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Marketing Channel Functions

Marketing Channel Functions

This course is part of Marketing Channel Strategy & B2B2C Routes to Market Specialization

Instructor: Sandy Jap

2,239 already enrolled

Included with

Learn more

3 modules

Gain insight into a topic and learn the fundamentals.

19 reviews

Intermediate level

Recommended experience

7 hours to complete

Flexible schedule

Learn at your own pace

3 modules

Gain insight into a topic and learn the fundamentals.

19 reviews

Intermediate level

Recommended experience

7 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

4 assignments

Taught in English

91%

of learners achieved a positive career outcome

See how employees at top companies are mastering in-demand skills

Learn more about Coursera for Business

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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 3 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 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.

Module details

This module will define the scope and importance of channel functions, or activities and processes needed to coordinate the players in a channel system.

What's included

4 videos3 readings2 assignments

4 videosTotal 44 minutes

Channel Functions Pt. 115 minutes
Channel Functions Pt. 212 minutes
Channel Functions Pt. 310 minutes
Channel Functions Pt. 47 minutes

3 readingsTotal 50 minutes

Welcome to the Course!10 minutes
Channel Functions Slide Deck to Accompany Video Pts. 1-510 minutes
Related Articles (optional)30 minutes

2 assignmentsTotal 45 minutes

Channel Functions Quiz 115 minutes
Channel Functions Quiz 230 minutes

This case provides opportunity for practical application of the channel benefit and functions framework discussed thus far.

What's included

9 videos4 readings1 assignment

9 videosTotal 81 minutes

The CEMEX Case Pt. 110 minutes
CEMEX Case Analysis Pt. 17 minutes
CEMEX Case Analysis Pt. 29 minutes
CEMEX Case Analysis Pt. 33 minutes
CEMEX Case Analysis Pt. 410 minutes
CEMEX Case Analysis Pt. 54 minutes
CEMEX Case Analysis Pt. 67 minutes
The CEMEX Case Pt. 217 minutes
CEMEX Example Slides13 minutes

4 readingsTotal 65 minutes

The CEMEX Case15 minutes
CEMEX Slide Deck to Accompany Video Pt. 110 minutes
CEMEX Slide Deck to Accompany Video Pt. 210 minutes
Related Articles (optional)30 minutes

1 assignmentTotal 30 minutes

CEMEX Quiz30 minutes

Defines demand and supply side gaps in the channel framework and provides examples and application to a marketplace context.

What's included

3 videos2 readings1 assignment1 discussion prompt

3 videosTotal 25 minutes

Channel Alignment and Optimal Offering - Pt. 17 minutes
Channel Alignment and The Optimal Offering - Pt. 28 minutes
Channel Alignment and The Optimal Offering - Pt. 310 minutes

2 readingsTotal 13 minutes

Channel Alignment Slide Deck to Accompany Video Pts. 1-310 minutes
Related Articles (optional)3 minutes

1 assignmentTotal 30 minutes

Optimal Channel Alignment Quiz30 minutes

1 discussion promptTotal 30 minutes

Let's Discuss30 minutes

Earn a career certificate

Add this credential to your LinkedIn profile, resume, or CV. Share it on social media and in your performance review.

Instructor

Sandy Jap

Emory University

4 Courses6,462 learners

Offered by

Emory University

Marketing Channel Functions

Marketing Channel Functions

Skills you'll gain

Details to know

See how employees at top companies are mastering in-demand skills

Build your subject-matter expertise

There are 3 modules in this course

MARKETING CHANNEL FUNCTIONS

What's included

BUILDING ROUTES TO MARKET: THE CEMEX CASE

What's included

CHANNEL ALIGNMENT AND OPTIMIZATION

What's included

Earn a career certificate

Instructor

Offered by

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Frequently asked questions

When will I have access to the lectures and assignments?

What will I get if I subscribe to this Specialization?

Is financial aid available?

More questions