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Marketing Channel Functions
  • Level Professional
  • Duration 7 hours
  • Course by Emory University
  • Offered by

About

This course is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship and business development. This course will cover the concept of channel functions, or the supply side of designing routes to markets. Channel functions are the necessary activities that channel members must provide in order to create the channel benefits that customers desire. You will learn a framework that quantifies channel functions and ultimately, how to use them as the basis for determining channel member work loads and compensation. A final exercise considers how to monetize shipping benefits and align the channel benefits demanded with the necessary supply side activities.

Modules

Channel Functions

    • 4 Videos
    • 3 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Channel Functions Quiz 1
  • Channel Functions Quiz 2

4 Videos

  • Channel Functions Pt. 1
  • Channel Functions Pt. 2
  • Channel Functions Pt. 3
  • Channel Functions Pt. 4

3 Readings

  • Welcome to the Course!
  • Channel Functions Slide Deck to Accompany Video Pts. 1-5
  • Related Articles (optional)

CEMEX Case

    • 9 Videos
    • 4 Readings
    • 1 Assignment
Show info about module content

1 Assignment

  • CEMEX Quiz

9 Videos

  • The CEMEX Case Pt. 1
  • CEMEX Case Analysis Pt. 1
  • CEMEX Case Analysis Pt. 2
  • CEMEX Case Analysis Pt. 3
  • CEMEX Case Analysis Pt. 4
  • CEMEX Case Analysis Pt. 5
  • CEMEX Case Analysis Pt. 6
  • The CEMEX Case Pt. 2
  • CEMEX Example Slides

4 Readings

  • The CEMEX Case
  • CEMEX Slide Deck to Accompany Video Pt. 1
  • CEMEX Slide Deck to Accompany Video Pt. 2
  • Related Articles (optional)

Channel Alignment

    • 3 Videos
    • 2 Readings
    • 1 Discussion
    • 1 Assignment
Show info about module content

1 Assignment

  • Optimal Channel Alignment Quiz

1 Discussions

  • Let's Discuss

3 Videos

  • Channel Alignment and Optimal Offering - Pt. 1
  • Channel Alignment and The Optimal Offering - Pt. 2
  • Channel Alignment and The Optimal Offering - Pt. 3

2 Readings

  • Channel Alignment Slide Deck to Accompany Video Pts. 1-3
  • Related Articles (optional)

Auto Summary

Enhance your expertise in Sales & Marketing with the "Marketing Channel Functions" course on Coursera. Ideal for professionals in consulting, strategy, industrial sales, marketing management, and entrepreneurship, this course delves into channel functions and their role in designing market routes. Learn to quantify channel functions, determine workloads, and monetize shipping benefits over 420 minutes of insightful content. Available with Starter and Professional subscription options, this professional-level course is perfect for advancing your career.

Sandy Jap
Instructor

Sandy Jap