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Sales
How to Manage Marketing Channels?
How to Manage Marketing Channels?
Curriculum
8 Sections
165 Lessons
10 Weeks
Expand all sections
Collapse all sections
Introduction to Marketing Channels
14
1.1
1- Definition and Importance of Marketing Channels
1.2
Accessibility
1.3
Efficiency
1.4
Market Coverage
1.5
Value Addition
1.6
Risk Reduction
1.7
2- Evolution of Distribution Channels
1.8
3- Role in the Marketing Mix
1.9
Place Strategy
1.10
Market Coverage
1.11
Logistics and Supply Chain Management
1.12
Channel Management
1.13
Case Studies
1.14
Rest
Channel Intermediaries
21
2.1
Types of Intermediaries
2.2
Retailers
2.3
Wholesalers
2.4
Agents and Brokers
2.5
Distributors
2.6
2- Functions and Roles of Intermediaries
2.7
Transaction Facilitation
2.8
Logistics and Storage
2.9
Risk Management
2.10
Market Information
2.11
Financing
2.12
Promotion and Marketing
2.13
3- Channel Structure and Organization
2.14
Direct Distribution
2.15
Indirect Distribution
2.16
Channel Length
2.17
Channel Conflict
2.18
Vertical Integration
2.19
Channel Power and Leadership
2.20
Case Studies
2.21
Rest
Channel Design and Management
24
3.1
1- Channel Design Decisions
3.2
Channel Objectives
3.3
Customer Segmentation
3.4
Product Characteristics
3.5
Market Coverage
3.6
Channel Length
3.7
2- Channel Strategy Formulation
3.8
Direct vs. Indirect Channels
3.9
Multichannel vs. Omnichannel
3.10
Channel Integration
3.11
3- Evaluating and Selecting Channel Members
3.12
Channel Member Criteria
3.13
Performance Metrics
3.14
Contracts and Agreements
3.15
4- Managing Channel Relationships
3.16
Communication
3.17
Training and Support
3.18
Conflict Resolution
3.19
Incentives and Rewards
3.20
5- Adaptation and Continuous Improvement
3.21
Market Changes
3.22
Feedback Mechanisms
3.23
Case Studies
3.24
Rest
Channel Conflict and Resolution
24
4.1
1- Causes of Channel Conflict
4.2
Goal Incompatibility
4.3
Perceived Unfairness
4.4
Role Ambiguity
4.5
Resource Scarcity
4.6
Communication Breakdown
4.7
2- Types of Channel Conflict
4.8
Horizontal Conflict
4.9
Vertical Conflict
4.10
Multichannel Conflict
4.11
3- Conflict Resolution Strategies
4.12
Communication
4.13
Negotiation
4.14
Mediation
4.15
Arbitration
4.16
Contractual Agreements
4.17
4- Balancing Channel Power
4.18
Mutual Dependence
4.19
Fair Policies
4.20
Information Sharing
4.21
Collaborative Planning
4.22
Regular Evaluation
4.23
Case Studies
4.24
Rest
Retailing and Merchandising
21
5.1
1- Types of Retailers
5.2
Brick-and-Mortar Retailers
5.3
E-Commerce Retailers
5.4
Omni-channel Retailers
5.5
Discount Retailers
5.6
Specialty Retailers
5.7
Department Stores
5.8
2- Retailing Strategies
5.9
Price-Based Strategies
5.10
Product Assortment and Merchandising
5.11
Customer Service
5.12
Location and Store Layout
5.13
E-commerce and Technology Integration
5.14
3- Merchandising Techniques
5.15
Visual Merchandising
5.16
Inventory Management
5.17
Promotional Merchandising
5.18
Planograms
5.19
Cross-Selling and Up-Selling
5.20
Case Studies
5.21
Rest
Wholesaling and Distribution
21
6.1
1- Types of Wholesalers
6.2
Merchant Wholesalers
6.3
Agents and Brokers
6.4
Manufacturers’ Sales Branches and Offices
6.5
Specialty Wholesalers
6.6
Cash and Carry Wholesalers
6.7
2- Functions of Wholesalers
6.8
Buying and Assembling
6.9
Bulk Breaking
6.10
Warehousing
6.11
Transportation
6.12
Financing
6.13
Risk Bearing
6.14
3- Distribution Strategies
6.15
Intensive Distribution
6.16
Selective Distribution
6.17
Exclusive Distribution
6.18
Direct Distribution
6.19
Indirect Distribution
6.20
Case studies
6.21
Rest
E-commerce and Omnichannel Marketing
20
7.1
1- Impact of Digital Technology on Marketing Channels
7.2
Global Reach
7.3
Personalization
7.4
Social Media
7.5
Mobile Marketing
7.6
Data Analytics
7.7
2- E-commerce Strategies
7.8
User-Friendly Websites
7.9
Mobile Commerce (M-commerce)
7.10
Personalization
7.11
Social Commerce
7.12
Fast and Secure Payment Options
7.13
3- Omnichannel Integration
7.14
Seamless Customer Experience
7.15
Inventory Management
7.16
Order Fulfillment
7.17
Data Synchronization
7.18
Marketing Consistency
7.19
Case Studies
7.20
Rest
Channel Performance Metrics and Evaluation
21
8.1
1- Key Performance Indicators (KPIs) for Channels
8.2
Traffic Metrics
8.3
Engagement Metrics
8.4
Lead Generation and Customer Acquisition
8.5
Revenue Metrics
8.6
Customer Retention
8.7
2- Evaluating Channel Effectiveness
8.8
Attribution Modeling
8.9
Customer Segmentation
8.10
A/B Testing
8.11
Customer Feedback
8.12
3- Adjusting and Optimizing Channels
8.13
Reallocation of Resources
8.14
Continuous Testing and Experimentation
8.15
Optimizing Content
8.16
Leveraging Data Analytics
8.17
Stay Updated on Trends
8.18
Cross-Channel Integration
8.19
Case Studies
8.20
Rest
8.21
Marketing Channels
30 Minutes
10 Questions
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