Marketing Channels:
Distribution Channel Management

This course deals with channels of distribution, the means through which the vast array of products and services are made available to customers. In the age of globalization customers nowadays expect more and better channel choices for gaining access to the products from all over the world.

Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals.

New technologies as well as globalization have dramatically transformed marketing channels and the way, how and where customers want to use them. Broad principles will be discussed by which a company expects to achieve its distribution objectives for its target markets.

Workshop highlights include:

• Overview of the functions performed by channels and the value they create
• Characteristics of retailing and important retail marketing decisions
• How to design a marketing channel and select channel members
• Power and conflict in distribution channels
• Franchising as a distribution alternative
• Electronic marketing channels and service channels

What are the Goals?

Upon completion of this course delegates will be able to:

• Understand the importance of channels in the context of the 4 P´s of Marketing
• Understand what value channel members create
• Analyse the different types of market coverage
• Appreciate the main retail positioning strategies
• Determine what type of intermediaries can be used in a channel

Who is this Training Course for?

This course is suitable to a wide range of professionals but will greatly benefit:

• Sales- and Marketing professionals who work in a channel function
• Participants will be involved in the selection of and cooperation with channel members such as retailers, wholesalers, franchisees.
• Professionals who are working in either retail or wholesale
• Participants who are considering to become a franchisee or a franchisor

How will this Training Course be Presented?

This course has a foundation in the relevant theory and includes a number of company examples of how successful companies apply it.

The training process is a combination of lectures, small group work on real company cases and practical exercises to apply knowledge.

The course is delivered by a highly experienced business senior business manager who has a long experience in channel management.

• AZTech Certificate of Completion for delegates who attend and complete the training course