Overview

This unit examines the design and integration of the various marketing channels which make available the various goods and services to the end customers globally. Students will gain an in-depth understanding of the challenges of integrating high-tech electronic channels into conventional marketing channels in order to create a seamless customer experience. The unit covers the core elements of marketing channel systems, the development and management of such systems as well as extensions to traditional marketing channels.

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date

Learning outcomes

Students who successfully complete this unit will be able to:

  • Examine various marketing channel systems, including the role of channel participants and the business environment in which the channels operate
  • Develop channel strategies and structures for various channel members
  • Work in a team to manage the marketing channel with respect to issues relating to product, pricing, promotion and distribution
  • Evaluate electronic and franchise marketing channels and the special characteristics of services in channel management

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
Face to Face Contact (Phasing out)
Lecture		2.00 12 weeks 24
Face to Face Contact (Phasing out)
Tutorial		1.00 12 weeks 12
Unspecified Learning Activities (Phasing out)
Independent Learning		9.50 12 weeks 114
TOTAL150

Swinburne Online and OUA

Type Hours per week Number of weeks Total (number of hours)
Online
Directed Online Learning and Independent Learning		12.50 12 weeks 150
TOTAL150

Assessment

Type Task Weighting ULO's
Assignment 1Individual 20 - 30% 1,2 
Assignment 2Individual 20 - 30% 1,2,3 
ExaminationIndividual 40 - 60% 1,2,4 

Content

  • Marketing channel concepts
  • The challenges associated with multi-channels
  • The channel participants
  • The business environment in which the channels operate
  • Marketing channel strategy and the marketing mix
  • Designing marketing channels
  • Selecting channel members
  • Target markets and channel design strategy
  • Motivating channel members
  • Product issues in channel management
  • Pricing issues in channel management
  • Promotion through the marketing channels
  • Logistics and channel management
  • Electronic marketing channels
  • Franchise marketing channels
  • Marketing channels for services

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.