Name: Marketing Channels Training Course
Rating: 4.7 (1076 reviews)

We regret to inform you that there are currently no scheduled sessions for this course, so please let us know your preferred date and location and we will contact you soon.

Course Introduction

This course deals with channels of distribution, the means through which the vast array of products and services are made available to customers. In the age of globalisation customers nowadays expect more and better channel choices for gaining access to the products from all over the world.

Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals.

New technologies as well as globalisation have dramatically transformed marketing channels and the way, how and where customers want to use them. Broad principles will be discussed by which a company expects to achieve its distribution objectives for its target markets.

Workshop highlights include:

Overview of the functions performed by channels and the value they create
Characteristics of retailing and important retail marketing decisions
How to design a marketing channel and select channel members
Power and conflict in distribution channels
Franchising as a distribution alternative
Electronic marketing channels and service channels

Objectives

Upon completion of this course delegates will be able to:

Understand the importance of channels in the context of the 4 P´s of Marketing
Understand what value channel members create
Analyse the different types of market coverage
Appreciate the main retail positioning strategies
Determine what type of intermediaries can be used in a channel

Training Methodology

This course has a foundation in the relevant theory and includes a number of company examples of how successful companies apply it.

The training process is a combination of lectures, small group work on real company cases and practical exercises to apply knowledge.

The course is delivered by a highly experienced business senior business manager who has a long experience in channel management.

Who Should Attend?

This course is suitable to a wide range of professionals but will greatly benefit:

Sales and Marketing professionals who work in a channel function
Participants will be involved in the selection of and cooperation with channel members such as retailers, wholesalers, franchisees
Professionals who are working in either retail or wholesale
Participants who are considering to become a franchisee or a franchisor

Course Outline

Day 1: The Structure and Function of Marketing Channels

The value that distribution channels create
Marketing flows in channels and contact efficiency
Typical channel structures
Service outputs of channels
Channel strategy defined
Gaining differential advantage with channels

Day 2: Retail and Wholesale

The characteristics of retailing
Retail marketing decisions: target markets and retail positioning strategy
Retail strategic profit model and Mgt Horizons Impact Model
Non-store retailing
Retail store brands & Retail Trends
Types of wholesalers

Day 3: Channel Design and The Selection of Channel Members

Key challenges in channel design
Direct or indirect distribution
Exclusive-, selective-, intensive distribution
Variables affecting channel structure & who engages in channel design
The process of selecting channel members
What channel partners expect to get from the manufacturer

Day 4: Power and Conflict in Distribution Channels; Franchising

Why power is used in channels
The nature of channel conflict and conflict resolution strategies
Franchising advantages and disadvantages for the franchisor and for the franchisee
Types of franchising
Franchise sales process
Key success drivers in franchising

Day 5: Electronic and Service Channels

The structure of electronic marketing channels
Disintermediation versus reintermediation
Mobile electronic channels
Advantages and disadvantages of electronic marketing channels
Service channels: special characteristics of services
Customisation of services and customer involvement

Certificate

Copex Certificate of Attendance will be provided to delegates who attend and complete the course.

Material published by Copex shown here is copyrighted. All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

Whats Makes Copex Courses Unique?

COPEX Training is your gateway to professional growth, with over 20 years of experience turning potential into success. Each year, we deliver over 1,000 courses in 50+ countries, earning a stellar 98% satisfaction rate. Trusted by global giants like BP, the United Nations, and HSBC, we partner with top certification bodies to provide career-focused training that empowers individuals and drives organizational breakthroughs. Our mission? To transform the way professionals learn and grow in today’s fast-changing industries. Through expert insights, cutting-edge methods, and hands-on approaches, we equip you with the skills and confidence to tackle challenges, seize opportunities, and thrive in your career.

Led by a passionate leadership team and supported by a network of world-class trainers, COPEX Training connects professionals worldwide with life-changing opportunities. We are committed to excellence, ensuring every participant leaves with the tools, expertise, and confidence to conquer an ever-evolving world.

Related Categories

Leadership & Management

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Our cancellation policy varies depending on the circumstances presented. Generally, cancellations must be initiated in formal writing at least 14 days prior to the commencement date of the training course. Further, the option to shift an existing registration to another training course on a later date is possible. Otherwise, a full refund will be initiated.

Our training courses courses are being held at five-star hotels in prime and iconic destinations across the globe. Cities such as Amsterdam, Barcelona, Dubai, Geneva, Istanbul, Kuala Lumpur, London, Houston, New York, Paris, Vienna, Zurich, etc.

Our training courses will run for 5 hours per day. The standard daily timing is from 8:30 am – 3:30 pm including the coffee/tea breaks and lunch.

The training course fee can be settled by either:

Bank transfer
Credit Card

Published training course fees are inclusive of the training venue, training manual, writing materials, lunch and coffee breaks with refreshments over the entire duration of the training course.

Upon successful registration, processing window will take not more than 24 hours from the time of registration. An email including the registration confirmation, invoice and joining instructions will be sent to the provided email address.

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