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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

4,738 already enrolled

Included with

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4 modules

Gain insight into a topic and learn the fundamentals.

53 reviews

Intermediate level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

4 modules

Gain insight into a topic and learn the fundamentals.

53 reviews

Intermediate level

Recommended experience

9 hours to complete

Flexible schedule

Learn at your own pace

Skills you'll gain

Details to know

Shareable certificate

Add to your LinkedIn profile

Assessments

5 assignments

Taught in English

91% of learners achieved a positive career outcome

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Build your subject-matter expertise

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.

Learn new concepts from industry experts
Gain a foundational understanding of a subject or tool
Develop job-relevant skills with hands-on projects
Earn a shareable career certificate

There are 4 modules in this course

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.

Module details

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

6 videosTotal 52 minutes

Marketing Strategy Introduction Pt. 110 minutes
Marketing Strategy Introduction Pt. 29 minutes
Marketing Strategy Introduction Pt. 36 minutes
Marketing Strategy Introduction Pt. 415 minutes
Marketing Strategy Introduction Pt. 57 minutes
Marketing Strategy Introduction Pt. 65 minutes

3 readingsTotal 50 minutes

Welcome to the Course!10 minutes
Marketing Strategy Slide Deck to Accompany Video Pts. 1-610 minutes
Related Articles (optional)30 minutes

1 assignmentTotal 30 minutes

Marketing Strategy Quiz30 minutes

1 discussion promptTotal 20 minutes

Let's Discuss20 minutes

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

3 videosTotal 28 minutes

Creating Channel Value Pt. 112 minutes
Creating Channel Value Pt. 210 minutes
Creating Channel Value Pt. 36 minutes

2 readingsTotal 55 minutes

Creating Channel Value Slide Deck to Accompany Video Pts. 1-310 minutes
Related Articles (optional)45 minutes

2 assignmentsTotal 50 minutes

Explosive Channel Value Quiz 130 minutes
Explosive Channel Value Quiz 220 minutes

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

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Instructor

Instructor ratings

(16 ratings)

Sandy Jap

Emory University

4 Courses6,446 learners

Offered by

Emory University

Learner reviews

5 stars
66.03%
4 stars
22.64%
3 stars
9.43%
2 stars
0%
1 star
1.88%

Showing 3 of 53

Reviewed on Oct 23, 2024

Its quite informative, the training content is simplified and flavored with real examples

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.

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