Channel Management (SS 2017)


Course Number
048362

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
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

Notice

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.

Description

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.

Main topics: 

  • 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

Course objective:

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.

Lecturers

  • Prof. Dr. Sonja Gensler (responsible)