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

Sandy Jap

Offered By

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.  
In this course you will gain a framework for analyzing how much warmth/friendship/socialization is needed for a range of business relationship types.  You will also be introduced to the benefits and drawbacks of distributing on Amazon and other third party platforms in which third party resellers are present.  You will be exposed to new platforms for B2B exchange via a guest speakers' presentation of a startup called Inxeption.  Finally, you will be exposed to how multichannel routes to market can create superior value for downstream customers.

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.

Course 4 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

Subtitles: English

Skills you will gain

Customer Relationship Management (CRM)Distribution on online platforms

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.

Course 4 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

Subtitles: English

Instructor

Sandy Jap

The Sarah Beth Brown Professor of Marketing

Goizueta Business School

601 Learners

4 Courses

Offered by

Emory University

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.

Syllabus - What you will learn from this course

Week

Week 1

2 hours to complete

MANAGING CHANNEL RELATIONSHIPS

This module explains the types of relationships that are possible with channel partners and provides a framework for understanding when and where close partnering relationships are appropriate.

2 hours to complete

5 videos (Total 47 min), 4 readings, 1 quiz

5 videos

Managing Channel Relationships Pt. 17m

Managing Channel Relationships Pt. 25m

Managing Channel Relationships Pt. 32m

Managing Channel Relationships Pt. 413m

Managing Channel Relationships Pt. 517m

4 readings

Welcome to the Course!10m

Managing Channel Relationships Slide Deck to Accompany Video Pts. 1-310m

Managing Channel Relationships Slide Deck to Accompany Pts. 4-510m

Video Pt. 5 Excel Spreadsheet & Questionnaire10m

1 practice exercise

Managing Channel Relationships Quiz 10m

Week

Week 2

2 hours to complete

GRAY MARKETS: THE RIPPLE RUG CAT SCAM CASE

This module and the next addresses issues related to doing business on Amazon. Although selling on Amazon has the potential to grow your business (see the Weisser video), everyone does not have as great an experience. This module will introduce you to the dark side of selling on Amazon: the concept of gray markets via a case study, the Ripple Rug Cat Scam.

2 hours to complete

1 video (Total 9 min), 3 readings, 1 quiz

Week

Week 3

3 hours to complete

DISTRIBUTION STRATEGIES FOR THIRD PARTY PLATFORMS

This panel discussion overviews the key challenges that firms face when distributing on a third party platform such as Amazon.

3 hours to complete

2 videos (Total 74 min), 1 reading, 1 quiz

Week

Week 4

2 hours to complete

Multichannel Management

This module explains the various routes to market that firms might use simultaneously as well as the challenges associated with creating and maintaining them.

2 hours to complete

1 video (Total 10 min), 1 reading, 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

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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.
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Marketing Channel Governance

About this Course

Skills you will gain

Instructor

Sandy Jap

Offered by

Emory University

Syllabus - What you will learn from this course

Week 1

MANAGING CHANNEL RELATIONSHIPS

Week 2

GRAY MARKETS: THE RIPPLE RUG CAT SCAM CASE

Week 3

DISTRIBUTION STRATEGIES FOR THIRD PARTY PLATFORMS

Week 4

Multichannel Management

About the Marketing Channel Strategy & B2B2C Routes to Market Specialization

Frequently Asked Questions

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Marketing Channel Governance

About this Course

Skills you will gain

Instructor

Sandy Jap

Offered by

Emory University

Syllabus - What you will learn from this course

Week 1

MANAGING CHANNEL RELATIONSHIPS

Week 2

GRAY MARKETS: THE RIPPLE RUG CAT SCAM CASE

Week 3

DISTRIBUTION STRATEGIES FOR THIRD PARTY PLATFORMS

Week 4

Multichannel Management

About the Marketing Channel Strategy & B2B2C Routes to Market Specialization

Frequently Asked Questions

Coursera Footer

Start or advance your career

Browse popular topics

Upskill your team

Earn a degree or certificate online

Coursera

Community

More