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| Marketing Channels and Strategic Partnerships |
| College
School
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Department
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| College of Business
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Marketing and Logistics
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| Course Catalog Description and Prerequisites |
| 4520. Marketing Channels and Strategic Partnerships. 3 hours. An examination of strategic issues involved in managing marketing channels. Topics include channel design, supply chain management and the external channels environment. Marketing channel strategy is extended to the use of strategic alliances and other collaborative distribution relationships for global competitive advantage. Special attention is afforded to resource and technology interdependencies, exchange governance and relationship benchmarking. Prerequisite(s): MKTG 3650. |
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| Number
of Face-to-Face Meetings
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Location
of Face-to-Face Meetings
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| 0
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| Course Objectives |
| The specific goals of the course are to (1) provide a management focus and decision making framework to the field of marketing channels; (2) know the growing importance of marketing channels as a strategic area of marketing management; (3) emphasize marketing channels strategy as a vital area for delivering customer value and creating sustainable competitive advantage; (4) view marketing channels as a strategic component of the marketing mix, along with the other strategic components of product, price, and promotion; and (5) understand how channel strategy can contribute to and be enhanced by the other strategic components of the marketing mix.
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| Course Expectations |
| Marketing Channels represents one of the four key components of the marketing mix (i.e., Distribution/Place) used by organizations to satisfy customer needs and optimize performance. Distribution strategy and deployment is seen as a key differentiator in the increasingly competitive marketplace. Therefore, a solid working knowledge of marketing channel development, structure, and operation is requisite for an overall understanding of how marketing strategy is employed in the global economy. |
| Tests/Quizzes |
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| Major Assignments |
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| Software/Hardware
Needed |
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| Student/Instructor
Communication Methods |
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Email, Online Discussion Groups
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| Textbooks |
| Rosenbloom, Bert (2004), Marketing Channels: A Management View, Seventh Edition, Mason, OH: South Western. |
| Other Requirements |
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| Are there any
enrollment restrictions based on where I live? |
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Only students who live IN TEXAS may enroll in this section.
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