Program Overview

Channel Management and Retailing

Description

The Channel Management and Retailing course focuses on the activities involved in getting an offering from an organization to end-users. It discusses concepts, frameworks, and approaches to analyze the needs of upstream and downstream members of distribution channels and design distribution strategies and structures. The course also looks at the management of channel relationships and how organizations can establish and strengthen ties with their distribution partners. A special emphasis is put on retailers as intermediaries, exploring different retail formats and the point-of-sale level of retailing. It examines how retail experiences can be created and outlines elements of retail environment management.

Course Objectives

• Understand the role of channel management in generating competitive advantages
• Describe and analyze distribution channels and their functions
• Develop channel strategies and approaches to establish and strengthen channel relationships
• Recognize the role of retailers in channel management
• Understand, analyze, and configure retail environments and experiences

Evaluation Procedures and Grading Criteria

The course assessment has two components: an exam (60% weighting) and in-class work (40% weighting). The exam will be in the form of a one-hour written exam. In-class work includes the solution of case studies in groups and the presentation of the results. The language for both assessment components is English.

Required Materials

• Palmatier, R., Stern, L., El-Ansary, A., & Anderson, E. (2014). Marketing channel strategy. 8th ed., Pearson Higher Education
• Palmatier, R., Sividas, E., Stern, L., El-Ansary, A. (2019). Marketing channel strategy: An omnichannel approach. 9th ed., Routledge.
• Levy, M., Weitz, B., & Grewal, D. (2018). Retailing management. 10th ed., McGraw Hill Education.

Additional publications may be communicated in class.

Education

The Channel Management and Retailing course is offered as an elective course in the following Master's programs:

• Master of Science in Communication and Economics in Corporate Communication, Thematic Area: Customer Experience and Value, 2nd year
• Master of Science in Communication and Economics in Marketing and Transformative Economy, Thematic Area: Customer Experience and Value, 2nd year
• Master of Science in Communication in Media Management, Thematic Area: Customer Experience and Value, 2nd year

Additional Information

• Semester: Fall
• Academic year:
• ECTS: 3.0
• Language: English