Students will be required to write up a reflective essay on what they have learned from their marketing channels course
including guest speakers during the spring session. (6 pages)
This subject develops advanced knowledge, theories and professional practice relating to the design and management of effective business-to-business (B2B) and business-to-consumer (B2C) channel relationships. The subject introduces students to analysis of multichannel organisations that are adopting and managing both traditional and/or direct online digital channels to achieve a sustainable competitive advantage. Technical channel research skills are developed to apply to conducting a channel audit, identifying channel gaps to improve channel organisational efficiency.
Subject learning objectives (SLOs)
Upon successful completion of this subject students should be able to:
- implement practical solutions to complex channel problems by analysing relevant information
- apply business concepts, analytical perspectives, decision tools, and innovative problem solving to address managerial channel decisions
- work effectively in teams to develop interpersonal, leadership and communication skills
- present effectively in an informal and formal manner the findings of the group work components.
Contribution to the development of graduate attributes
This unit focuses specifically on the acquiring the knowledge and practical competencies to design, develop, maintain and manage effective relationships among worldwide marketing channels, to achieve sustainable competitive advantage by using strategic and managerial frames of reference. Students will acquire an understanding the issues and challenges faced by organisations in designing and managing these channels, and their strategic importance to these organizations. This subject develops skills linked to the Faculty’s graduate attribute that looks at developing critical thinking, creativity and analytical skills. This is achieved through analysing a company’s channel ecosystem through completion of a major project, guest speakers and case problems.