《Marketing Channel Management》Syllabus

Course Number:           2109807110

Course Name:                Marketing Channel Management

Instructors:                     Yulian Wang

Required Text:              Fan Xiaojun. Marketing Channel management [M]. Beijing: Renmin University Press, 2021.

Course Description:       This course is an optional course for marketing majors. This course is an applied discipline which mainly analyzes and studies the theoretical and practical knowledge of concepts, methods and skills related to the design of channel structure and organization management. Through the study of this course, students can master the basic theory of marketing channel, master the design method of marketing channel, update the concept of marketing channel management, and enrich the quality of marketing channel management; Understand the latest development trend of marketing channel structure, and can use scientific methods to design the channel structure; Master the selection, training, management of marketing channel members and the innovation and development of marketing channels.

                                                                                                   Credits/Teaching hours

Outline of UG CPC Topics Covered in this Course :( 2 credits /32 Teaching Hours)

I. Overview of Marketing Channels                             2 Teaching hours

- Five common channel types

- Channel structure and evolution

II. Marketing Channel Environment                                                2Teaching hours

- The meaning and characteristics of the channel environment

- Economic environment

- Network environment

III.Marketing Channel members                   2 teaching hours

- Types of channel members

- Channel middlemen

- Channel Terminals

IV.Marketing Channel Strategy                   2Teaching hours

- Channel Strategy and channel design

- Channel strategy and channel management

V.Marketing Channel Design                     2 Teaching hours

- Influencing factors and principles of marketing channel design

- marketing channel design  process and methods

  VI.Selection of Marketing channel members           2 Teaching hours

- Evaluation and selection of channel members

- Assignment of channel members

VII.Service Marketing Channels                       2 Teaching hours

- Design and Selection of service marketing channels

- Expansion and innovation of service marketing channels

VIII. Logistics Management of Marketing Channels       2 Teaching hours

-The connotation of logistics management

-logistics system planning

-Modern supply chain management and third-party logistics

IX. Incentive Management for Marketing Channel Members  2 Teaching hours

- Channel Communication

- Channel incentives

- Channel adjustment

X.Marketing Channel Relationship Management        2 Teaching hours

- Marketing Channel Vertical Relationship Management

- Marketing channel horizontal relationship management

- marketing channel conflict management and channel control

XI. Marketing Channel Evaluation Management          2 teaching hours

- The process of marketing channel evaluation

- Overall performance evaluation of marketing channels

- Optimization of marketing channels

XI. Management of Electronic Marketing Channels       2 Teaching hours

- Channel Management for independent e-retailers

- E-channel management of multi-channel retailers

XIII. Omnichannel Management                        4 Teaching hours

- Consumers' channel choice behavior under omnichannel

- Omnichannel strategy model

- Omni-channel integration strategy

             Total (Teaching Hours)                                                                       32

Summary of UG CPC Topics Covered in this Course:                   (32Teaching Hours)