Παρουσίαση/Προβολή

(ΔΕΜΑΡ45) -  ΔΗΜΗΤΡΙΟΣ ΚΑΜΠΗΣ

Περιγραφή Μαθήματος

• LEARNING OUTCOMES

The course of “Marketing Channels and Distribution Management” aims to review the related bibliography and studies on supply chain, channels of distribution and their management and role in industrial and consumer marketing. A comprehensive analysis of the various categories of marketing channels and their role in the decision making process of the firm in combination with the relative marketing mix elements are the pillars of the course. MKT channels’ structure and operational properties are analyzed as well as their contribution, in the form of value added, to end product/consumer (user). Also is examined the role of modern technologies in the dynamic development of MKT Channels based on the MKT Principle and according to the life cycle stage of the firm. In addition, are explored the internal and external factors which formulate the selection criteria of MKT Channels based on the business activity (S.I.C_ Standard Industrial Classification) and the profile of each case study. Particular analysis of the MKT Channels economics, based on the functions of each one, reveals their contribution to the final price of the product/service and their impact on the required sources of funds at a corporate level. Finally the course explores: a) the role of MKT Channels to the economic growth of a country and b) the importance of selecting the appropriate financial instruments (trade finance related) which result to the reduction of company’s leverage ratio and the increase of company’s current assets liquidity.  

 

Upon successful conclusion of the course the students are expected:

• To be familiar with the related terminology, principles and theory of MKT Channels and their management within firm’s decision making process.
• to be able to identify and analyze the various MKT Channels within the strategic decision making process of the company and interpret MKT channels based on the company’s dynamic formulation of short and long term objectives .
• To be able to correlate company’s business activity, market structure and available resources with the selection and management of MKT Channels.
• To be able to select the appropriate MKT channels based on mutually exclusive alternative choices and on budgetary cost benefit analysis for each MKT channel
• To be able to apply the required methodology in the management of MKT Channels taking into account the turbulent global economic environment and the role of MKT Channels in the company’s risk management.
• To be capable to formulate well documented and justified proposals to the company for the selection, development and evaluation of employed MKT Channels and their integration to the company’s dynamic decision making models.

To be able to manage MKT Channels as the monitor of the company’s relation to the market and as valuable input in company’s strategic decision evaluation process.

• COURSE CONTENT

• Definitions, functions and properties of MKT Channels
• Supply Chain Analysis
• Distribution Channels Analysis
• Applied Methodology in the selection, design and development of MKT Channels.
• The role of MKT Channels in the Formulation of Corporate Strategic Decision making
• Analysis of Distribution Channels based on:
  • Company’s business activity (S.I.C.)
  • Market Structure and relative positioning of the company
  • Comparative analysis of their impact on the company’s systemic and business risk
  • Corporate Strategic Decisions
  • Market Segmentation
  • Integrated Management Systems of ΜΚΤ Channels for various types of organizational structures

STUDENT PERFORMANCE EVALUATION/ASSESSMENT METHODS

• Individual or Team Work /Presentation of Case Study : 20% of final grade
• Individual or Team Work/Essay/Report: 10% of final grade
• Final Written Exam: 70%,:
• Theoretical Questions
• Problem Solving Questions/Case Study

Suggested bibliography:

• Papavasiliou – G. Baltas, «Management of Channels of Distribution and Logistics”, Rosili, 2003 (Evdoxos’ code: 6676)

• D. Cambis, «Handouts and Case Studies in MKT Channels», 2018
• Bert Rosenbloom, “Marketing Channels: A Management Perspective”, 8^th Ed.,2013 South Western, Cengage Learning

 

-Suggested Journals:

:

• Journal of Marketing Channels
• European Journal of Marketing
• Journal of Marketing
• Journal of Retailing and Consumer Services

Ημερομηνία δημιουργίας

Τρίτη 8 Σεπτεμβρίου 2020