Channel Management (SS 2019)


Course Number
046267

Field(s) of Study
Master

University Calendar

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Monday 12:00- 14:00 weekly 01.04.2019- 13.05.2019 Juridicum, JUR 2
Monday 12:00- 14:00 weekly 01.04.2019- 13.05.2019  
Friday 10:00- 12:00 weekly 05.04.2019- 10.05.2019 Juridicum, JUR 490
Friday 12:00- 14:00 weekly 05.04.2019- 10.05.2019 Juridicum, JUR 490

Notice

This course takes place in the first term of the summer semester. Please register at the examination office for the early examination period.

Course grade: Group work (1/3) | Final exam (2/3)    

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,
  • Effectiveness of communication channels and budget allocation
  • 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)