24713 Marketing Channel Management in a Digital World6cp
Requisite(s): (24734c Marketing Management OR 24834 Marketing Decision Making)) AND ((24710c Buyer Behaviour AND 24720c Applied Marketing Research)
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Anti-requisite(s): 240713 Digital Platforms
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.