This specialization 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. In this course, you will be exposed to the challenges of implementing a pricing strategy in your route-to-market and the necessity of becoming a "strategic skeptic."

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Questions such as, "how to ensure our partners do the right activity at the right price?" "how should my firm protect itself from channel partners who seek to cheat or free ride?" will be answered. You will also be exposed to direct selling channels, their incentive structures, and understand how and when they might represent a viable route-to-market.

Course 3 of 4 in the Marketing Channel Strategy & B2B2C Routes to Market Specialization

Syllabus

WEEK 1

Pricing

Pricing is a unique challenge in channel management largely due to the inability to firmly set and enforce a downstream retail price. This module will overview the factors that contribute to this dilemma as well as related solutions.

WEEK 2

The strategic skeptic

This module will outline the various risks in working with and coordinating channel partners. It will also overview potential solutions.

WEEK 3

Direct selling

This module overviews and defines direct sales channels and their management challenges via specific examples.

Marketing Channel Strategy & B2B2C Routes to Market Specialization

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

Course Auditing

Coursera

Emory University

Sandy Jap