10 Sessions
Prof Sreeram
Overview
An important element of the marketing mix, distribution plays a vital role in developing any marketing strategy, possessing the power to define a product’s level of success. Many innovative and theoretically sound products have failed in the marketplace due to faulty distribution. A managerial orientation is taken in this workshop with a focus on decision-making in channels of distribution. Appropriate theories are reviewed, and analytical frameworks are offered to help participants in their decision making. This workshop will also help participants conduct in-depth studies of the marketing channels and physical distribution systems currently available for use and their merits and demerits to aid in knowledgeable decision making.
- Functions performed and rationale for distribution channels
- Factors affecting channel decisions
- Major channel participants and their business models
- Developing an omnichannel strategy for products and services
- Designing and implementing an omnichannel distribution network
- Managing multi and omnichannel distribution systems
- Managing channel conflicts
- Managing channel performance using analytics
- How should one choose between omnichannel, multichannel or single-channel structures?
- How can customer purchase journeys be mapped for channel insights?
- How can effective and efficient distribution channels be designed?
- How can the performance of a distribution channel be measured?
- How can the right channel partners be chosen?
- How can channel partners be motivated and managed on an ongoing basis?
- How can channel conflicts be mitigated, and if they arise, how can they be resolved?
- How can channel-related data be analysed to gain actionable insights?
- Graduates and post graduate students with basic marketing knowledge and second-year MBA students
- Working executives who have a basic understanding of marketing concepts.
- Most positions in marketing and sales in consumer goods companies and enterprises
- Roles in B2B companies that use channels
- Roles in service companies that rely on channels
- Illustrative designations: Area Sales Manager, Brand Manager, Product Manager, Category Manager, Merchandising Manager, Sales Manager, Channel Manager
- Access to 15 hours of live classes, including 1–2 sessions by industry experts
- Access to one free 30-minute mentoring session with Prof Sreeram
- Access to selected notes and references to other reading materials
- Five participants will get an opportunity to work on a live company project
- Free enrolment in Prof Sreeram’s workshop on Life Planning