MKTG Channels Management
Intellectual Property: Patent Law
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Graduate School of Business
Recommended for route(s):
[ Transactional ] Intellectual Property: Patent Law
Why it is relevant for ...
[ Transactional ] as a Relevant Course outside SLS for those interested in Distribution : A legal practice dealing with technology transactions requires an understanding of the different levels in a distribution chain, and the bundle of IP rights variously granted to each level. For example, a distributor of computer software may have a different license grant from the owner of the copyright than certain resellers do. This course addresses the marketing and distribution process in general, including decisions like the desired length and breadth of the distribution channel and the relationships among channel members.
General course Description:
Channels Management: The design and management of channels of distribution are critical components of business strategy and key elements in organizing and implementing marketing strategy. The course aims to introduce frameworks and develop practical managerial learnings for effective design, implementation and management of channel networks and systems. The course begins by identifying and analyzing some fundamental decisions to be made regarding the design and governance of direct, indirect and dual channel structures and systems. Issues discussed will include selection of types of channel intermediaries, number of tiers of resellers to be used, targeted intensity of market coverage, channel length and breadth, and metrics to evaluate performance of direct and indirect channels. The merits and demerits of using various forms of resellers at each level of marketing channels will be evaluated. Types of channel members discussed include wholesalers, dealers, distributors and retailers. The course also covers franchise systems, issues relating to multiple and hybrid channel systems, and the impact of electronic I-media channels on channel structures. The latter part of the course identifies the linkages of channel management with other elements of the marketing mix, and covers issues regarding ongoing management and coordination of channels as markets evolve, including how channel conflict and channel power influence behavior of channel members and affect channel function and performance. B2B and B2C case studies are used to exemplify how, over the channel life cycle, firms have grappled with the challenge of building channel cooperation and working relationships among channel members to improve the productivity and efficiency of channels in national and international markets. The course will be extremely useful for students intending to pursue a career in marketing or corporate strategy development since effective channels are a key source of competitive advantage. The midterm and exercise are both take-home group assignments. Class participation grade will be assigned individually.
Course Style: A Substantive course teaches the law, theory, and policy in a particular area of law