Marketing Channel Strategy (formerly: Distribution)
Prof. Dr. Waldemar Toporowski
Dr. Vüsal Hasanzade
BWL MSc 1-4
Recommended previous knowledge:
Economics basic studies
No admission requirements.
Time and place:
- In the summer semester there will be no lectures in attendance.
- Slides, literature and recordings are available for download at the beginning of the semester in StudIP.
- In addition to that, there will be live lectures on 13.04, 27.04., 11.05., 25.05., 08.06., 22.06., 06.07. and 13.07. In this regard, you will receive further information in the introduction lecture on 13 April. Moreover, you can find further information on StudIP.
Learning outcome / core skills:
After successful completion of the course students are able to develop various approaches for a coordinated design of the distribution channel. Similarly, they have the capability to understand and analyze research findings (in form of theories, models and empirical studies) which are concerned on the subject of distribution decisions. Students learn to examine hypotheses and methods critically as well as to work scientifically.
Contents of the lecture:
- Introduction – Objectives, structure, and organizational aspects of the lecture
- Definitional fundamentals
- Marketing channel actors
- Market segmentation
- Marketing channel management
- Conflicts – causes and possible solutions
- Forms of coordination - Relationship management and institutional solutions
- Performance Measurement
- Omni-channel strategies
Written Exam: 90Min (6CP)
Students should be able to analyze questions regarding the integration or outsourcing of distribution tasks. They should discuss critically the vertical and horizontal coordination in distribution, the development of retail formats, the design of multi-channel systems and the internationalization strategies.
Date of written exam:
- Tuesday, 20.07.2021, 2:15-3:45 p.m., online
- Recommended references for the lecture:
- Palmatier, R., Sivadas, E., Stern, L. & El-Ansary, A. (2019). Marketing Channel Strategy: An Omni-Channel Approach (9. ed.). Milton, UK: Taylor & Francis Ltd.
- Rosenbloom, B. (2013): Marketing Channels. A Management View (8. ed.). Mason, OH: South-Western Cengage Learning
- Specht, G., & Fritz, W. (2005): Distributionsmanagement (4., vollst. überarb. u. erw. Aufl.). Stuttgart: Kohlhammer
- Müller-Hagedorn, L., Toporowski, W., & Zielke, S. (2012): Der Handel (2. Aufl.). Stuttgart: Kohlhammer
- Levy, M., & Weitz, B. & Grewal, D. (2019): Retailing Management (10. ed.). New York, NY: McGraw-Hill
The slides of the lectures can be found in StudIP.
Information about the lecture can be found in the UniVZ.