MKT 348 - Management of Marketing Channels

Institution:

Lehigh University

Subject:

Description:

This course focuses on the design, elements, and management of marketing channels. For our purposes, a marketing channel is viewed as an interdependent, interorganizational system involved in the task of making goods, services, and concepts available for consumption. The main emphasis of this course is on the initial design of such systems and the on-going management of relationships between system participants. Economic, social, and structural aspects of channels will be analyzed. Illustrative topics include how channel systems should be formed; an investigation of a variety of channel intermediaries, including franchise systems, distributors, retailers, intermediary "market makers," and gray channels;the role of technology in channel relationships; the interpersonal dimensions of channel relationship management such as conflict management, minority issues, and ethics; and sales-force management, including selection, motivation, and compensation. Prerequisite: MKT 211 or MKT 111.

Credits:

3.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.lehigh.edu

Phone Number:

(610) 758-3000

Regional Accreditation:

Middle States Association of Colleges and Schools

Calendar System:

Semester

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