This course is part of the Marketing Channel Strategy & B2B2C Routes to Market Specialization

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41 ratings

Sandy Jap

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Marketing Channel Strategy & B2B2C Routes to Market SpecializationEmory University

About this Course

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This course is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship, and business development.
This course will introduce you to the concept of channel benefits, which focuses on HOW customers want to buy.  This is a critical first step and represents the demand side of designing routes to markets.  You will learn which channel benefits are most commonly desired by customers.  Finally, you will gain frameworks for how to quantify and tradeoff these benefits so as to create a range of strategic options.

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Course 1 of 4 in the

Marketing Channel Strategy & B2B2C Routes to Market Specialization

Intermediate Level

Completion of university principles of marketing or core marketing course or at least two years of B2B work experience.

Approx. 9 hours to complete

English

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Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 1 of 4 in the

Marketing Channel Strategy & B2B2C Routes to Market Specialization

Intermediate Level

Completion of university principles of marketing or core marketing course or at least two years of B2B work experience.

Approx. 9 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Instructor rating

4.92/5 (14 Ratings)

Sandy Jap

The Sarah Beth Brown Professor of Marketing

Goizueta Business School

2,337 Learners

4 Courses

Offered by

Emory University

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Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

INTRODUCTION

This module will define the scope and importance of marketing channels in the firm's route-to-market strategy. A case example involving distribution of oral rehydration salts in Africa will be used as an example of the trade offs, objectives, and practical solutions that a channel strategist would employ. This module will also overview the course structure and the general framework for developing your channel strategy, solving route-to-market problems, and the organization of the course content. Begin by downloading the slide deck in the reading section to annotate and follow along with the video lecture.

2 hours to complete

6 videos (Total 48 min), 3 readings, 1 quiz

6 videos

Marketing Strategy Introduction Pt. 17mMarketing Strategy Introduction Pt. 28mMarketing Strategy Introduction Pt. 35mMarketing Strategy Introduction Pt. 414mMarketing Strategy Introduction Pt. 57mMarketing Strategy Introduction Pt. 64m

3 readings

Welcome to the Course!10mMarketing Strategy Slide Deck to Accompany Video Pts. 1-610mRelated Articles (optional)30m

1 practice exercise

Marketing Strategy Quiz30m

Week2

Week 2

2 hours to complete

EXPLOSIVE CHANNEL VALUE

In this session, we will consider how marketing channel strategy can be a source of value, leading to revenue growth via the identification of new customer segments or intensifying existing segment purchases. A series of examples will illustrate how innovative routes-to-market can result in explosive value and differentiated product-channel offerings that can become the basis of competitive advantage.

2 hours to complete

3 videos (Total 23 min), 2 readings, 2 quizzes

Week3

Week 3

2 hours to complete

CHANNEL BENEFITS

2 hours to complete

4 videos (Total 36 min), 2 readings, 1 quiz

Week4

Week 4

3 hours to complete

AUDITING BENEFITS

3 hours to complete

4 videos (Total 80 min), 2 readings, 1 quiz

Reviews

4.4

8 reviews

5 stars
58.53%
4 stars
26.82%
3 stars
12.19%
1 star
2.43%

TOP REVIEWS FROM MARKETING CHANNEL BENEFITS

by VRApr 20, 2022

Incredible course to learn about Marketing Channels and how to use them properly in a business. The course is explained really well and with great examples.

by LCFeb 15, 2023

This course is both interesting and useful. I only recommend you watch the videos on 1.25x or 1.5x, because the professor speaks a little slow. However it is clear she knows a lot about the topic.

by MNOct 28, 2021

This course was very helpful for understanding the impact of channel benefits in the market and helping me learn how to add value to a product or business with no changes to the actual product itself.

View all reviews

About the Marketing Channel Strategy & B2B2C Routes to Market Specialization

This specialization is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship and business development.

One critical component of value creation for customers in marketing that is often overlooked is how customers want to buy. The ability to make its products and services available to customers at the right place and time is a key source of explosive value and the purview of marketing channel strategy. We will unpack “the black box” of organizational channels, distribution and retailers that create the routes to market between the firm and its end user or customers. In this course, you will learn how to capture and leverage this value through the careful selection of channel partners, the application of appropriate incentives and pricing agreements, the design and management of multiple channels. We also discuss how these ideas extend to and should be applied to social business channels in emerging economies and entrepreneurship (startup) environments as well as the latest challenges in selling on third party platforms/marketplaces. In doing so, the goal is to provide you with the relevant frameworks, tools, and processes for more effective management of these areas, including the advantages, limitations, common uses and some best practice examples. This is accomplished through case studies and exercises, lectures, and guest lecturers.

Marketing Channel Strategy & B2B2C Routes to Market

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
What is the refund policy?
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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