Course Overview

This course in "International Channel Management & e-commerce" aims at giving the foundational knowledge to understand, design and manage effective sales and marketing channels,  in particular for businesses operating in international set up. It reviews in greater details the various typologies of distribution channels, their respective advantages and disadvantages as well as provides a framework to design, manage and evaluate them effectively. It takes in consideration the latest marketing and distribution trends with a special focus on e-commerce and omni-channel marketing. 

Learning Objectives

At the end of this course, you should: 

• Identify the role of channel strategy in the Marketing-Mix.
• Describe which are the multiple actors in a distribution system and their respective role.
• Recognize the various distribution models: direct versus indirect, selective versus intensive, hybrid models.
• Name the benefits/disadvantages of each distribution model (direct/indirect/hybrid) and recommend the most suitable model in a given context.
• Distinguish the most common distribution structures: retailers, wholesalers, distributors, franchising.
• Explain what it takes to manage effective and enduring channel relationships.
• Describe the major global trends and their impact on channel strategy.
• Identify the new challenges and opportunities with the rise of e-commerce.
• Explain what ‘omnichannel’ stands for, what are its key drivers and how best to execute.
• Analyse channel strategies of given sectors/industries in light of above concepts
• Recommend Go-to-Market strategies for emerging businesses
• Be able to recommend alternative sustainable or circular practices to standard Go-to-Market strategies