Course Objective:
In this course, students will learn the basic concept of marketing channels, the procedure of designing marketing channels, the development of channel strategies, and the management of marketing channels. Students will study the qualitative and quantitative factors involved in selecting, developing, managing, maintaining, and evaluating channels of distribution. Special focus will be placed on identifying conflicts, exerting powers, building relationships and trusts among channel players in establishing sustainable, competitive advantages over competitors. In addition to learning of fundamental theories, students will discuss channel-related Harvard Business School cases, participate in company visits, and engage in several business case studies in class to enhance the abilities of applying theories to resolving channel issues in real business world.