This course introduces the concept of channel management (Place), another important component of the marketing mix. It elaborates how complex the modern distribution systems are and how firms need to built-in flexibility to cope with an uncertain future. It also highlights the nature and importance of different types of marketing channels. Lastly, it touches upon decisions pertaining to channel designs and how to better resolve channel conflicts The four Ps of marketing are the core factors that play a crucial role when a service is being marketed to the public. They are key components of the marketing mix and are constrained by multiple factors in the business. All of them interact significantly with one another to meet the marketing goals and objectives.
Skills covered
Channel Management
Course Syllabus
Marketing 4 P’s : Channel Management (Place)
Introduction- Changes in distribution
- Flexibility for an uncertain future
- How channel members add value
- Number of channel levels
- Channel behaviour and organization
- Channel design decisions
- Managing channel conflict