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January 28, 2025
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This course is part of Marketing Channel Strategy & B2B2C Routes to Market Specialization
Instructor: Sandy Jap
3,720 already enrolled
Included with
(51 reviews)
Recommended experience
Intermediate level
Completion of university principles of marketing or core marketing course or at least two years of B2B work experience.
(51 reviews)
Recommended experience
Intermediate level
Completion of university principles of marketing or core marketing course or at least two years of B2B work experience.
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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 introduce you to the concept of channel benefits, which focuses on HOW customers want to buy. This is a critical first step and represents the demand side of designing routes to markets. You will learn which channel benefits are most commonly desired by customers. Finally, you will gain frameworks for how to quantify and tradeoff these benefits so as to create a range of strategic options.
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.
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.
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.
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.
4 videos2 readings1 assignment
We asked all learners to give feedback on our instructors based on the quality of their teaching style.
Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.
Course
Tecnológico de Monterrey
Specialization
Automatic Data Processing, Inc. (ADP)
Course
51 reviews
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23.52%
9.80%
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Reviewed on Feb 26, 2024
it was really great experience , thanks course era give me financial aid
Reviewed on Apr 20, 2022
Incredible course to learn about Marketing Channels and how to use them properly in a business. The course is explained really well and with great examples.
Reviewed on Oct 23, 2024
Its quite informative, the training content is simplified and flavored with real examples
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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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