Marketing Channel Benefits
Master marketing channel strategy by focusing on customer buying preferences, and strategic route-to-market decisions, ideal for B2B professionals.
Master marketing channel strategy by focusing on customer buying preferences, and strategic route-to-market decisions, ideal for B2B professionals.
This course focuses on understanding and implementing effective marketing channel strategies, with emphasis on how customers prefer to buy. Students learn to analyze channel benefits, quantify customer preferences, and develop strategic routes to market. The course provides frameworks for evaluating channel benefits and creating competitive advantages through innovative distribution strategies. Designed for professionals in consulting, sales, marketing management, and business development, it offers practical tools for channel strategy optimization.
4.5
(47 ratings)
3,299 already enrolled
Instructors:
English
Tiếng Việt
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What you'll learn
Understand key channel benefits and customer buying preferences
Develop frameworks for quantifying and evaluating channel benefits
Create strategic route-to-market solutions
Analyze and audit channel effectiveness
Implement innovative distribution strategies for competitive advantage
Skills you'll gain
This course includes:
3.2 Hours PreRecorded video
5 quizzes, 1 discussion prompt
Access on Mobile, Tablet, Desktop
FullTime access
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There are 4 modules in this course
The course provides a comprehensive exploration of marketing channel benefits and strategy. Students learn to identify and analyze customer buying preferences, evaluate channel effectiveness, and develop strategic distribution solutions. The curriculum covers explosive channel value creation, benefit auditing, and practical frameworks for channel decision-making. Through case studies and practical examples, participants gain skills in designing and optimizing routes to market.
INTRODUCTION
Module 1 · 2 Hours to complete
EXPLOSIVE CHANNEL VALUE
Module 2 · 2 Hours to complete
CHANNEL BENEFITS
Module 3 · 2 Hours to complete
AUDITING BENEFITS
Module 4 · 2 Hours to complete
Fee Structure
Instructor
The Sarah Beth Brown Professor of Marketing at Emory University
Sandy Jap is the Sarah Beth Brown Endowed Professor of Marketing at Emory University's Goizueta Business School, where she has been a faculty member since 2001. Prior to her tenure at Emory, she served on the faculty at the Sloan School of Management at MIT and the Wharton School at the University of Pennsylvania. Sandy's research focuses on the development of organizational relationships, go-to-market strategies, and e-procurement. She is the author of influential works such as "Partnering with the Frenemy," which explores the complexities of business relationships, and "A Field Guide to Channel Strategy," providing practical insights into market strategies.In addition to her academic contributions, Sandy is an international speaker, expert witness, and consultant across various industries. She teaches several courses on Coursera, including "Marketing Channel Benefits," "Marketing Channel Functions," "Marketing Channel Governance," and "Marketing Channel Incentives." Her extensive experience and research have earned her recognition as a leader in the marketing field, including a Lifetime Achievement Award from the American Marketing Association. Through her teaching and consulting efforts, Sandy Jap continues to shape the future of marketing education and practice.
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4.5 course rating
47 ratings
Frequently asked questions
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