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Channel Management and Retailing

Description

Goals and Content

Channel management includes all of the activities that are involved in getting an offering from a company to end-users. It confronts companies with major challenges and requires them to design, develop, maintain, and manage effective systems to achieve sustainable competitive advantage.

 

The course will explain the characteristics and functions of distribution channels, and it will present approaches to develop channel strategies and structures and to manage channel relationships and systems. In addition, the course will look at retailers as important intermediaries in distribution channels and explain different retail functions and formats as well as approaches to design retail experiences and manage retail environments.

 

Having completed this course, students should be able to:

  • Explain the role and nature of distribution channels
  • Analyze channel structures and develop strategies for channel management
  • Assess channel relationships and design approaches to improve their effectiveness
  • Recognize retailers as important members in distribution channels
  • Explain approaches to design retail experiences and manage merchandise
  • Identify and evaluate the ethical dimensions of retailing and distribution

 

Assessment
The course assessment will be 60% exam and 40% in-class work. The exam will be in the form of a one-hour, closed book, written exam. In-class work includes group presentations (case studies, article summaries).

 

Textbooks

  • Palmatier, R., Stern, L., El-Ansary, A., & Anderson, E. (2014). Marketing channel strategy. 8th ed., Pearson Higher Education.
  • Levy, M., Weitz, B., & Grewal, D. (2018). Retailing Management. 10th ed., McGraw Hill Education.

 

People

 

Leischnig A.

Course director

Additional information

Semester
Fall
Academic year
2019-2020
ECTS
3
Language
English
Education
Master of Science in Communication and Economics in Corporate Communication, Elective course, Customer Experience and Value, 2nd year

Master of Science in Communication and Economics in Marketing and Transformative Economy, Elective course, Customer Experience and Value, 2nd year

Master of Science in Communication in Media Management, Elective course, Customer Experience and Value, 2nd year