The course examines important issues related to the organization and management of international marketing channels of distribution. A marketing channel is a set of interdependent organizations involved in the process of making a product or service available for consumption. The course provides an understanding of how international companies and other organizations can effectively and efficiently use sales channels to transmit things of value from points of production to points of consumption.
Students will analyze and evaluate the design and management of such channels in a global context. An analysis of the constraints and opportunities facing a firm that distributes its product across national borders will enable students to gain a comprehensive understanding of this important aspect of international marketing.
The main objectives of the course are to:
Main learning outcomes for this course:
Fue CEO en FGP Global Advisor y Director de Marketing y Comunicación en Otis Global Major Projects, United Technologies Corporation, donde actualmente desempeña el cargo de Head of Global Strategic Accounts.
• Definition of Channels of Distributions.
• Type of Channels.
• Need for channel service outputs.
• Channel Tasks and functions.
• Merchandise selection.
• Basic Principles of retailer behavior.
• Strategic factors for channel choice.
• Alternative distribution institutions.
• Export distribution systems.
• Different factors to consider when designing the distribution strategies.
• Channel design issues
• Channel alignment and leadership
• Selecting Channel Members.
• Motivating channel participants.
• Evaluating and Controlling channel members.
• Modifying Channel Arrangements.
• Economic criteria.
• Control criteria.
• Adaptive criteria.
• Environmental Factors
• Consumer Factors
• Product Factors
• Company Factors