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Marketing Channel Governance

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Marketing Channel Governance

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

Instructor: Sandy Jap

Included with

Learn more

4 modules

Gain insight into a topic and learn the fundamentals.

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.

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

3 assignments¹

AI Graded see disclaimer

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 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.

In this course you will gain a framework for analyzing how much warmth/friendship/socialization is needed for a range of business relationship types. You will also be introduced to the benefits and drawbacks of distributing on Amazon and other third party platforms in which third party resellers are present. You will be exposed to new platforms for B2B exchange via a guest speakers' presentation of a startup called Inxeption. Finally, you will be exposed to how multichannel routes to market can create superior value for downstream customers.

Module details

This module explains the types of relationships that are possible with channel partners and provides a framework for understanding when and where close partnering relationships are appropriate.

What's included

5 videos4 readings1 assignment1 discussion prompt

5 videosTotal 57 minutes

Managing Channel Relationships Pt. 18 minutes
Managing Channel Relationships Pt. 212 minutes
Managing Channel Relationships Pt. 36 minutes
Managing Channel Relationships Pt. 414 minutes
Managing Channel Relationships Pt. 517 minutes

4 readingsTotal 40 minutes

Welcome to the Course!10 minutes
Managing Channel Relationships Slide Deck to Accompany Video Pts. 1-310 minutes
Managing Channel Relationships Slide Deck to Accompany Pts. 4-510 minutes
Video Pt. 5 Excel Spreadsheet & Questionnaire10 minutes

1 assignmentTotal 10 minutes

Managing Channel Relationships Quiz 10 minutes

1 discussion promptTotal 20 minutes

Let's Discuss20 minutes

This module and the next addresses issues related to doing business on Amazon. Although selling on Amazon has the potential to grow your business (see the Weisser video), everyone does not have as great an experience. This module will introduce you to the dark side of selling on Amazon: the concept of gray markets via a case study, the Ripple Rug Cat Scam.

What's included

1 video3 readings1 assignment1 discussion prompt

This panel discussion overviews the key challenges that firms face when distributing on a third party platform such as Amazon.

What's included

2 videos1 reading1 assignment

This module explains the various routes to market that firms might use simultaneously as well as the challenges associated with creating and maintaining them.