MKX3481 - Marketing channels - Monash University

There is a more recent version of this academic item available.

Overview

The marketing task is not complete until customers receive their goods. Distribution is the process that makes that happen. The primary aim of this unit is the development and management of distribution channels in order to meet your marketing objectives. The unit is designed to help you systematically analyse the various channel functions and strategies. Mastering the principles that will be discussed in this unit will also help you in understanding Supply Chain issues. It is important to note however, that this unit is NOT about supply chain management but rather about the role of channels as a marketing strategic element. Some topics of supply chain management of course will be discussed from a marketing perspective. In order to better understand the theory in the context of the business world actual business cases are used throughout the lectures and tutorials.

Offerings

S2-01-CAULFIELD-ON-CAMPUS

S2-01-CLAYTON-ON-CAMPUS

Requisites

Prerequisite

Contacts

Chief Examiner(s)

Dr Sophie Feng

Learning outcomes

On successful completion of this unit, you should be able to:

recognise the importance of marketing channels, as a strategic element of marketing

understand the elements and work flows in marketing channels

appreciate the issues involved in designing and coordinating marketing channels from a channel manager's perspective

explain how effective marketing channels contribute to customer value and assess the performance of channel management.

Teaching approach

Online learning

Peer assisted learning

Case-based teaching

Problem-based learning

Assessment

1 - Within semester assessment

2 - Examination

Scheduled and non-scheduled teaching activities

Lectures

Tutorials

Workload requirements

Workload

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

Learning resources

Required resources