Course Description
Marketing channels provide the means through which the vast variety and range of products and services are made available globally for the diversified group of customers. The induction of new types of technologically sophisticated and information-rich marketing channels also brings new sorts of challenges for the marketing channel managers. This new multi-channel environment has broadened the task of channel strategy and management. This course discusses the range of channel options available to the channel manager to make products and services conveniently available to channel-surfing customers by effectively integrating the emerging and old-fashioned marketing channels to create a seamless customer experience, and thus to promote the targeted products by managing an optimal mix of these channels.