Marketing Channel Design and Integration
Duration
- One Semester or equivalent
Contact hours
- 36 contact hours
Prerequisites
Corequisites
NilAims and objectives
This unit examines the design and integration of the various marketing channels which make available the various goods and services to the end customers globally. Students will gain an in-depth understanding of the challenges of integrating high-tech electronic channels into conventional marketing channels in order to create a seamless customer experience.
1. Examine various marketing channel systems, including the role of channel participants and the business environment in which the channels operate
2. Develop channel strategies and structures for various channel members
3. Work in a team to manage the marketing channel with respect to issues relating to product, pricing, promotion and distribution
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face Mode:
(Weekly): Scheduled hours: Lectures (12 x 2 hours), Tutorials (12 x 1 hour)
Other Student workload: Other activities including independent study and assessment tasks for a total of approximately 150 hours
Online:
Students are expected to spend 12 hrs per week in engagement online with learning activities and discussion boards; and other activities including independent study and assessment tasks for a total of approximately 150 hours
Online (SOL):
Students are expected to spend 4 hrs per week in engagement online with learning activities and discussion boards; and other activities including independent study and assessment tasks for a total of approximately 150 hours
Assessment
Exam (Individual) 40 - 60%
Assignment (Individual) 20 - 30%
Assignment (Group) 20 - 30%
Assignment (Individual) 20 - 30%
Assignment (Group) 20 - 30%
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
• analysis skills
• communication skills
• ability to tackle unfamiliar problems
• ability to work independently
• teamwork skills
Content
1. Marketing channel systems which include the following:
• The challenges associated with multi-channels
• The channel participants
• The business environment in which the channels operate
2. Developing the marketing channel systems which includes the following:
• Designing marketing channels
• Selecting channel members
• Target markets and channel design strategy
3. Managing the marketing channel which includes the following:
• Product issues in channel management
• Pricing issues in channel management
• Promotion through the marketing channels
• Logistics and channel management
4. Additional perspectives on marketing channels which includes the following:
• Franchise marketing channels
• Marketing channels for services
Study resources
- Reading materials.
Reading materials
Students are advised to check the unit outline in the relevant teaching period for appropriate textbooks and further reading.