Emory University - Marketing Channel Strategy & B2B2C Routes to Market Specialization

Marketing Channel Strategy & B2B2C Routes to Market Specialization
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Coursera
Overview

Earn a Certificate upon completion
Skills -Channel Management,Strategic Partnerships,Value Proposition,Value Chain,Channel Coordination,Customer Relationship Management (CRM),Distribution on online platforms
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.

Skills you will learn

More about this course

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
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