Marketing Channel Design and Integration

MARKETING CHANNEL DESIGN AND INTEGRATION

MKT20023      |       12.5 Credit Points       |       Location: Hanoi, Ho Chi Minh City

Duration                                             Contact hours

One Semester                                       36 hours

Prerequisites

MKT10007 Fundamentals of Marketing

Corequisites

Nil

Aims and Objectives

This unit examines the design and integration of the various marketing channels which make available the various goods and services to the end customers globally. Students will gain an in-depth understanding of the challenges of integrating high-tech electronic channels into conventional marketing channels in order to create a seamless customer experience.

Students who successfully complete this unit will be able to:
1. Examine various marketing channel systems, including the role of channel participants and the business environment in which the channels operate
2. Develop channel strategies and structures for various channel members
3. Work in a team to manage the marketing channel with respect to issues relating to product, pricing, promotion and distribution
4. Evaluate electronic and franchise marketing channels and the special characteristics of services in channel management

General Skills Outcome

• Problem solving skills
• Analysis skills
• Communication skills
• Ability to tackle unfamiliar problems
• Ability to work independently
• Teamwork skills