Curriculum
- 8 Sections
- 167 Lessons
- 10 Weeks
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- Introduction to Marketing Channels14
- 1.11- Definition and Importance of Marketing Channels
- 1.2Accessibility
- 1.3Efficiency
- 1.4Market Coverage
- 1.5Value Addition
- 1.6Risk Reduction
- 1.72- Evolution of Distribution Channels
- 1.83- Role in the Marketing Mix
- 1.9Place Strategy
- 1.10Market Coverage
- 1.11Logistics and Supply Chain Management
- 1.12Channel Management
- 1.13Case Studies
- 1.14Rest
- Channel Intermediaries21
- 2.1Types of Intermediaries
- 2.2Retailers
- 2.3Wholesalers
- 2.4Agents and Brokers
- 2.5Distributors
- 2.62- Functions and Roles of Intermediaries
- 2.7Transaction Facilitation
- 2.8Logistics and Storage
- 2.9Risk Management
- 2.10Market Information
- 2.11Financing
- 2.12Promotion and Marketing
- 2.133- Channel Structure and Organization
- 2.14Direct Distribution
- 2.15Indirect Distribution
- 2.16Channel Length
- 2.17Channel Conflict
- 2.18Vertical Integration
- 2.19Channel Power and Leadership
- 2.20Case Studies
- 2.21Rest
- Channel Design and Management24
- 3.11- Channel Design Decisions
- 3.2Channel Objectives
- 3.3Customer Segmentation
- 3.4Product Characteristics
- 3.5Market Coverage
- 3.6Channel Length
- 3.72- Channel Strategy Formulation
- 3.8Direct vs. Indirect Channels
- 3.9Multichannel vs. Omnichannel
- 3.10Channel Integration
- 3.113- Evaluating and Selecting Channel Members
- 3.12Channel Member Criteria
- 3.13Performance Metrics
- 3.14Contracts and Agreements
- 3.154- Managing Channel Relationships
- 3.16Communication
- 3.17Training and Support
- 3.18Conflict Resolution
- 3.19Incentives and Rewards
- 3.205- Adaptation and Continuous Improvement
- 3.21Market Changes
- 3.22Feedback Mechanisms
- 3.23Rest
- 3.24Case Studies
- Channel Conflict and Resolution24
- 4.11- Causes of Channel Conflict
- 4.2Goal Incompatibility
- 4.3Perceived Unfairness
- 4.4Role Ambiguity
- 4.5Resource Scarcity
- 4.6Communication Breakdown
- 4.72- Types of Channel Conflict
- 4.8Horizontal Conflict
- 4.9Vertical Conflict
- 4.10Multichannel Conflict
- 4.113- Conflict Resolution Strategies
- 4.12Communication
- 4.13Negotiation
- 4.14Mediation
- 4.15Arbitration
- 4.16Contractual Agreements
- 4.174- Balancing Channel Power
- 4.18Mutual Dependence
- 4.19Fair Policies
- 4.20Information Sharing
- 4.21Collaborative Planning
- 4.22Regular Evaluation
- 4.23Rest
- 4.24Case Studies
- Retailing and Merchandising21
- 5.11- Types of Retailers
- 5.2Brick-and-Mortar Retailers
- 5.3E-Commerce Retailers
- 5.4Omni-channel Retailers
- 5.5Discount Retailers
- 5.6Specialty Retailers
- 5.7Department Stores
- 5.82- Retailing Strategies
- 5.9Price-Based Strategies
- 5.10Product Assortment and Merchandising
- 5.11Customer Service
- 5.12Location and Store Layout
- 5.13E-commerce and Technology Integration
- 5.143- Merchandising Techniques
- 5.15Visual Merchandising
- 5.16Inventory Management
- 5.17Promotional Merchandising
- 5.18Planograms
- 5.19Cross-Selling and Up-Selling
- 5.20Rest
- 5.21Case Studies
- Wholesaling and Distribution21
- 6.11- Types of Wholesalers
- 6.2Merchant Wholesalers
- 6.3Agents and Brokers
- 6.4Manufacturers’ Sales Branches and Offices
- 6.5Specialty Wholesalers
- 6.6Cash and Carry Wholesalers
- 6.72- Functions of Wholesalers
- 6.8Buying and Assembling
- 6.9Bulk Breaking
- 6.10Warehousing
- 6.11Transportation
- 6.12Financing
- 6.13Risk Bearing
- 6.143- Distribution Strategies
- 6.15Intensive Distribution
- 6.16Selective Distribution
- 6.17Exclusive Distribution
- 6.18Direct Distribution
- 6.19Indirect Distribution
- 6.20Case studies
- 6.21Rest
- E-commerce and Omnichannel Marketing20
- 7.11- Impact of Digital Technology on Marketing Channels
- 7.2Global Reach
- 7.3Personalization
- 7.4Social Media
- 7.5Mobile Marketing
- 7.6Data Analytics
- 7.72- E-commerce Strategies
- 7.8User-Friendly Websites
- 7.9Mobile Commerce (M-commerce)
- 7.10Personalization
- 7.11Social Commerce
- 7.12Fast and Secure Payment Options
- 7.133- Omnichannel Integration
- 7.14Seamless Customer Experience
- 7.15Inventory Management
- 7.16Order Fulfillment
- 7.17Data Synchronization
- 7.18Marketing Consistency
- 7.19Case Studies
- 7.20Rest
- Channel Performance Metrics and Evaluation22
- 8.11- Key Performance Indicators (KPIs) for Channels
- 8.2Traffic Metrics
- 8.3Engagement Metrics
- 8.4Lead Generation and Customer Acquisition
- 8.5Revenue Metrics
- 8.6Customer Retention
- 8.72- Evaluating Channel Effectiveness
- 8.8Attribution Modeling
- 8.9Customer Segmentation
- 8.10A/B Testing
- 8.11Customer Feedback
- 8.123- Adjusting and Optimizing Channels
- 8.13Reallocation of Resources
- 8.14Continuous Testing and Experimentation
- 8.15Optimizing Content
- 8.16Leveraging Data Analytics
- 8.17Stay Updated on Trends
- 8.18Cross-Channel Integration
- 8.19Case Studies
- 8.20Rest
- 8.21Exam
- 8.22Contact Form