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Emory University

Marketing Channel Governance

Emory University via Coursera

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Overview

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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 types. You will also be introduced to the benefits and drawbacks of distributing on Amazon and other third party platforms in which third party resellers are present. You will be exposed to new platforms for B2B exchange via a guest speakers' presentation of a startup called Inxeption. Finally, you will be exposed to how multichannel routes to market can create superior value for downstream customers.

Syllabus

  • MANAGING CHANNEL RELATIONSHIPS
    • This module explains the types of relationships that are possible with channel partners and provides a framework for understanding when and where close partnering relationships are appropriate.
  • GRAY MARKETS: THE RIPPLE RUG CAT SCAM CASE
    • This module and the next addresses issues related to doing business on Amazon. Although selling on Amazon has the potential to grow your business (see the Weisser video), everyone does not have as great an experience. This module will introduce you to the dark side of selling on Amazon: the concept of gray markets via a case study, the Ripple Rug Cat Scam.
  • DISTRIBUTION STRATEGIES FOR THIRD PARTY PLATFORMS
    • This panel discussion overviews the key challenges that firms face when distributing on a third party platform such as Amazon.
  • Multichannel Management
    • This module explains the various routes to market that firms might use simultaneously as well as the challenges associated with creating and maintaining them.

Taught by

Sandy Jap

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