Description

This course aims to present an integrated approach to distribution strategy, retail channel management, and selected aspects of logistics. This course examines the needs of consumer goods and services companies selling through wholesalers and retailers; business-tobusiness firms working through independent distributors and sales representative firms; retailers seeking to improve efficiency in an increasingly competitive marketplace; and intermediaries seeking to preserve their role in an increasingly fluid channel structure.

Program

MBA

Objectives

• After completion of this course the student will be able to: • Recognize and understand the basic concepts of designing. • Understand how to operate the supply chain/distribution channel of a firm. • Learn how to insure that this design will fit and support the business/competitive strategy of that firm. • Develop a mature and critical understanding of concepts, theories, and evidence for effective distribution channel management from a marketing perspective. • Gain a basic exposure to logistics management from a strategic marketing as opposed to an operations management perspective. • Understand the core retail merchandising functions of category and assortment management in so far as these relate to supplier product and channel management. • Understand the productive function of a marketing distribution system in both developed and developing economies. • Understand the components of channel design and to develop an ability to assess alternative channel designs against channel performance criteria. • Gain further specialized experience and to advance professional skills in managerial decision making in a marketing channel and retailing context. • Understand the productive function of a marketing distribution system in both developed and developing economies. • Understand the public policy constraints in which a marketing distribution system must operate