Lahore University of Management Sciences. MKTG 323 Channel Management Spring Semester 2015

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1 MKTG 323 Channel Management Spring Semester 2015 Instructor Room No. Office Hours Telephone Secretary/TA TA Office Hours Course URL (if any) Muhammad Luqman Awan SDSB-422 by appointment only TBA Ahmad Ali TBA Suraj.lums.edu.pk COURSE BASICS Credit Hours 3 Lecture(s) Nbr of Lec(s) Per Week 2 Duration Recitation/Lab (per week) Nbr of Lec(s) Per Week Duration Tutorial (per week) Nbr of Lec(s) Per Week Duration COURSE DISTRIBUTION Core Elective Open for Student Category Close for Student Category COURSE DESCRIPTION Course Description: Channel Management is one of the critical components of Marketing discipline. Now a day s business organizations either in consumer or industrial settings consider effective channel as one of the competitive advantage for their survival in ever growing demands of business world. In contrast with other marketing decision, channel decisions regard as most complicated to make & subsequently implications of these decisions often affects all elements of the marketing mix with long term consequences. At the same time, effective functioning channel warrant long term dividends for agile organizations as well To Design & manage Marketing channels in sync with firm s strategic vision is the result of astute thinking rather than arbitrary evolution of channel structure. To inculcate the spirit of share purpose among channel actors of diverse background & at times with conflicting incentives requires considerable efforts by Business Executives. Learn the art and science of navigating channel in front of uncertainties, conflict, power plays, and ever mounting competitive scenario while keeping clear focus on End customer is one of the most important takeaways of the course. COURSE PREREQUISITE(S) MKTG 200 Principles of Marketing

2 COURSE LEARNING OUTCOMES (CLO) Upon successful completion of the course, students should be able to: 1). Make Linkage between channel decisions and corporate strategy 2). Understand Frameworks & Practical learning s for effective channel design / Concept of Stewardship 3). Selection of types of channel intermediaries, market coverage requirements, Length & breadth of channels 4). Implementation of Channel Decisions, Channel conflicts & Channel power, Performance evaluation 5). Emergence of E Channels & Its consequences on other Channel players 6).Franchising Systems 7). Discuss and debate a variety of topics in Marketing relevant to Channel managers including the ethical and global perspectives in managing Channels 8). Present and defend their analysis and recommendations effectively, both in oral and written forms. (General Learning Goal) UNDERGRADUATE PROGRAM LEARNING GOALS & OBJECTIVES General Learning Goals & Objectives Goal 1 Effective Written and Oral Communication Objective: Students will demonstrate effective writing and oral communication skills Goal 2 Ethical Understanding and Reasoning Objective: Students will demonstrate that they are able to identify and address ethical issues in an organizational context. Goal 3 Analytical Thinking and Problem Solving Skills Objective: Students will demonstrate that they are able to identify key problems and generate viable solutions. Goal 4 Application of Information Technology Objective: Students will demonstrate that they are able to use current technologies in business and management context. Goal 5 Teamwork in Diverse and Multicultural Environments Objective: Students will demonstrate that they are able to work effectively in diverse environments. Goal 6 Understanding Organizational Ecosystems Objective: Students will demonstrate that they have an understanding of Economic, Political, Regulatory, Legal, Technological, and Social environment of organizations. Major Specific Learning Goals & Objectives Goal 7 (a) Program Specific Knowledge and Understanding Objective: Students will demonstrate knowledge of key business disciplines and how they interact including application to real world situations. (including subject knowledge) Goal 7 (b) Understanding the science behind the decision-making process (for MGS Majors) Objective: Students will demonstrate ability to analyze a business problem, design and apply appropriate decision-support tools, interpret results and make meaningful recommendations to support the decision-maker

3 Indicate below how the course learning objectives/outcomes specifically relate to any program learning goals and objectives. PROGRAM LEARNING GOALS AND OBJECTIVES Goal 1 Effective Written and Oral Communication Goal 2 Ethical Understanding and Reasoning Goal 3 Analytical Thinking and Problem Solving Skills Goal 4 Application of Information Technology Goal 5 Teamwork in Diverse and Multicultural Environments Goal 6 Understanding Organizational Ecosystems Goal 7 (a) Program Specific Knowledge and Understanding (Subject Knowledge) Goal 7 (b) Understanding the science behind the decision-making process COURSE LEARNING OBJECTIVES Students get a number of opportunities to demonstrate their ability to communicate effectively (CLO #8) Ethical perspectives in some of the case studies are highlighted (CLO #7) Analytical thinking and problem solving skills are essential for success in this course (CLO #1-6) Role of E channel in Channel strategy (CLO#5) Students work in groups of 4-5 persons each to work on projects. Most reading & case settings are global and multicultural () Develop students understanding of the interaction of firm specific variables with reference to marketing function, industry, and the economy (CLO #4) Major Goal: Comprehensive coverage of topics in Channel (CLO #1-6) NA COURSE ASSESSMENT ITEM CP, Readings, and Exam CP. Readings and Exam CP, Quizzes, Group project, Exercises, and Exam Readings Reading / Cases CP, Quizzes, Assignments, Cases, and Exam CP, Quizzes, Assignments, Cases, and Exam NA GRADING BREAKUP AND POLICY The course grade is based on the following criteria: Source % of Total Class Participation 20 Quizzes/Assignments 15 Group Project 30 Final Examination 35 Total 100 Class Participation and Attendance: Students are expected to attend all classes. If you are not present at the beginning of a class or leave class during the session without instructor s prior permission, you will be considered absent for the day. You must review the assigned materials in advance of the class in order to contribute meaningfully to class discussions. Quizzes: Several unannounced quizzes will be given on the assigned material (readings, cases, assignments, etc) during the term. No make-up quizzes will be given.

4 EXAMINATION DETAIL Lahore University of Management Sciences Midterm Exam No Final Exam Yes/No: Yes Combine Separate: Combined Duration: 3 Hours Exam Specifications: COURSE SCHEDULE Module/ Session Session Topic and Case Reading Material Session Outcome(s) (Students will be able to ) Session 1 Session 2 Topic: Overview of Channel Management Designing Channel of Distribution (Darden) Topic: Overview of Channel Management As above As above Appreciate the scope of Channel management and how Channel can be a source of value for the firm. (CLO # 1) Session 3 Topic: Channel Stewardship The Promise of Channel Stewardship (Chapter 1) CLO#1 & 2 Session 4 Session 5 Topic: Channel Stewardship *Assignments Topic: Industry Mapping The Promise of Channel Stewardship (Contd..) Mapping an Industry (Chapter 2) CLO#1 &2 CLO#1 & 2 Session 6 Topic: Building & Editing the Channel Value Chain I The Key Principles (Chapter 3) CLO#1, 2 & 3 Session 7 Topic: Building & Editing the Channel Vaue Chain I The Key Principles (Chapter 3) Contd. CLO#1, 2 & 3 Session 8 Topic: Building & Editing the Channel Vaue Chain II A framework for getting started (Chapter 4) CLO#1, 2. 3 & 4 Session 9 Topic: : Building & Editing the Channel Vaue Chain II A framework for getting started (Chapter 4) CLO#1, 2. 3 & 4 Session 10 Topic: Aligning & Influencing the Channel Value Chain I The Concept of Power Chapter 5) CLO#4

5 Session 11 Topic: Aligning & Influencing the Channel Value Chain I The Concept of Power Chapter 5) CLO# 1, 2, 3, 4 Session 12 *Assignments Topic: Aligning & Influencing the Channel Value Chain II Focusing on Performance (Chapter 6) CLO# 3, 4 Session 13 Session 14 Session 15 Topic: Stewardship in Action Topic: Stewardship in Action Assignment Topic: Stewardship in Action II Supplier Case studies (Chapter 7) Supplier Case studies (Chapter 7) The Intermediary perspective (Chapter 8) CLO#6 CLO#6 CLO#5, 6 Session 16 Topic: Managing Multiple Channels Stewarding Multiple Channels (Chapter 9) Clo#1-6 Session 17 Session 18 Session 19 Session 20 Topic: Managing Multiple Channels *Case: Cisco Systems: Managing the Go-to Market Evolution Topic: Internet as Channel Topic: Internet as Channel Topic: Integrating internet into Multiple Channels Stewarding Multiple Channels (Chapter 9) Contd The Challenges and opportunities of internet as Channel (Chapter 10) The Challenges and opportunities of internet as Channel (Chapter 10) Integrating the Internet into the Multiple Channel Solutions (Chapter 11) CLO#5 CLO#5 Session 21 Topic: Integrating internet into Multiple Channels Integrating the Internet into the Multiple Channel Solutions (Chapter 11) Session 22 Topic: Franchising A Note on Franchising CLO#6 Session 23 Topic: Strategy & Implementation of Channel Stewardship Strategy & Implementation of Channel Stewardship (Chapter 12) Session 24 Topic: Strategy & Implementation of Channel Stewardship Case: An Irate Distributor

6 Session 25 Topic: Work on Project Session 26 Industry Experts Session Session 27 Topic: Project Presentation Topic: Project Presentation Session 28 TEXTBOOK(S)/SUPPLEMENTARY READINGS Textbook: Transforming Your Go to Market Strategy By V Kasturi Rangan & Miscellanious Readings