Understand how channel management and retailing can improve performance in your business. Nowadays, a distribution strategy is part of the DNA of many companies and a correct channel management is key for the success of your product. Distribution plans need to be prepared for the long run, combining the following main areas: company profile, portfolio structure and price positioning, go-to-market policy, trade and retail marketing, e-commerce and global retail management.
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营销组合实践 专项课程IE商学院课程信息
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第 3 门课程（共 5 门）
初级
完成时间大约为9 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
对员工进行热门技能培训能否为您的公司带来益处？
体验 Coursera 企业版您将获得的技能
- Retail Management
- Supply Chain
- Retailing
- Channel Management
可灵活调整截止日期
根据您的日程表重置截止日期。
可分享的证书
完成后获得证书
100% 在线
立即开始，按照自己的计划学习。
第 3 门课程（共 5 门）
初级
完成时间大约为9 小时
英语（English）
字幕：阿拉伯语（Arabic）, 法语（French）, （欧洲人讲的）葡萄牙语, 意大利语, 越南语, 韩语, 德语（German）, 俄语（Russian）, 英语（English）, 西班牙语（Spanish）
对员工进行热门技能培训能否为您的公司带来益处？
体验 Coursera 企业版
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IE商学院
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
授课大纲 - 您将从这门课程中学到什么
完成时间为 2 小时
Distribution Channel Planning and Management: Why are They so Important?
At the end of this module you will know the steps to designing and managing a distribution channel. You will also be able to identify the most important players in distribution channels and their roles.
完成时间为 2 小时
8 个视频 （总计 46 分钟）, 3 个阅读材料, 1 个测验
完成时间为 2 小时
Distribution Channels and Their Evolving Landscape
At the end of this module you will be able to distinguish the various types of distribution channels and conflicts that arise among them, as well as ways to combat these conflicts. You will also understand the current nature, structure, key players, and future of trade marketing.
完成时间为 2 小时
8 个视频 （总计 47 分钟）, 5 个阅读材料, 1 个测验
完成时间为 2 小时
The Retail Strategy and Marketing Mix
At the end of this module you will be able to identify types of retailers, retailing strategies and how these retailers maintain competetive advantages over their competition. You will also be able to see the role the 4 P's of marketing play in these retail strategies.
完成时间为 2 小时
9 个视频 （总计 66 分钟）, 4 个阅读材料, 1 个测验
完成时间为 3 小时
Retailing Without Frontiers: New Trends in Retailing
At the end of this module you will be able to identify various growth opportunities for retailers and determine which entry strategies are best for various circumstances. You will also know the importance of a strategic online presence for retailers and future trends in retailing.
完成时间为 3 小时
10 个视频 （总计 50 分钟）, 3 个阅读材料, 2 个测验
审阅
- 5 stars64.32%
- 4 stars23.58%
- 3 stars8.57%
- 2 stars2.14%
- 1 star1.36%
来自CHANNEL MANAGEMENT AND RETAILING 的热门评论
由 AZ 提供Jan 27, 2021
Instructor was great at providing live examples. Reading, tests and assignments are manageable. I plan to attend more.
由 S 提供Jun 29, 2020
Wonderful course, helped and highlighted the elements of channel and retailing. Made me think in new directions.
由 JG 提供Mar 24, 2019
2015 course and it is 2019... but still it has good content! maybe I would suggest to update and forecast more innovations that will happen in the foreseeable future.
由 AC 提供Mar 16, 2017
Lots of theories and case studies. Knowledge gained was really worth the time/effort. Professor could explain the topics clearly and the content were well arranged. Recommend it!
关于 营销组合实践 专项课程
In this Specialization we will delve into the marketing mix and the skill-set needed to implement successful marketing strategies. Join us and explore the four key concepts of the marketing mix model, also known as the 4Ps: Product (Brand and Product Management), Pricing, Place (Distribution Channel Strategy and Retail) and Promotion (Communication Strategies, PR and Advertising). This course primarily focuses on implementation so you can immediately apply the lessons learned to your work or to a business idea that you are thinking of taking to market. After completing the four courses, you will be able to take part in the Capstone Project where you will have the opportunity to put into practice what you have learned in this specialization by running a real product through the marketing mix.
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