Channel Management (Specific Topics in Marketing) (SS 2020)
|Monday||12:00- 14:00||weekly||06.04.2020- 18.05.2020||Juridicum, JUR 2|
|Friday||10:00- 12:00||weekly||10.04.2020- 22.05.2020||Juridicum, JUR 490|
|Friday||12:00- 14:00||weekly||10.04.2020- 22.05.2020||Juridicum, JUR 490|
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.
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,
- Effectiveness of communication channels and budget allocation
- 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. Lara Lobschat (responsible)