Marketing Channels

Course Description

This course discusses the theories, principles, systems, and practices related to the flow of goods and services from producer companies to final consumers. It deals with marketing channels in accordance with the modern concept of marketing, which refers to the expansion of the channel's role to more than just physical distribution and far beyond in terms of the various other marketing tasks. The course also deals with the various marketing institutions, whether functional or commercial.

Course Aims

By the end of the course the student will be able to:

• Introducing marketing channels in terms of objectives, functions, importance and factors affecting their selection.
• Analysis of the marketing channel environment and the relationship of the demographic, social, technological, legal, political and economic environment to the marketing channel
• Planning marketing channels in terms of developing strategies and knowing ways to evaluate alternative marketing channels.
• Introducing marketing institutions, whether they are functional institutions such as brokers and agents, or commercial institutions such as wholesale and retail trade facilities.

Course Contents:

• What are the marketing channels?
• Analysis of the marketing channel environment
• . Marketing channel planning
• Functional Institutions
• Wholesale trade establishments
•  Retail facilities
• Leadership within the marketing channel
• Conflict management within the marketing channel
• Channel management and marketing mix
• physical distribution management

Course ID: MRKT210