MRK526 - Management of Marketing Channels

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Last revision date Dec 20, 2019 12:36:52 PM
Last review date Dec 20, 2019 12:36:52 PM

Subject Title
Management of Marketing Channels

Subject Description
The effective development and management of marketing channels is a critical factor in gaining and maintaining competitive success. Through lectures, case studies and projects, students learn to design and manage effective distribution channels. The focus is on current practices outsourcing, retailing, electronic retailing, wholesaling, and logistics. Students learn how to develop effective marketing programs for retailers and wholesalers as well as how to manage conflict and power in channel relationships.

Credit Status

One Credit will be granted upon successful completion of the subject.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Describe the concepts of channel structure and apply these concepts to design the marketing channels, factoring in Market Behavioral variables, for a chosen client.

2. Describe the roles played by various intermediaries including retailers, wholesalers and e-trailers and determine the best use of these intermediaries through case analysis.

3. Explain the concept of power and predict its effect on the behaviour of channel members and negotiations.

4. Apply the basic guidelines for developing effective channel pricing strategies in case analysis.

5. Identify current trends and research findings on channel promotions. Apply this knowledge for a chosen client site.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.