MARKETING CHANNEL STRATEGY

Target group:

BWL MSc 1-4




Course language:

German




Recommended previous knowledge:

Economics basic studies




Admission requirements:

No admission requirements




Time and place:

In the summer semester the lecture will take place in attendance: every Tuesday, 2:15 - 3:45 p.m., room: ZHG 006


Slides and literature are available for download at the beginning of the semester in StudIP.




Learning outcome / core skills:

After successful completion of the course students are able to develop various approaches for a coordinated design of the distribution channel. They are also capable of understanding and analyzing research findings (in the form of theories, models, and empirical studies) related to distribution decisions. Students learn to critically examine hypotheses and methods, as well as to work scientifically.




Contents of the lecture:

· Introduction – Objectives, structure, and organizational aspects of the lecture

· Definitional fundamentals

· Marketing channel actors

· Market segmentation

· Marketing channel management

· Conflicts – causes and possible solutions

· Forms of coordination – Relationship management and institutional solutions

· Performance Measurement

· Omni-channel strategies




Examination:

Written Exam: 90Min (6CP)




Examination requirements:

Students should be able to analyze questions regarding the integration or outsourcing of distribution tasks. They should critically discuss both vertical and horizontal coordination in distribution, the development of retail formats, the design of multi-channel systems, and internationalization strategies.




Date of written exam:

Tuesday, 16.07.2024, 2:15-3:45 p.m., room: ZHG 010




Recommended references for the lecture:

• Palmatier, R., Sivadas, E., Stern, L. & El-Ansary, A. (2019). Marketing Channel Strategy: An Omni-Channel Approach (9th ed.). Milton, UK: Taylor & Francis Ltd.


• Rosenbloom, B. (2013). Marketing Channels. A Management View (8th ed.). Mason, OH: South-Western Cengage Learning


• Specht, G. & Fritz, W. (2005). Distributionsmanagement (4th, revised and expanded ed.). Stuttgart: Kohlhammer


• Müller-Hagedorn, L., Toporowski, W. & Zielke, S. (2012). Der Handel (2nd ed.). Stuttgart: Kohlhammer


• Levy, M., Weitz, B. & Grewal, D. (2019). Retailing Management (10th ed.). New York, NY: McGraw-Hill

General references:

The slides of the lectures can be found in StudIP.




Links:

Information about the lecture can also be found on eCampus.