MANAGING MARKETING CHANNELS
Prof.Ezeni Brzovska, PhD
|Course objectives (competences): |
The main focus in teaching this subject is marketing channel management. In an increasingly dynamic environment, it is essential to create a sustainable competitive advantage by creating an optimal combination of marketing channels.
Throughout the course, through practical examples, strategies for managing marketing channels are analyzed and identified. Since it is a complex system of relationships within marketing channels, within the classes are identify the causes of conflicts as well as the sources of power in marketing channels. Real-life practical examples, discussions, and expert assignments also identify new challenges facing marketing channels, such as their transformation into new forms as a result of the development of digital technology, operating in an international environment, the importance of franchise systems and marketing features service sector channels.
Chapter 1. Marketing Channel Systems
Chapter 2. Developing marketing channels
Chapter 3. Manage marketing channels
Chapter 4. Additional aspects of marketing channels