• Semester 1 (Day)

Co-requisite: 51361

Synopsis

The  study of marketing channels addresses the distribution  or  place
element of the marketing mix. The unit takes a managerial approach  to
the  distribution problem. Channel intermediaries, such as wholesalers
and  retailers are discussed. A formal process for the  design  of  an
effective  and efficient marketing channel is examined. The impact  of
the  other  elements  of  the marketing mix on channel  management  is
considered.  Channel  Management issues such as  power  and  conflict,
communication and channel evaluation are also addressed.