Управление каналами и ритейл

Магистратура 2020/2021

Статус: Курс по выбору (Smart-маркетинг: данные, аналитика, инсайты)

Направление: 38.04.02. Менеджмент

Кто читает: Департамент менеджмента

Где читается: Факультет экономики, менеджмента и бизнес-информатики

Когда читается: 2-й курс, 3 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Сажина Александра Ильдаровна

Прогр. обучения: SMART-Маркетинг: данные, аналитика, инсайты

Язык: английский

Кредиты: 3

Контактные часы: 2

Full Syllabus Ask Question

Abstract

Understand how channel management and retailing can improve performance in your business. Nowadays, a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management. Blended format, based on https://www.coursera.org/learn/channel-management

Learning Objectives

In this course you will learn how to stay up-to-date on how companies are adding these aspects to their main strategic guidelines and making them key points in their managerial decision-making process.

Expected Learning Outcomes

understand the concept of omnichannel marketing
understand the current nature, structure, key players, and future of trade marketing
be able to see the role the 4 P's of marketing play in these retail strategies
know the importance of a strategic online presence for retailers and future trends in retailing

Course Contents

Distribution Channel Planning and Management: Why are They so Important?
At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to identify the most important players in distribution channels and their roles.
Distribution Channels and Their Evolving Landscape
At the end of this module you will be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
The Retail Strategy and Marketing Mix
At the end of this module you will be able to identify types of retailers, retailing strategies and how these retailers maintain competetive advantages over their competition. You will also be able to see the role the 4 P's of marketing play in these retail strategies.
Retailing Without Frontiers: New Trends in Retailing
At the end of this module you will be able to identify various growth opportunities for retailers and determine which entry strategies are best for various circumstances. You will also know the importance of a strategic online presence for retailers and future trends in retailing.

Assessment Elements

Online course results
In-class examination results
The exam is in writing. The exam is conducted in the form of a business situation analysis. Student computer must meet the requirements: support word, exel. To participate in the exam, the student must send the work within the specified time in word format. Originality of the work should be at least 80%. The transfer procedure is similar to the surrender procedure. A short-term communication disruption during the exam is considered a communication disruption of less than a minute. Long-term communication disruption during the exam is considered a violation of a minute or more. In case of a long-term communication disruption, the student cannot continue to participate in the exam. The retake procedure involves the use of complicated tasks. lead time 1,5 hours, use of additional materials is prohibited.

Interim Assessment

Interim assessment (3 module)
0.4 * In-class examination results + 0.6 * Online course results

Bibliography

Recommended Core Bibliography

Bruner, G. C. (2019). Marketing Scales Handbook : Multi-item Measures for Consumer Insight Research (Vol. (Library version)). [Place of publication not identified]: GCBII Productions, LLC. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2043136

Recommended Additional Bibliography

Spector, R., & Reeves, B. O. (2017). The Nordstrom Way to Customer Experience Excellence : Creating a Values-Driven Service Culture (Vol. Third edition). Hoboken, New Jersey: Wiley. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1586130

Course Syllabus