Emory University

Marketing Channel Benefits

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

Taught in English

Some content may not be translated

Sandy Jap

Instructor: Sandy Jap

3,124 already enrolled

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Course

Gain insight into a topic and learn the fundamentals

4.5

(47 reviews)

Intermediate level

Recommended experience

9 hours (approximately)
Flexible schedule
Learn at your own pace

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

5 quizzes

Course

Gain insight into a topic and learn the fundamentals

4.5

(47 reviews)

Intermediate level

Recommended experience

9 hours (approximately)
Flexible schedule
Learn at your own pace

See how employees at top companies are mastering in-demand skills

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Build your subject-matter expertise

This course is part of the Marketing Channel Strategy & B2B2C Routes to Market Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
  • Learn new concepts from industry experts
  • Gain a foundational understanding of a subject or tool
  • Develop job-relevant skills with hands-on projects
  • Earn a shareable career certificate
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There are 4 modules in this course

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.

What's included

6 videos3 readings1 quiz1 discussion prompt

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.

What's included

3 videos2 readings2 quizzes

Overviews the most common channel benefits desired and valuation differences. Provides a case example of how these preferences can and should drive key channel decisions, like whether a grocer should offer an online channel to customers.

What's included

4 videos2 readings1 quiz

This session will illustrate how to use a channel benefit audit tool to guide channel solutions and resource priorities. The channel benefit audit is fundamental to informing decisions around positioning, pricing, and competitive advantage.

What's included

4 videos2 readings1 quiz

Instructor

Instructor ratings
4.9 (14 ratings)
Sandy Jap
Emory University
4 Courses4,042 learners

Offered by

Recommended if you're interested in Marketing

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Learner reviews

Showing 3 of 47

4.5

47 reviews

  • 5 stars

    63.82%

  • 4 stars

    23.40%

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    10.63%

  • 2 stars

    0%

  • 1 star

    2.12%

MN
4

Reviewed on Oct 28, 2021

MH
5

Reviewed on Feb 26, 2024

VR
5

Reviewed on Apr 20, 2022

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