Distribution Channel Marketing (5cr)

Objective

The students are able to choose distribution channels according to the needs of a company. They are able to plan and implement the sales promotion actions used in a company's distribution channel marketing. They are able to carry out a trade fair project. The students participate in the R&D activities of the centre of expertise of the School of Business Administration in accordance with the objectives of the course.

Content

Alternative distribution channels, the choice and management of distribution channels; choice, motivation and evaluation of the members of a distribution channel. The basic terms of sales promotion in distribution channel marketing: Consumer promotion, Trade promotion and Sales-force promotion. Samples, bonuses, prizes, guarantees, product demonstrations. The integration of marketing campaigns and programmes between the producer, wholesale and retail. Production and use of sales promotion material together with the distribution chain. Product training plan for the distribution chain. Planning, implementation and monitoring of a fair trade project.

Qualifications

The students are able to decide on the competitive tools of marketing and on marketing plans.

Assessment criteria, satisfactory (1)

Class participation, individual and group reporting skills, individual and group presentation skills, teamwork skills. Mastery of the subject and course concepts in the written exam, exercises and reports.