Marketing Channel Strategy & B2B2C Routes to Market Specialization

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.
One critical component of value creation for customers in marketing that is often overlooked is how customers want to buy. The ability to make its products and services available to customers at the right place and time is a key source of explosive value and the purview of marketing channel strategy.
We will unpack “the black box” of organizational channels, distribution and retailers that create the routes to market between the firm and its end user or customers. In this course, you will learn how to capture and leverage this value through the careful selection of channel partners, the application of appropriate incentives and pricing agreements, the design and management of multiple channels.
We also discuss how these ideas extend to and should be applied to social business channels in emerging economies and entrepreneurship (startup) environments as well as the latest challenges in selling on third party platforms/marketplaces. In doing so, the goal is to provide you with the relevant frameworks, tools, and processes for more effective management of these areas, including the advantages, limitations, common uses and some best practice examples. This is accomplished through case studies and exercises, lectures, and guest lecturers.
WHAT YOU WILL LEARN
- How to design and redesign routes to market
- How to select and incentivize partners
- How to structure and manage business partnerships for maximum returns
- How to thrive with and manage powerful partners

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Marketing Channel Incentives (Coursera)

Sep 27th 2021
Marketing Channel Incentives (Coursera)
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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 [...]
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Marketing Channel Functions (Coursera)

Sep 27th 2021
Marketing Channel Functions (Coursera)
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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 [...]
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Marketing Channel Benefits (Coursera)

Sep 27th 2021
Marketing Channel Benefits (Coursera)
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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 introduce you to the concept of channel benefits, which focuses on HOW customers want to buy. This [...]
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Marketing Channel Governance (Coursera)

Sep 27th 2021
Marketing Channel Governance (Coursera)
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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. In this course you will gain a framework for analyzing how much warmth/friendship/socialization is needed for a range of business relationship [...]
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