24713 Marketing Channel Management in a Digital World6cp
Requisite(s): 24734c Marketing Management AND ( SMJ08111 Marketing Research Sub-major MBA OR 24710c Buyer Behaviour )
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.
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.