24222 Channel Analysis and Management

Subject level: Undergraduate

Handbook description

This subject develops the knowledge and skills to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Implement practical solutions to complex channel problems.
2. Apply analytical perspectives and decision tools, which underlie managerial channel decisions.
3. Work more effectively in teams to develop interpersonal, leadership and communication skills.
4. Present more effectively in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

This subject provides the tools to implement a crucial component of marketing strategies and develops the knowledge and skills to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address topics like the following:

• Marketing channel structures and functions
• Marketing channel design and service outputs
• Marketing channel flows and efficiency analysis
• Marketing channel gap analysis
• Managing marketing channel conflict and coordination
• Strategic alliances and vertical integration in marketing channels

Assessment

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Project Report (Group)

Assessment item 3: Final Exam (Individual)

Required text(s)

Coughlan, Anne, Erin Anderson, Louis W. Stern and Adel El-Ansary (2006), Marketing Channels, 7th edn, Prentice Hall.

Indicative references

Bert Rosenbloom (2004), Marketing Channels: A Management View, 7th edn, Cengage.

Lilien G., and Rangaswamy A. (2004) Marketing Engineering: Computer-Assisted Marketing Analysis and Planning, 2nd edn, Trafford Publishing

Relevant journals, periodicals and publications that may assist students with research for case studies and other components might include:

• Columbia Journal of World Business
• European Journal of Marketing
• Harvard Business Review
• Sloan Management Review
• International Marketing Review
• International Marketing Journal
• Journal of Marketing
• Journal of Marketing Research
• International Business Week
• Fortune
• The Economist
• AsiaWeek
• Far Eastern Economic Review
• Business Review Weekly
• Australian Financial Review
• The Australian
• The Sydney Morning Herald
• The Melbourne Age

Business channels textbooks may be used in research but should not be the only or major references used.