51363 MARKETING CHANNELS

Year	No.	Offer	Mode	Description			Cred. Pts
97	51363 	S1  	X 	MARKETING CHANNELS        	1.00

Contents

• Staffing
• Pre-requisite(s)
• Rationale
• Synopsis
• Objectives
• Topics
• Texts
• Recommended References
• Student Workload
• Assessment Details
• Other Requirements

STAFFING:

PRE-REQUISITE(S)

51361

RATIONALE:

Having  a  good  product which is reasonably priced and well  promoted
will be of little use unless consumers can readily obtain the product.
The  study  of  Marketing Channels addresses the issue  of  getting  a
product  from  a manufacturer to a consumer in the most efficient  and
effective manner.

SYNOPSIS:

The  study of marketing channels addresses the distribution  or  place
element  of the marketing mix. Intermediaries such as wholesalers  and
retailers  are examined, and the impact of the other elements  of  the
marketing  mix  on channel management are considered. Issues  such  as
channel  design  and structure, leadership, conflict and  control  are
also addressed.

OBJECTIVES:

Upon completion of this unit, students will be able to:

1. Explain the concept of the marketing channel;
   
2. Understand the role of the marketing channel within the firm's
   marketing mix;
   
3. Discuss the environment within which the marketing channel
   operates;
   
4. Describe the basic structure and design of the marketing
   channel;
   
5. Discuss the major issue involved in managing the marketing
   channel;
   
6. Explain the role of logistics in channel management;
   
7. identify, analyse and evaluate specific distribution problems
   and prepare written reports recommending appropriate course of
   action.
   

TOPICS:

 Description                                                    Weighting(%)

Marketing Channel Systems                                             30.00
1.1     Marketing Channel Concepts
1.2     The Marketing Channel Environment
1.3     Channel Participants - Producers and Wholesalers
1.4     Channel Participants - Retailers

Developing the Marketing Channel                                      25.00
2.1     Marketing Channel Strategy
2.2     Designing the Marketing Channel
2.3     Vertical Marketing Systems

Managing the Marketing Channel                                        40.00
3.1     Conflict, Power and Role in the Marketing Channel
3.2     Communication, Motivation and Leadership in the
        Marketing Channel
3.3     Channel Management and the Marketing Mix
3.4     Logistical Systems
3.5     Evaluating Channel Member Performance

Additional Perspectives in Marketing Channels                         5.00
4.1     Direct Selling, Direct Marketing and Channels for
        Services

TEXT and MATERIALS to be PURCHASED:

RECOMMENDED REFERENCE MATERIALS:

Stern, L.W. and ElAnsary, A.I. 1992, Marketing Channels, 4th edn.,
Prentice Hall, Englewood Cliffs, NJ.

Bowersox, D.J. and Bixbycooper, M. 1992, Strategic Marketing Channel
Management, McGraw-Hill, USA.

STUDENT WORKLOAD REQUIREMENTS:

	ACTIVITY				HOURS
Report Writing                                	50
Directed Study                                	60
Private Study                                 	55

ASSESSMENT DETAILS:

No  *F/S Marks     Due        Description                              Wtg(%)    LBL
1   S    20.00     24/03/97  ASSIGNMENT 1 - 1500 words                 20.00     Y
2   S    30.00     12/05/97  ASSIGNMENT 2 - 2000 words                 30.00     Y
3   S    100.00    END S1    END OF SEMESTER ONE EXAMINATION 2.5 HOUR  50.00     N

OTHER REQUIREMENTS:

1    To  obtain  a  pass  in  a unit, students must  pass  {both}  the
     assignment mode and the exam mode.
2    The due date of an assignment is the date by which a student must
     despatch  the assignment to the University, and is normally  that
     defined  in the relevant unit specification. The onus is  on  the
     student to provide, if requested, proof of date of despatch.
3    Students  should organise their affairs to ensure that they  meet
     due  dates  for all assignments. Extensions will be granted  only
     under exceptional extenuating circumstances, normally involving a
     significant medical condition.
4    Students  may  apply  for  an  assignment  extension  either   by
     application  through  DEC before the due  date  or  by  including
     application  with the submitted assignment after  the  due  date.
     Such  applications  should be in writing and  include  supporting
     documentary evidence. The authority for granting extensions rests
     with the Unit Leader.
5    All  assignments  despatched after due dates without  appropriate
     extension  approvals or after approved extension  dates  will  be
     penalised  up to a maximum of 20% of the assigned mark  per  work
     day.
6    Students  must  retain a copy of all assignments  which  must  be
     provided if/when required by the Unit Leader.
7    Unit  weightings of topics should not be interpreted as  applying
     to  the  number  of  marks allocated to questions  testing  those
     topics in an examination paper.