Marketing Channel Functions (Coursera)

Marketing Channel Functions (Coursera)
Course Auditing
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Certification
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Completion of university principles of marketing or core marketing course or at least two years of B2B work experience.
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Marketing Channel Functions (Coursera)
This course is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship and business development. This course will cover the concept of channel functions, or the supply side of designing routes to markets. Channel functions are the necessary activities that channel members must provide in order to create the channel benefits that customers desire.

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You will learn a framework that quantifies channel functions and ultimately, how to use them as the basis for determining channel member work loads and compensation. A final exercise considers how to monetize shipping benefits and align the channel benefits demanded with the necessary supply side activities.


Course 2 of 4 in the Marketing Channel Strategy & B2B2C Routes to Market Specialization


Syllabus


WEEK 1

MARKETING CHANNEL FUNCTIONS

This module will define the scope and importance of channel functions, or activities and processes needed to coordinate the players in a channel system.


WEEK 2

BUILDING ROUTES TO MARKET: THE CEMEX CASE

This case provides opportunity for practical application of the channel benefit and functions framework discussed thus far.


WEEK 3

CHANNEL ALIGNMENT AND OPTIMIZATION

Defines demand and supply side gaps in the channel framework and provides examples and application to a marketplace context.



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MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.

Course Auditing
40.00 EUR/month
Completion of university principles of marketing or core marketing course or at least two years of B2B work experience.

MOOC List is learner-supported. When you buy through links on our site, we may earn an affiliate commission.