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.
Marketing Channel Benefits
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Marketing Channel Benefits
This course is part of Marketing Channel Strategy & B2B2C Routes to Market Specialization
Instructor: Sandy Jap
3,463 already enrolled
Included with 
Gain insight into a topic and learn the fundamentals.
4.5
(50 reviews)
Intermediate level
Recommended experience
9 hours to complete
3 weeks at 3 hours a week
Flexible schedule
Learn at your own pace
Details to know
Shareable certificate
Add to your LinkedIn profile
Assessments
5 assignments
Taught in English
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This course is part of the Marketing Channel Strategy & B2B2C Routes to Market Specialization
When you enroll in this course, you'll also be enrolled in this Specialization.
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There are 4 modules in this course
This module will define the scope and importance of marketing channels in the firm's route-to-market strategy. A case example involving distribution of oral rehydration salts in Africa will be used as an example of the trade offs, objectives, and practical solutions that a channel strategist would employ. This module will also overview the course structure and the general framework for developing your channel strategy, solving route-to-market problems, and the organization of the course content. Begin by downloading the slide deck in the reading section to annotate and follow along with the video lecture.
What's included
6 videos3 readings1 assignment1 discussion prompt
In this session, we will consider how marketing channel strategy can be a source of value, leading to revenue growth via the identification of new customer segments or intensifying existing segment purchases. A series of examples will illustrate how innovative routes-to-market can result in explosive value and differentiated product-channel offerings that can become the basis of competitive advantage.
What's included
3 videos2 readings2 assignments
Overviews the most common channel benefits desired and valuation differences. Provides a case example of how these preferences can and should drive key channel decisions, like whether a grocer should offer an online channel to customers.
What's included
4 videos2 readings1 assignment
This session will illustrate how to use a channel benefit audit tool to guide channel solutions and resource priorities. The channel benefit audit is fundamental to informing decisions around positioning, pricing, and competitive advantage.
What's included
4 videos2 readings1 assignment
Instructor
Instructor ratings
4.9 (16 ratings)Offered by
Recommended if you're interested in Marketing
Kennesaw State University
Coursera Instructor Network
Universidad de Palermo
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Frequently asked questions
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
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The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
If you subscribed, you get a 7-day free trial during which you can cancel at no penalty. After that, we don’t give refunds, but you can cancel your subscription at any time. See our full refund policy.