to organizations on a variety of business issues. This course may be useful in helping you develop the skills and knowledge needed to be a successful consultant, particularly in the areas of channel management and distribution strategy.
Marketing Manager
Marketing Manager
Marketing Managers develop and execute marketing strategies and campaigns to promote products or services and increase brand awareness. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of marketing.
Technical Writer
Technical Writer
Technical Writers create and maintain technical documentation. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of technical writing.
Business Development Manager
Business Development Manager
Business Development Managers are responsible for identifying and developing new business opportunities. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of business development.
Supply Chain Manager
Supply Chain Manager
Supply Chain Managers are responsible for planning, implementing, and controlling the flow of goods and services from suppliers to customers. This course may be useful in helping you understand distribution strategies and how to manage them effectively.
Sales Engineer
Sales Engineer
Sales Engineers provide technical support and guidance to customers. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of sales engineering.
Management Analyst
Management Analyst
Management Analysts provide advice and guidance to organizations on a variety of management issues. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of management analysis.
Marketing Research Analyst
Marketing Research Analyst
Marketing Research Analysts conduct research to understand consumer behavior and trends. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of marketing research.
Investment Banker
Investment Banker
Investment Bankers provide financial advice and services to corporations and governments. This course may be useful in helping you understand channel management and distribution strategies, which are important aspects of investment banking.
For more career information including salaries, visit:
OpenCourser.com/course/mcjt8j/marketing
Reading list
We've selected 11 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 Governance.
Provides a strategic perspective on channel management, discussing topics such as channel power, channel conflict, and channel cooperation. It offers insights into how companies can develop and implement effective channel strategies.
Provides a comprehensive framework for understanding value chains and their strategic implications. It discusses how firms can optimize their value chains to improve efficiency, enhance competitiveness, and create sustainable value for customers.
While this book focuses on digital marketing analytics, some of the concepts and techniques discussed, such as data collection and analysis, are equally applicable to understanding marketing channels. It provides practical guidance on leveraging data to optimize marketing campaigns and improve customer engagement.
Explores the rise of platform businesses and their impact on the economy. It discusses the characteristics and dynamics of platform markets and provides insights into how companies can leverage platform strategies to create value and capture market share.
Save
As a general marketing textbook, this book provides foundational concepts and theories relevant to marketing channels. It covers topics such as consumer behavior, market segmentation, and marketing mix, offering a broad perspective on the field of marketing.
Save
This best-selling book provides a behind-the-scenes look at the rise of Amazon, one of the largest and most successful third-party platforms. It offers insights into Amazon's business strategies, culture, and impact on the e-commerce landscape, which will be particularly relevant for students studying the module on distribution strategies for third-party platforms.
This widely used textbook provides a comprehensive foundation in marketing management, including a chapter on channel management. It offers a conceptual framework and practical tools for understanding and managing marketing channels, which will be helpful for students seeking a broader understanding of the course material.
This textbook provides a comprehensive overview of supply chain management, including a chapter on channel management. It offers a theoretical framework and practical tools for understanding and managing supply chains, which will be helpful for students seeking a broader understanding of the course material.
This textbook provides a comprehensive overview of international marketing, including a chapter on channel management. It offers a theoretical framework and practical tools for understanding and managing international marketing channels, which will be helpful for students seeking a broader understanding of the course material.
This textbook provides a comprehensive overview of business marketing management, including a chapter on channel management. It offers a theoretical framework and practical tools for understanding and managing business marketing channels, which will be helpful for students seeking a broader understanding of the course material.
This textbook provides a comprehensive overview of services marketing, including a chapter on channel management. It offers a theoretical framework and practical tools for understanding and managing services marketing channels, which will be helpful for students seeking a broader understanding of the course material.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/mcjt8j/marketing
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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:
- Marketing Channel Governance (viewing)
- Marketing Channel Benefits
- Marketing Channel Functions
- Marketing Channel Incentives
Good to know
Builds foundational knowledge in business relationships management
Reviews real-world case studies to illustrate best practices and pitfalls
Provides a framework for distributing products effectively on Amazon
Includes a module on multichannel management strategies
Introduces cutting-edge platforms like Inxeption for B2B exchange
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