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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.
This course will introduce you to the concept of channel benefits, which focuses on HOW customers want to buy. This is a critical first step and represents the demand side of designing routes to markets. You will learn which channel benefits are most commonly desired by customers. Finally, you will gain frameworks for how to quantify and tradeoff these benefits so as to create a range of strategic options.
Register for this course and see more details by visiting:
OpenCourser.com/course/nx7yax/marketing
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What's inside
Syllabus
INTRODUCTION
This module will define the scope and importance of marketing channels in the firm's route-to-market strategy. A case example involving distribution of oral rehydration salts in Africa will be used as an example of the trade offs, objectives, and practical solutions that a channel strategist would employ. This module will also overview the course structure and the general framework for developing your channel strategy, solving route-to-market problems, and the organization of the course content. Begin by downloading the slide deck in the reading section to annotate and follow along with the video lecture.
Read more
Syllabus
INTRODUCTION
This module will define the scope and importance of marketing channels in the firm's route-to-market strategy. A case example involving distribution of oral rehydration salts in Africa will be used as an example of the trade offs, objectives, and practical solutions that a channel strategist would employ. This module will also overview the course structure and the general framework for developing your channel strategy, solving route-to-market problems, and the organization of the course content. Begin by downloading the slide deck in the reading section to annotate and follow along with the video lecture.
Read more
EXPLOSIVE CHANNEL VALUE
In this session, we will consider how marketing channel strategy can be a source of value, leading to revenue growth via the identification of new customer segments or intensifying existing segment purchases. A series of examples will illustrate how innovative routes-to-market can result in explosive value and differentiated product-channel offerings that can become the basis of competitive advantage.
CHANNEL BENEFITS
Overviews the most common channel benefits desired and valuation differences. Provides a case example of how these preferences can and should drive key channel decisions, like whether a grocer should offer an online channel to customers.
AUDITING BENEFITS
This session will illustrate how to use a channel benefit audit tool to guide channel solutions and resource priorities. The channel benefit audit is fundamental to informing decisions around positioning, pricing, and competitive advantage.
Good to know
Good to know
Know what's good ,
what to watch for , and
possible dealbreakers
Explores channel benefits, which is standard in marketing strategy
Taught by Sandy Jap, who are recognized for their work in marketing strategy
Develops channel benefits and trade-offs, which are core skills for marketing and sales professionals
Examines how channel benefits can drive competitive advantage
Uses a channel benefit audit tool to guide channel solutions
Provides a case example of how channel benefits can impact grocer decisions
Save this course
Save Marketing Channel Benefits to your list so you can find it easily later:
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Reviews summary
Valuable marketing course
According to learners, Marketing Channel Benefits is a valuable course that provides useful knowledge about marketing channels. Students say the course is well-taught with clear explanations and engaging examples. Overall, learners say this course is helpful for understanding how to add value to a product or business through marketing channels.
Course content is easy to understand.
"Good and easy to understand"
"The course is explained really well"
"clear she knows a lot about the topic"
Course content is helpful for understanding marketing channels.
"This course was very helpful for understanding the impact of channel benefits in the market"
"it was really great experience"
"Incredible course to learn about Marketing Channels"
Instructor speaks slowly
"I only recommend you watch the videos on 1.25x or 1.5x, because the professor speaks a little slow."
Quiz errors need to be fixed
"Good and easy to understand, but there are some errors in the quizzes."
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 Benefits with these
activities:
Brush up on marketing basics
Show steps
This course builds on core marketing concepts learned in introductory courses, so reviewing these basics will ensure you're up to speed.
Show steps
-
Revisit your notes or textbook from an introductory marketing course.
-
Review online resources such as articles, videos, or blog posts on marketing basics.
Strengthen your analytical skills
Show steps
This course involves analyzing customer preferences and market data, so ensuring your analytical skills are sharp will help you excel in the assignments.
Browse courses on
Analytical Skills
Show steps
-
Review your notes or textbook from an introductory statistics or data analysis course.
-
Solve sample problems and practice using statistical software.
Follow tutorials on channel benefit analysis
Show steps
This course introduces the concept of channel benefits, so following tutorials will provide practical examples to reinforce your understanding.
Show steps
-
Search for online tutorials on channel benefit analysis.
-
Follow the steps in the tutorials to conduct your own channel benefit analysis.
-
Review real-world case studies to see how channel benefit analysis is applied.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in a study group
Show steps
Collaborating with peers will allow you to share and discuss ideas, which can lead to a deeper understanding of the course material.
Show steps
-
Find a study group or start your own.
-
Meet regularly to discuss the course material, work on assignments, and prepare for exams.
Solve case studies on channel strategy
Show steps
Applying your knowledge to real-world scenarios will help you develop your strategic thinking and decision-making skills.
Show steps
-
Find case studies on channel strategy.
-
Analyze the case studies and develop your own channel strategies.
-
Compare your strategies with those of other students or experts.
Volunteer at a nonprofit organization focused on marketing or sales
Show steps
Gaining practical experience in the field will provide you with valuable insights and enhance your understanding of the concepts discussed in the course.
Browse courses on
Marketing
Show steps
-
Find a nonprofit organization that aligns with your interests.
-
Contact the organization and inquire about volunteer opportunities.
-
Perform tasks related to marketing or sales, such as conducting market research, developing marketing campaigns, or managing customer relationships.
Compile a resource library
Show steps
Having a curated collection of resources will provide you with easy access to valuable information for future reference.
Show steps
-
Gather resources such as articles, videos, case studies, and books related to channel strategy.
-
Organize the resources into categories or topics.
-
Create a central location to store and access the resources.
Develop a channel strategy for a specific product
Show steps
Creating a channel strategy from scratch will allow you to apply all the concepts learned in the course and develop a comprehensive plan for a real-world product.
Show steps
-
Choose a product that you're interested in.
-
Research the market for the product and identify potential customers.
-
Develop a channel strategy that outlines how you will reach your target customers.
-
Implement your channel strategy and track the results.
Brush up on marketing basics
Show steps
This course builds on core marketing concepts learned in introductory courses, so reviewing these basics will ensure you're up to speed.
Show steps
Show steps
Show steps
- Revisit your notes or textbook from an introductory marketing course.
- Review online resources such as articles, videos, or blog posts on marketing basics.
Strengthen your analytical skills
Show steps
This course involves analyzing customer preferences and market data, so ensuring your analytical skills are sharp will help you excel in the assignments.
Browse courses on
Analytical Skills
Show steps
Show steps
Show steps
- Review your notes or textbook from an introductory statistics or data analysis course.
- Solve sample problems and practice using statistical software.
Follow tutorials on channel benefit analysis
Show steps
This course introduces the concept of channel benefits, so following tutorials will provide practical examples to reinforce your understanding.
Show steps
Show steps
Show steps
- Search for online tutorials on channel benefit analysis.
- Follow the steps in the tutorials to conduct your own channel benefit analysis.
- Review real-world case studies to see how channel benefit analysis is applied.
Five other activities
Expand to see all activities and additional details
Show all eight activities
Participate in a study group
Show steps
Collaborating with peers will allow you to share and discuss ideas, which can lead to a deeper understanding of the course material.
Show steps
Show steps
Show steps
- Find a study group or start your own.
- Meet regularly to discuss the course material, work on assignments, and prepare for exams.
Solve case studies on channel strategy
Show steps
Applying your knowledge to real-world scenarios will help you develop your strategic thinking and decision-making skills.
Show steps
Show steps
Show steps
- Find case studies on channel strategy.
- Analyze the case studies and develop your own channel strategies.
- Compare your strategies with those of other students or experts.
Volunteer at a nonprofit organization focused on marketing or sales
Show steps
Gaining practical experience in the field will provide you with valuable insights and enhance your understanding of the concepts discussed in the course.
Browse courses on
Marketing
Show steps
Show steps
Show steps
- Find a nonprofit organization that aligns with your interests.
- Contact the organization and inquire about volunteer opportunities.
- Perform tasks related to marketing or sales, such as conducting market research, developing marketing campaigns, or managing customer relationships.
Compile a resource library
Show steps
Having a curated collection of resources will provide you with easy access to valuable information for future reference.
Show steps
Show steps
Show steps
- Gather resources such as articles, videos, case studies, and books related to channel strategy.
- Organize the resources into categories or topics.
- Create a central location to store and access the resources.
Develop a channel strategy for a specific product
Show steps
Creating a channel strategy from scratch will allow you to apply all the concepts learned in the course and develop a comprehensive plan for a real-world product.
Show steps
Show steps
Show steps
- Choose a product that you're interested in.
- Research the market for the product and identify potential customers.
- Develop a channel strategy that outlines how you will reach your target customers.
- Implement your channel strategy and track the results.
Career center
Learners who complete Marketing Channel Benefits will develop knowledge and skills
that may be useful to these careers:
Channel Marketing Manager
Channel Marketing Manager
A Channel Marketing Manager is responsible for developing and managing marketing strategies for an organization's distribution channels. They may conduct market research, analyze data, and develop marketing campaigns to reach target customers through the most effective channels. This course may be useful for a Channel Marketing Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Market Research Analyst
Market Research Analyst
A Market Research Analyst collects, analyzes, and interprets data about markets, customers, and competitors. They may conduct surveys, interviews, and focus groups to gather information about customer needs and preferences. This course may be useful for a Market Research Analyst, as it provides a framework for understanding customer preferences and how they can be used to develop marketing strategies.
Marketing Manager
Marketing Manager
A Marketing Manager is responsible for developing and implementing marketing strategies to promote the products and services of an organization. They may conduct market research, analyze data, and develop marketing campaigns to reach target customers. This course may be useful for a Marketing Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Brand Manager
Brand Manager
A Brand Manager is responsible for developing and managing the brand identity of an organization. They may conduct market research, analyze data, and develop marketing campaigns to build brand awareness and loyalty. This course may be useful for a Brand Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Customer Experience Manager
Customer Experience Manager
A Customer Experience Manager is responsible for developing and implementing strategies to improve the customer experience. They may conduct market research, analyze data, and develop customer service programs to ensure that customers have a positive experience with an organization. This course may be useful for a Customer Experience Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Sales Manager
Sales Manager
A Sales Manager is responsible for leading and managing a team of sales representatives. They may develop and implement sales strategies, set sales targets, and motivate and train their team to achieve those targets. This course may be useful for a Sales Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Business Development Manager
Business Development Manager
A Business Development Manager is responsible for identifying, evaluating, and pursuing new business opportunities. They may conduct market research, develop sales strategies, and manage relationships with customers and partners. This course may help build a foundation for a career as a Business Development Manager, as it gives an overview of the most common channel benefits desired by customers and how to quantify and tradeoff these benefits.
Pricing Manager
Pricing Manager
A Pricing Manager is responsible for developing and implementing pricing strategies for an organization. They may conduct market research, analyze data, and develop pricing models to optimize revenue and profitability. This course may be useful for a Pricing Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Data Analyst
Data Analyst
A Data Analyst is responsible for collecting, analyzing, and interpreting data to provide insights to an organization. They may use statistical techniques and data visualization tools to identify trends and patterns in data. This course may be useful for a Data Analyst, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Product Manager
Product Manager
A Product Manager is responsible for the planning, development, and launch of new products and services. They may conduct market research, analyze data, and develop marketing strategies to promote the success of their products. This course may be useful for a Product Manager, as it provides insights into customer preferences and how to incorporate those preferences into product development.
Logistics Manager
Logistics Manager
A Logistics Manager is responsible for planning, organizing, and managing the movement of goods and materials. They may oversee transportation, warehousing, and inventory management functions. This course may be useful for a Logistics Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Operations Manager
Operations Manager
An Operations Manager is responsible for planning, organizing, and managing the day-to-day operations of an organization. They may oversee production, distribution, and customer service functions. This course may be useful for an Operations Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Supply Chain Manager
Supply Chain Manager
A Supply Chain Manager is responsible for planning, organizing, and managing the flow of goods and services from suppliers to customers. They may oversee transportation, warehousing, and inventory management functions. This course may be useful for a Supply Chain Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Inventory Manager
Inventory Manager
An Inventory Manager is responsible for planning, organizing, and managing the flow of inventory within an organization. They may oversee the purchasing, storage, and distribution of inventory. This course may be useful for an Inventory Manager, as it provides a framework for understanding customer preferences and how to develop strategies to meet those preferences.
Strategic Planning Manager
Strategic Planning Manager
A Strategic Planning Manager designs, recommends, and implements strategies and policies for an organization. They may conduct research and analysis in order to forecast trends and develop plans for future growth. This course may be useful for a prospective Strategic Planning Manager, as it teaches how to consider customer preferences and develop strategies to meet those preferences.
For more career information including salaries, visit:
OpenCourser.com/course/nx7yax/marketing
Reading list
We've selected 14 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 Benefits.
Provides a comprehensive overview of marketing channels and their role in creating value for customers. It covers a wide range of topics, including channel design, channel management, and channel performance measurement. This book valuable resource for anyone who wants to learn more about marketing channels.
Save
Provides a comprehensive overview of marketing management. It covers a wide range of topics, including marketing strategy, marketing research, and product development. This book valuable resource for anyone who wants to earn more about marketing management.
Provides a comprehensive overview of strategic marketing management. It covers a wide range of topics, including marketing strategy, marketing research, and product development. This book valuable resource for anyone who wants to learn more about strategic marketing management.
Provides a valuable framework for understanding how new technologies can disrupt existing markets. It must-read for anyone who wants to learn more about innovation and technology management.
Provides a valuable framework for understanding how to market and sell technology products to mainstream customers. It must-read for anyone who wants to learn more about marketing and technology management.
Provides a valuable framework for understanding the challenges of building a successful business. It must-read for anyone who wants to learn more about entrepreneurship and management.
Save
Provides a valuable framework for understanding what makes a good strategy. It must-read for anyone who wants to learn more about strategic planning and management.
Provides a valuable framework for understanding how to build a successful startup. It must-read for anyone who wants to learn more about entrepreneurship and innovation.
Save
Provides a valuable framework for understanding how to get customers for your startup. It must-read for anyone who wants to learn more about marketing and sales.
Provides a valuable framework for understanding how to develop a marketing plan. It must-read for anyone who wants to learn more about marketing strategy and planning.
Provides a valuable framework for understanding the fundamental principles of marketing. It must-read for anyone who wants to learn more about marketing strategy and planning.
Save
Provides a valuable framework for understanding the art and science of advertising. It must-read for anyone who wants to learn more about marketing and communications.
Provides a valuable framework for understanding how to position your product or service in the market. It must-read for anyone who wants to learn more about marketing strategy and planning.
Save
Provides a valuable framework for understanding how to make your marketing more contagious. It must-read for anyone who wants to learn more about marketing and communications.
For more information about how these books relate to this course, visit:
OpenCourser.com/course/nx7yax/marketing
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Level
Intermediate
Via
Coursera
Institution
Emory University
Instructor
Sandy Jap
Language
English
Transcripts
Español
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Português
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Italiano
中文
العربية
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This course belongs to a
collection
called
Marketing Channel Strategy & B2B2C Routes to Market. It's comprised of four courses:
- Marketing Channel Governance
- Marketing Channel Benefits (viewing)
- Marketing Channel Functions
- Marketing Channel Incentives
Good to know
Explores channel benefits, which is standard in marketing strategy
Taught by Sandy Jap, who are recognized for their work in marketing strategy
Develops channel benefits and trade-offs, which are core skills for marketing and sales professionals
Examines how channel benefits can drive competitive advantage
Uses a channel benefit audit tool to guide channel solutions
Provides a case example of how channel benefits can impact grocer decisions
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