Brief Course Description
1. Course Title:
Marketing Channel Management
2. Language of Instruction:
English
3. Course Code:
ISB574074
4. Credits:
3
5. Course Objectives:
6. Brief Description of Course Content:
This course introduces the principles and tools of channel management in a global business environment. Topics include: the role of channels in marketing strategy, channel structure and design, channel member selection and management, multi-channel and digital distribution, channel conflict and cooperation, channel performance measurement, and emerging trends in distribution such as e-commerce and channel integration. Case studies from Singapore and Australia are included to enhance the practicality and comparison of international distribution systems.