Value Creation, Distribution, B2B, Partnering . 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.

4.6

stars

41 ratings

Sandy Jap

Offered By

Marketing Channel Strategy & B2B2C Routes to Market SpecializationEmory University

What you will learn

How to design and redesign routes to market
How to select and incentivize partners
How to structure and manage business partnerships for maximum returns
How to thrive with and manage powerful partners

Skills you will gain

About this 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.

Applied Learning Project

Learners will gain an understanding of how to build, incentivize, and redesign efficient and effective routes-to-market for products and services via the use of intermediaries such as wholesalers, retailers, and a range of possible channel partners. Through the use of lectures, case studies, and guest speakers, learners will be able to assess, evaluate, and recommend changes to build, improve, and revise new and existing channel strategies.

New sources of value, outside of the traditional product and service offering, are identified that better accommodate and ultimately optimize "how the customer wants to buy." Strategies for improving purchase convenience, service offerings, and information at the right place and time across omnichannel settings are identified and critiqued.

Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Flexible Schedule

Set and maintain flexible deadlines.

Intermediate Level

Approximately 4 months to complete

Suggested pace of 2 hours/week

English

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Shareable Certificate

Earn a Certificate upon completion

100% online courses

Start instantly and learn at your own schedule.

Flexible Schedule

Set and maintain flexible deadlines.

Intermediate Level

Approximately 4 months to complete

Suggested pace of 2 hours/week

English

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

Try Coursera for Business

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

Learn more about Coursera for Business

How the Specialization Works

Take Courses

A Coursera Specialization is a series of courses that helps you master a skill. To begin, enroll in the Specialization directly, or review its courses and choose the one you'd like to start with. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. It’s okay to complete just one course — you can pause your learning or end your subscription at any time. Visit your learner dashboard to track your course enrollments and your progress.

Hands-on Project

Every Specialization includes a hands-on project. You'll need to successfully finish the project(s) to complete the Specialization and earn your certificate. If the Specialization includes a separate course for the hands-on project, you'll need to finish each of the other courses before you can start it.

Earn a Certificate

When you finish every course and complete the hands-on project, you'll earn a Certificate that you can share with prospective employers and your professional network.

There are 4 Courses in this Specialization

Course1

Course 1

Marketing Channel Benefits

4.4

stars

41 ratings

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.

Course2

Course 2

Marketing Channel Functions

4.9

stars

14 ratings

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.

Course3

Course 3

Marketing Channel Incentives

In this course, you will be exposed to the challenges of implementing a pricing strategy in your route-to-market and the necessity of becoming a "strategic skeptic." Questions such as, "how to ensure our partners do the right activity at the right price?" "how should my firm protect itself from channel partners who seek to cheat or free ride?" will be answered. You will also be exposed to direct selling channels, their incentive structures, and understand how and when they might represent a viable route-to-market.

Course4

Course 4

Marketing Channel Governance

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.

Instructor

Sandy Jap

The Sarah Beth Brown Professor of Marketing

Goizueta Business School

2,368 Learners

4 Courses

Offered by

Emory University

Frequently Asked Questions

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.
Can I just enroll in a single course?
Yes! To get started, click the course card that interests you and enroll. You can enroll and complete the course to earn a shareable certificate, or you can audit it to view the course materials for free. When you subscribe to a course that is part of a Specialization, you’re automatically subscribed to the full Specialization. Visit your learner dashboard to track your progress.
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.
Can I take the course for free?
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. If you only want to read and view the course content, you can audit the course for free. If you cannot afford the fee, you can apply for financial aid.
Is this course really 100% online? Do I need to attend any classes in person?
This course is completely online, so there’s no need to show up to a classroom in person. You can access your lectures, readings and assignments anytime and anywhere via the web or your mobile device.
How long does it take to complete the Specialization?
Approximately 4 months at a suggested pace of 2 hours per week.
What background knowledge is necessary?
Completion of a university Marketing Principles or Marketing Core course or at least two years of B2B work experience.
Do I need to take the courses in a specific order?
It is recommended to take the courses in this specialization in order.
Will I earn university credit for completing the Specialization?
No. University credit is not offered for courses in this specialization.
What will I be able to do upon completing the Specialization?
Upon completing the specialization, you will learn how to design and redesign routes to market, select and incentivize partners, structure and manage business partnerships for maximum returns, and thrive with and manage powerful partners.

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Marketing Channel Strategy & B2B2C Routes to Market Specialization

What you will learn

Skills you will gain

About this Specialization

Applied Learning Project