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Marketing Channel Governance

Marketing Channel Governance

本课程是 Marketing Channel Strategy & B2B2C Routes to Market 专项课程的一部分

位教师：Sandy Jap

包含在中

了解更多

4个模块

深入了解一个主题并学习基础知识。

中级等级

推荐体验

9 小时完成

灵活的计划

自行安排学习进度

4个模块

深入了解一个主题并学习基础知识。

中级等级

推荐体验

9 小时完成

灵活的计划

自行安排学习进度

您将获得的技能

要了解的详细信息

可分享的证书

添加到您的领英档案

作业

3 任务¹

AI 评分请参见免责声明

授课语言：英语（English）

了解顶级公司的员工如何掌握热门技能

了解关于 Coursera for Business 的更多信息

Petrobras, TATA, Danone, Capgemini, P&G 和 L'Oreal 的徽标

积累特定领域的专业知识

本课程是 Marketing Channel Strategy & B2B2C Routes to Market 专项课程专项课程的一部分

在注册此课程时，您还会同时注册此专项课程。

向行业专家学习新概念
获得对主题或工具的基础理解
通过实践项目培养工作相关技能
获得可共享的职业证书

该课程共有4个模块

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.

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.

单元详情

This module explains the types of relationships that are possible with channel partners and provides a framework for understanding when and where close partnering relationships are appropriate.

涵盖的内容

5个视频4篇阅读材料1个作业1个讨论话题

5个视频总计57分钟

Managing Channel Relationships Pt. 18分钟
Managing Channel Relationships Pt. 212分钟
Managing Channel Relationships Pt. 36分钟
Managing Channel Relationships Pt. 414分钟
Managing Channel Relationships Pt. 517分钟

4篇阅读材料总计40分钟

Welcome to the Course!10分钟
Managing Channel Relationships Slide Deck to Accompany Video Pts. 1-310分钟
Managing Channel Relationships Slide Deck to Accompany Pts. 4-510分钟
Video Pt. 5 Excel Spreadsheet & Questionnaire10分钟

1个作业总计10分钟

Managing Channel Relationships Quiz 10分钟

1个讨论话题总计20分钟

Let's Discuss20分钟

This module and the next addresses issues related to doing business on Amazon. Although selling on Amazon has the potential to grow your business (see the Weisser video), everyone does not have as great an experience. This module will introduce you to the dark side of selling on Amazon: the concept of gray markets via a case study, the Ripple Rug Cat Scam.

涵盖的内容

1个视频3篇阅读材料1个作业1个讨论话题

This panel discussion overviews the key challenges that firms face when distributing on a third party platform such as Amazon.

涵盖的内容

2个视频1篇阅读材料1个作业

This module explains the various routes to market that firms might use simultaneously as well as the challenges associated with creating and maintaining them.