3-3-0

This course views marketing channels as a key strategic component of the marketing mix and builds an understanding of how the firm can best maximize its position with respect to its environment. Key concepts include the types of participants in marketing channels, channel structures, functions and flows, and the various behavioural processes which exist. The course examines how the firm can best maximize its strategy to influence theses factors through strategic channel design, building good networks and alliances and, finally, by understanding how to motivate members of the channel.

Prerequisite: BMK 211, BMK 214