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

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Sandy Jap

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Marketing Channel Strategy & B2B2C Routes to Market SpecializationEmory University

About this Course

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 cover the concept of channel functions, or the supply side of designing routes to markets.  Channel functions are the necessary activities that channel members must provide in order to create the channel benefits that customers desire.  You will learn a framework that quantifies channel functions and ultimately, how to use them as the basis for determining channel member work loads and compensation.  A final exercise considers how to monetize shipping benefits and align the channel benefits demanded with the necessary supply side activities.

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Earn a Certificate upon completion

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Course 2 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. 6 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 2 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. 6 hours to complete

English

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

Try Coursera for Business

Instructor

Sandy Jap

The Sarah Beth Brown Professor of Marketing

Goizueta Business School

2,376 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

MARKETING CHANNEL FUNCTIONS

2 hours to complete

5 videos (Total 43 min), 3 readings, 2 quizzes

Week2

Week 2

3 hours to complete

BUILDING ROUTES TO MARKET: THE CEMEX CASE

3 hours to complete

9 videos (Total 81 min), 4 readings, 1 quiz

9 videos

The CEMEX Case Pt. 110mCEMEX Case Analysis Pt. 16mCEMEX Case Analysis Pt. 29mCEMEX Case Analysis Pt. 33mCEMEX Case Analysis Pt. 49mCEMEX Case Analysis Pt. 54mCEMEX Case Analysis Pt. 66mThe CEMEX Case Pt. 217mCEMEX Example Slides13m

4 readings

The CEMEX Case15mCEMEX Slide Deck to Accompany Video Pt. 110mCEMEX Slide Deck to Accompany Video Pt. 210mRelated Articles (optional)30m

1 practice exercise

CEMEX Quiz30m

Week3

Week 3

2 hours to complete

CHANNEL ALIGNMENT AND OPTIMIZATION

2 hours to complete

3 videos (Total 23 min), 2 readings, 1 quiz

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:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
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.
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.

More questions? Visit the Learner Help Center.

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Marketing Channel Functions

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