Course Brief

With the explosion in virtual and multi-media channels come important new opportunities to grow business. Marketing Channels will show how to achieve market value and sustainable competitive advantage, ensuring you speak to the right people in the right way.


  • 45-60 Contact Hours
Topics covered
  • Where mission meets market.
  • Channel roles in a dynamic marketplace.
  • Conventional marketing systems.
  • Marketing mix and relationship marketing.
  • Environmental scanning: managing uncertainty.
  • Legal developments in marketing channels.
  • Ethical issues in relationship marketing.
  • Global challenges and opportunities.
  • Channel climate.
  • Conflict resolution strategies.
  • Information systems and relationship logistics.
  • Cultivating positive channel relationships.
  • Transaction costs in marketing channels.
  • Vertical marketing systems.
  • Franchising: an emerging global trend.
  • Long-term inter-firm relationships.
  • The emerging role of strategic alliances.
  • Strategic implications for the new millennium.