Channel Management (SS 2017)
|Friday||12:00- 14:00||weekly||21.04.2017- 02.06.2017||Juridicum, JUR 490|
|Friday||14:00- 16:00||weekly||21.04.2017- 02.06.2017||Juridicum, JUR 490|
|Monday||10:00- 12:00||weekly||24.04.2017- 29.05.2017||Orléans-Ring 12, SRZ 5|
This course takes place in the first term of the winter semester.
Course grade: Group work (33 %) | Final exam (67 %) Please register at the examination office for the early examination period. Credit points: 6 ECTS (PO BWL 2010)
During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.
This course teaches the fundamentals of an integrated channel management covering communication and distribution channels. Next to strategic aspects of an integrated channel management, we discuss challenges in coordinating multiple channels of communication and distribution. One focus of the course is the question of how to create sustainable customer relationships through channel management.
- Selection and design of communication and distribution channels,
- Using channels to acquire customers
- Using channels to manage customer relationships
- Controlling channel performance in a multi-channel environment
It is the objective of this course to enable students to elaborate on the concept of integrated channel management and to discuss the impact of channels on customer relationships.
- Prof. Dr. Sonja Gensler (responsible)