University of Technology, Sydney

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24713 Marketing Channel Management in a Digital World

6cp
Requisite(s): ((24734 Marketing Management OR 24746 Marketing: Concepts and Applications) AND 24710 Buyer Behaviour)
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.

Postgraduate

Description

This subject develops advanced knowledge, theories and professional practice relating to the design and management of effective business-to-business (B2B) and business-to-consumer (B2C) channel relationships. The subject introduces students to analysis of multichannel organisations that are adopting and managing both traditional and/or direct online digital channels to achieve a sustainable competitive advantage. Technical channel research skills are developed to apply to conducting a channel audit, identifying channel gaps to improve channel organisational efficiency.


Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.