Nanyang Technological University

Nanyang Business School

Nanyang Business School - Undergraduate Programmes

Course Description

BM215 / BM2505 Marketing Channels

Acad Unit: 4
Pre-requisite: AB1501 / AB1501

Course Description:

Marketing Channel is one of the most important assets in the organisation overall marketing and positioning strategy. All organisations must reach its consumers effectively in the world where there is much congestion in the market for similar products. Beyond the usual marketing mix, channel design and management of the channel partners could make that difference between success and failure. Channel experience could be part of the customer satisfaction.

This course is designed to help understand and appreciate the key elements of the marketing channels. Channel design will be developed in a systematic manner. Finally the issues and methods of channel management will be addressed. As needed in this age of technology, the influence and adoption of the Internet and social media will be presented.