Marketing Channel Design and Integration | Units of study... | Swinburne University of Technology

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MKT20023 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students

Duration

One Semester or equivalent

Contact hours

36 contact hours

2020 teaching periods

Swinburne Online

Teaching Period 2
Dates: 6 Jul 20 - 4 Oct 20 Results: 27 Oct 20 Last self enrolment: 19 Jul 20 Census: 31 Jul 20 Last withdraw without fail: 21 Aug 20

Teaching Period 2

Dates:
6 Jul 20 - 4 Oct 20

Results:
27 Oct 20

Last self enrolment:
19 Jul 20

Census:
31 Jul 20

Last withdraw without fail:
21 Aug 20

Prerequisites

MKT10007 Fundamentals of Marketing

Corequisites

Nil

Aims 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.

Students who successfully complete this unit will be able to:

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

4. Evaluate electronic and franchise marketing channels and the special characteristics of services in channel management

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%

General skills outcomes

During this unit students will receive feedback on the following key generic skills:

• problem solving 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:

• Marketing channel concepts
• 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:

• Marketing channel strategy and the marketing mix
• Designing marketing channels
• Selecting channel members
• Target markets and channel design strategy

3. Managing the marketing channel which includes the following:

• Motivating channel members
• 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:

• Electronic marketing channels
• 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.