Channel Marketing

Unprecedented disruption in-channels-to market are challenging businesses of all types and sizes. Changing consumer demographics and demand are shifting from Product consumption to Services (Rent vs Own) giving rise to online and offline channel integration where new distribution channels are dictating terms to producers. Managing the complex and dynamic Place “P” in the marketing mix, this course will provide students with greater insight into building and managing a 22nd Century distribution strategy and the application of a rational economic framework for strategizing new and existing profitable channels to market. The overall question explores answers to, not just where to find your customer, but the channels you must distribute in to cover and satisfy their ever changing demands.