Distribution includes all of the activities that are involved in getting an offering to end-users. It confronts firms with major challenges and requires them to design, develop, maintain, and manage effective distribution systems to achieve sustainable competitive advantage.
With reference to channel management, the course presents approaches to analyse the needs of upstream and downstream members of distribution channels and relevant decisions when designing distribution strategies. It also addresses distribution structures key factors for effective channel relationships and distribution management.
With reference to retailing, the course provides understanding of how a store works both technically and culturally. Attention is moved at the point-of-sale level, including store design and visual merchandising.