Value Creation, Distribution, B2B, Partnering . In this course, you will learn how to capture and leverage this value through the careful selection of channel partners, the application of appropriate incentives and pricing agreements, the design and management of multiple channels.

4.6

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33 个评分

Sandy Jap

提供方

Marketing Channel Strategy & B2B2C Routes to Market 专项课程艾莫利大学

您将学到的内容有

How to design and redesign routes to market
How to select and incentivize partners
How to structure and manage business partnerships for maximum returns
How to thrive with and manage powerful partners

您将获得的技能

Channel Management
Strategic Partnerships
Value Proposition
Value Chain
Channel Coordination
Customer Relationship Management (CRM)
Distribution on online platforms

关于此专项课程

This specialization is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship and business development. One critical component of value creation for customers in marketing that is often overlooked is how customers want to buy. The ability to make its products and services available to customers at the right place and time is a key source of explosive value and the purview of marketing channel strategy. We will unpack “the black box” of organizational channels, distribution and retailers that create the routes to market between the firm and its end user or customers. In this course, you will learn how to capture and leverage this value through the careful selection of channel partners, the application of appropriate incentives and pricing agreements, the design and management of multiple channels. We also discuss how these ideas extend to and should be applied to social business channels in emerging economies and entrepreneurship (startup) environments as well as the latest challenges in selling on third party platforms/marketplaces. In doing so, the goal is to provide you with the relevant frameworks, tools, and processes for more effective management of these areas, including the advantages, limitations, common uses and some best practice examples. This is accomplished through case studies and exercises, lectures, and guest lecturers.

应用的学习项目

Learners will gain an understanding of how to build, incentivize, and redesign efficient and effective routes-to-market for products and services via the use of intermediaries such as wholesalers, retailers, and a range of possible channel partners. Through the use of lectures, case studies, and guest speakers, learners will be able to assess, evaluate, and recommend changes to build, improve, and revise new and existing channel strategies.

New sources of value, outside of the traditional product and service offering, are identified that better accommodate and ultimately optimize "how the customer wants to buy." Strategies for improving purchase convenience, service offerings, and information at the right place and time across omnichannel settings are identified and critiqued.

可分享的证书

完成后获得证书

100% 在线课程

立即开始，按照自己的计划学习。

灵活的计划

设置并保持灵活的截止日期。

中级

Completion of a university Marketing Principles or Marketing Core course or at least two years of B2B work experience.

完成课程大约需要 4 个月

建议进度：2 小时/周

英语（English）

字幕：英语（English）

可分享的证书

完成后获得证书

100% 在线课程

立即开始，按照自己的计划学习。

灵活的计划

设置并保持灵活的截止日期。

中级

Completion of a university Marketing Principles or Marketing Core course or at least two years of B2B work experience.

完成课程大约需要 4 个月

建议进度：2 小时/周

英语（English）

字幕：英语（English）

专项课程的运作方式

加入课程

Coursera 专项课程是帮助您掌握一门技能的一系列课程。若要开始学习，请直接注册专项课程，或预览专项课程并选择您要首先开始学习的课程。当您订阅专项课程的部分课程时，您将自动订阅整个专项课程。您可以只完成一门课程，您可以随时暂停学习或结束订阅。访问您的学生面板，跟踪您的课程注册情况和进度。

实践项目

每个专项课程都包括实践项目。您需要成功完成这个（些）项目才能完成专项课程并获得证书。如果专项课程中包括单独的实践项目课程，则需要在开始之前完成其他所有课程。

获得证书

在结束每门课程并完成实践项目之后，您会获得一个证书，您可以向您的潜在雇主展示该证书并在您的职业社交网络中分享。

此专项课程包含 4 门课程

课程1

课程 1

Marketing Channel Benefits

4.5

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32 个评分

•

5 条评论

This course is ideal for individuals who currently work in or are targeting opportunities in consulting and strategy, industrial sales and buying, marketing management, entrepreneurship, and business development.

This course will introduce you to the concept of channel benefits, which focuses on HOW customers want to buy. This is a critical first step and represents the demand side of designing routes to markets. You will learn which channel benefits are most commonly desired by customers. Finally, you will gain frameworks for how to quantify and tradeoff these benefits so as to create a range of strategic options.

课程2

课程 2

Marketing Channel Functions

This course will cover the concept of channel functions, or the supply side of designing routes to markets. Channel functions are the necessary activities that channel members must provide in order to create the channel benefits that customers desire. You will learn a framework that quantifies channel functions and ultimately, how to use them as the basis for determining channel member work loads and compensation. A final exercise considers how to monetize shipping benefits and align the channel benefits demanded with the necessary supply side activities.

课程3

课程 3

Marketing Channel Incentives

In this course, you will be exposed to the challenges of implementing a pricing strategy in your route-to-market and the necessity of becoming a "strategic skeptic." Questions such as, "how to ensure our partners do the right activity at the right price?" "how should my firm protect itself from channel partners who seek to cheat or free ride?" will be answered. You will also be exposed to direct selling channels, their incentive structures, and understand how and when they might represent a viable route-to-market.

课程4

课程 4

Marketing Channel Governance

In this course you will gain a framework for analyzing how much warmth/friendship/socialization is needed for a range of business relationship types. You will also be introduced to the benefits and drawbacks of distributing on Amazon and other third party platforms in which third party resellers are present. You will be exposed to new platforms for B2B exchange via a guest speakers' presentation of a startup called Inxeption. Finally, you will be exposed to how multichannel routes to market can create superior value for downstream customers.

授课教师

Sandy Jap

The Sarah Beth Brown Professor of Marketing

Goizueta Business School

1,580 个学生

4 门课程

提供方

艾莫利大学

Emory University, located in Atlanta, Georgia, is one of the world's leading research universities. Its mission is to create, preserve, teach and apply knowledge in the service of humanity.

常见问题

退款政策是如何规定的？
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是的。如果您负担不起学习计划的注册费，则可以在选择学习计划时申请助学金或奖学金。如果您选择的学习计划提供助学金或奖学金，则您将在描述页面上看到一个申请链接。
我可以免费学习课程吗？
完成注册课程后，您可以学习专项课程中的所有课程，并且完成作业后可以获得证书。如果您只想阅读和查看课程内容，可以免费旁听该课程。如果您无法承担课程费用，可以申请助学金。
此课程是 100% 在线学习吗？是否需要现场参加课程？
此课程完全在线学习，无需到教室现场上课。您可以通过网络或移动设备随时随地访问课程视频、阅读材料和作业。
完成专项课程需要多长时间？
Approximately 4 months at a suggested pace of 2 hours per week.
What background knowledge is necessary?
Completion of a university Marketing Principles or Marketing Core course or at least two years of B2B work experience.
Do I need to take the courses in a specific order?
It is recommended to take the courses in this specialization in order.
完成专项课程后我会获得大学学分吗？
No. University credit is not offered for courses in this specialization.
What will I be able to do upon completing the Specialization?
Upon completing the specialization, you will learn how to design and redesign routes to market, select and incentivize partners, structure and manage business partnerships for maximum returns, and thrive with and manage powerful partners.

还有其他问题吗？请访问学生帮助中心。