Channel Management (Specific Topics in Marketing) (SS 2020)

Course schedule

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.

The Learnweb course remains open until the first lecture, so that enrollment without a password is possible. The password is set afterwards and the course is thus closed. The lecture materials will be released after the closing. E-mail and telephone inquiries about the password will only be answered in the case of subsequent registration.

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. Lara Lobschat (responsible)