BBA3106 Marketing Channels (Marketing & Entrepreneurship Option)

The course is designed to provide students with a foundation in channels management, with a specific emphasis on modern marketing channel techniques and strategies. The course is intended to show the role of Marketing Channels in the larger field of Marketing   Management; Provide students with in-depth knowledge of marketing channel systems and channel management; Help students identify strategies and tactical decisions made by those responsible for managing marketing channels and distribution systems; To provide real world context to marketing channels analysis and decision making through real-time case analysis using the Internet; and To enhance oral and written communications skills as well as team building projects requiring teamwork.

Learning Outcomes       
After completing this course, students must be able to:

• Understand why channel intermediaries (i.e., wholesalers, and retailers) are used in the economy and identify their distribution tasks;
• Recognize the impact of environmental factors on the marketing channels, particularly economic, technological, legal, and socio-cultural factors;
• Recognize the role of the government and regulations in solving some business problems and conflicts among participants and assure rights to parties involved; and
• Design a channel, and select the right participant(s) in order to achieve distribution objectives effectively and efficiently (i.e., the right person in the right place).