MARKETING CHANNELS AND DISTRIBUTION

Course Code	MKTG216
Credits	3.00
Hours / Week	3

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The objective of the course is to introduce how to engage customers across multiple marketing channels. The differences between omni-channel and multi-channel. It helps students understand how to establish a distribution system that allows customers to gain access to and purchase a marketer’s product effectively and efficiently. Many decisions must be made, including assessing the best distribution channels for getting products to customers, determining whether a reseller network is needed, arranging a reliable ordering system and creating a delivery system for transporting the product to the customer. The student will be equipped with the theories and practical knowledge of how to start a retail business project or manage a retail operation. Both operation theories and practical applications are investigated through readings, case studies, site visits, and guest speaker’s lecture or project. 

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