WOLLEGA University
College of Business and Economics
Marketing Management
MA in Marketing
Course: Marketing Channel Management
Instructor: Chala Dechassa, PhD
E-Mail: cdechassa@yahoo.com
Course Description
Distribution Management is an elective and assumes that the student has taken the Core
Marketing classes. It focuses on how the product reaches the final consumers.
This course discusses the theories, principles, systems, and practices that are related to
the movement of goods and services from producing companies to final users. It
explains the processes of designing and managing distribution channels in industrial,
consumer, and service markets. The course examines the economic and behavioral
problems emanating between producers and intermediaries. It also studies the
methods and techniques of the physical distribution of goods. The course is equally
applicable to all organizations whose core product is service (e.g., banks, transportation
companies, hotels, hospitals, educational institutions, professional services,
telecommunication, etc.) and to organizations that depend on service excellence for
competitive advantage (e.g., high technology manufacturers, automotive, industrial
products, etc.).
Course objectives
Upon successful completion of this class, course participants will have a working
knowledge of the following:
1. To acquire the basic knowledge, concepts, tools, and professional terminology
necessary to understand specific considerations facing firms as they engage in
distribution management.
2. To develop an understanding of the distribution management concepts.
3. To explain the definitions of the distribution channels.
4. To explain the importance of the channels of distribution.
5. To investigate the logistic operations in the organizations.
Content outline
1
In the distribution management course there are essential topics that should be covered;
these topics are listed in the table below.
Week Reading Topic
1 Chapter # 1 Marketing Channel Concepts
Introduction to channel management
participants in channel management
Selecting the Channel Members
2 Chapter # 2 Behavioral Processes in Marketing Channels
3 Chapter # 3 Designing and formulating strategy(4 ps) in Marketing
Channels for competitive advantage
Product and Channel Management
Pricing and Channel Management
Promotion and Channel Management
Logistics and Channel Management
4 Chapter # 4 Electronic Marketing Channels
5 Chapter # 5 Marketing Channels for Services
6 Chapter # 6 International Channel Perspective
7 Chapter # 7 Evaluation Channel Member Performance
Course Evaluation
Case Analysis & Case Critique………………………….………………………….....15%
Project & presentation…………………….…………………………………………...15%
Mid Exams……………………………….…………………………………………....30%
Final Exam……………………………………………………………………………..40%
Total ………………………………………………………………………………....100%
Course Text Book
Marketing Channels: A Management View, Seventh Edition by Bert Rosenbloom
Additional Readings
1. Marketing Channels 7/e by Coughlan, Anderson, Stern and El-Ansary (Prentice
Hall, ISBN 0131913468)
2. Linda Gorchels, Edward Marien, and Chuck West, the Manager's Guide to
Distribution Channels. McGraw-Hill, 2004.
Assignments
Objectives for Assignments
2
An underlying assumption of the Distribution Management course is that students learn
best and retain more when they actively apply and work with the concepts presented in
the course materials rather than simply read about them or hear the professor talk about
the ideas. The purpose of these assignments is for you to apply concepts and tools learned
in class to real situations. In general, each of the assignments will be graded according to
the following criteria:
1. Evidence of understanding and ability to apply course concepts
2. Quality (depth, creativity, clarity) of analysis and expression.
3. Writing style, you will not receive extra credit for proper spelling, grammar,
punctuation, etc. but will receive a poor evaluation of the assignment if these areas are
found to be lacking.
4. The submission due dates.
Individual assignments
The purpose of these assignments is to understand and evaluate the individual skills and
level of understanding of the course concepts for each student.
Assignment # 1: Case Analysis & Case critique a
One case analysis & critique with presentation. The cases are found in the text book,
the instructor will assign one case to each student. A ten pages report maximum (12
point font, double-spaced) will be submitted in due date. You must submit the cases
reports to me one week before the presentation.
The case analysis /critique guidelines will be delivered to the students in the class.
Each individual member of the class is expected to analyze and be prepared to
discuss each case. You should attempt to meet with your class members in
advance of a case to help you prepare for the discussion. Your role in a case
discussion requires you to not only learn the material but also to assist in the
learning of your classmates.
*All students are required to present their individual
assignments*
Assignment # 2: Distribution Project (group assignment)
3
The project of this course focuses on analysis of a (business) situation wherein supply
chain/logistics performance is a significant source of competitive advantage. The
assignment provides an excellent opportunity to apply course concepts for analysis and
description of how an organization’s supply chain can be optimized. A written report (not
more than 20 pages) will be due on the last week of class before final exams.
1. You should describe the current supply chain management situation facing the
organization you want to target. You should provide justification for why this
organization. Be sure that you sufficiently investigate competitors that exist.
Please include a SWOT analysis.
2. Description of major problems/ obvious crisis or decisions point that requires
further analysis or discussion
3. A complete analysis of the problems with recommendations for implementation.
4. You should use appropriate distribution concepts to describe your chain and your
proposed marketing strategy.
5. An executive summary that highlights the key aspects of your project should also
be included. Your paper will be evaluated based on the quality of your
justification for the decisions you make about your project, your consistency in
linking marketing strategy and tactic decisions, the depth of knowledge about
marketing channels you demonstrate based on your discussion of course concepts,
the level of detail provided, the quality of the writing, and the presentation.
You may put the blueprint in an appendix as well as any other related materials that help
support the decisions made in the report. There is no limit to the number of pages
included in the appendices.
Due Dates:
- Case analysis is due on two weeks’ time
- The project report is due on last week before final exam
