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Department of Business Administration

Course Title: Channels Management
Course Code: MKT 605
Pre-requisite Courses: Principles of Marketing/ Supply Chain Management
Credit Hours: Three (3)
Semester: Fifth (5)
Degree: MBA Program

Course Description:

This course focuses on practical real world approaches to establishing an effective sales channel
program. A comprehensive collection of cases, tools, techniques and channel management best-
practices employed by successful, experienced channel professionals is presented in a clear and
concise manner. This course builds a coherent no-nonsense framework that emphasizes
increasing channel productivity by optimizing partner commitment from the recruitment and
selection process through to day-to-day operations.

Course Objectives:
This course aims to provide the student:

1. Focus on practical real world approaches to establishing an effective sales channel
program
2. Understanding to optimize interaction between students through a series of group
exercises designed to maximize a shared learning experience and facilitate on-the-job
implementation.
3. Knowledge to build a coherent no-nonsense framework that emphasizes increasing
channel productivity by optimizing partner commitment from the recruitment and
selection process through to day-to-day operations.

Learning Outcomes:
After the completion of this course students will be able to:

1. Identify the range of professional skills required to achieve success as a professional
channel manager
2. Identify issues that interfere with successful execution of professional channel
management responsibilities
3. Deliver architecture for creating and delivering powerful value propositions to the partner
and the end user
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4. Present a comprehensive set of best practices for identifying, recruiting and hiring new
partners
5. Validate the potential channel partners profile
6. Apply segmentation techniques and using segmentation to reduce conflict
7. Set targets for non-stocking partners
8. Identify the critical role of the partner business plan in establishing and maintaining
channel control
9. Deliver channel partner performance using an audit model
10. Manage supplier direct sales vs. partner conflict
11. Manage partner vs. partner conflict

Teaching Methodology:
Teaching at Iqra University is learner oriented. Students are involved in lectures, assigned
readings, reference readings, exercises, case studies, presentations, and class discussions. In the
same way, grading tends to focus on the students overall performance and participation in the
classroom activities.

Code of Conduct:
Students have to follow the rules stated below to avoid a failing grade in the course:

Understand and follow the University policy regarding attendance.
Arrive in and leave the classroom strictly on time. Late arrival will be marked as absence.
If you leave the classroom in the middle of a session even for a short while, you will be
marked absent.
Keep your cell phone off during the class.
Do the assigned readings for a class before coming to the class.
Maintain a disciplined, cordial, and respectful attitude towards the teacher and your
fellow students.
Submit your homework on the due date before the class begins.
Do not plagiarize from books, journals, or the internet.
Do not cheat (make someone else do your work or present work for some other course as
work for this course).
The teachers decisions about marks and grade will be final.

Course Contents:


Week


Topic to be Covered

Remarks
1.
INTRODUCTION
Marketing Channels: Structure, Functions, and a
Framework for Analysis
What is a channel?
Who are channel members?
What are channel flows?

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What is the overall framework of channel
management?
2.
CHANNEL DESIGN: DEMAND, SUPPLY, AND
CHANNEL EFFICIENCY

Segmentation for Marketing Channel Design: Service
Outputs
Marketing segmentation
Channel segmentation
Basis of channel segmentation
Aligning Marketing & Channel segmentation &
customer service level

Quiz #1
3.
Supply-Side Channel Analysis: Channel Flows and
Efficiency Analysis
Marketing flows in Channel
Efficiency Template
Bullwhip
Forward and reverse flow goods (reverse logistics)


Assignment
Announcement
4.
Supply-Side Channel Analysis: Channel Structure and
Intensity
Who should be in the channel
Level of members at each stage
Level of coverage : Exclusive/selective/intensive
Structure of the channel
Zero based channel


5.
Gap Analysis
Sources of Gaps
Supply side Gaps
Demand Side Gaps
Closing of Gaps
Pulling it together: Gap analysis template

Quiz #2
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6.
CHANNEL IMPLEMENTATION
Channel Power: Getting It, Using It, Keeping It
Nature of power
Sources of power
Exercising power: influencing strategies
Balancing power

Managing Conflict to Increase Channel Coordination
Degree of conflicts
Nature of conflicts
Sources of conflicts
Conflict resolution among channel partner
Role of Channel Master


Assignment
Submission
7.
Strategic Alliances in Distribution
Nature and motives of alliances
Building commitment by creating mutual vulnerability
Building commitment by managing daily interactions

Case Assignment

MID-TERM EXAMINATION


8.
Vertical Integration in Distribution
Cost and benefit of vertical integration
Deciding when to integrate forward
Vertically integrate
o When competition is low
o To cope up with environmental uncertainty
o To reduce performance ambiguity



Quiz #3
9.
CHANNEL INSTITUTIONS

Retailing
Retailing defined
Choosing a Retail positioning strategy
Strategic issues in retailing


Case submission
10.
Wholesaling
Overview of wholesaling sector
The essential tasks of a wholesaler
Ways to deliver value
Consolidation

Quiz #4
11.
Wholesaling
Overview of wholesaling sector
The essential tasks of a wholesaler

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Ways to deliver value
Consolidation

12.
Franchising
What is a franchise
Why become a franchisee
Why become a franchisor
Why franchise system include company outlets

Quiz#5
13.
Supply Chain Management
Role of supply chain & logistics
Efficient consumer response


14.
Project Report Presentations


15.
Project Report Presentations



FINAL EXAMINATION



Rescheduling of Class:
The teachers at Iqra University are very particular about taking their classes, but in case of an
emergency, an alternate teacher may conduct the class. Students are informed through SMS in
case of rescheduling of a class.

Grading Policy:

A Grade: 88 and above
B+ Grade: 81-87
B Grade: 74-80
C+ Grade: 67-73
C Grade: 60-66
F Grade: Below 60

Marks Distribution of 100%:

Quizzes ______10_____
Assignments/Case Studies: ______15_____
Project/Project presentations: ______10_____
Mid-term ______25_____
Final Exam ______40_____
Total 100____




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Recommended Readings:

1. Marketing Channel Management: People, Products, Programs, and Markets, Russell
W. McCauley, (Latest Edition)

2. Managing Channels of Distribution: The Marketing Executive's Complete Guide,
Kenneth Rolnicki, (Latest Edition)

3. Strategic Brand Management: Building, Measuring, and Managing Brand Equity,
Keller, K.L., McGraw Hill. (Latest Edition)

4. In addition the teacher may prescribe any additional reading material.

Reference Books:
1. Marketing Channels (7th Edition), Anne Coughlan (Author), Erin Anderson (Author),
Louis W. Stern (Author), Adel El-Ansary