CHANNEL MANAGEMENT

SECS-P/08 - 9 CFU - 1° Semester

Teaching Staff

MARIA CRISTINA LONGO
Email: mclongo@unict.it
Office: Dipartimento Economia e Impresa - Palazzo delle Scienze - Corso Italia, 55 Catania
Phone: +39(0)957537636
Office Hours: Martedì, h.12,00-14,00; Mercoledì: h. 12,00-13,00 (su appuntamento)


Learning Objectives

1.Knowledge and understanding: After finishing the Channel Management course, the student should be able to analyse the critical issues facing the organization of the trade channel and the multi-channel management.

2. Applying knowledge and understanding: The Channel Management course aims to develop the student's ability to apply the analytical tools and concepts in the trade and channel management. In particular, the course aims to apply theoretical frameworks regarding the trade and channel organization organization, channel design, trade marketing, design and operation of the logistics system, retail marketing, category management; measurement of the channel performance. The approach is inductive; basis on an examination of experiences, case studies and testimonials from executives and entrepreneurs, the student will be able to reconstruct the conceptual categories and literature contributions and apply them correctly in the different businesses, through the presentation of a project work.

3. Making judgments: this course is designed to provide the student with detailed, in depth knowledge of the literature, skills and applying knowledge. The student will be able to make judgment about the impact of trade organization and channel management on the economic performance of the firm and the effectiveness of the marketing policies adopted by the retailers;

4. Communication skills: Class discussions and assignments are designed to provide students with the knowledge and skills they will need to critically evaluate the channel management decisions and communicate ideas effectively in written and oral form, by adopting an appropriate technical language;

5. Learning skills: Learning is gradual and is favoured by the use of experiences and examples, case studies, applied activities, in-class presentations and discussions with executives and entrepreneurs, an in depth knowledge of the literature. Reports, individual and group assignments and project works further support the learning process and the understanding of the main issues related to the trade and channel management.

Pre- requisites: There are no formal prerequisites for the course; although some basic knowledge of Strategy, Business Management , Marketing and International Marketing is expected.

Attendance: Strongly recommended


Course Structure

Teaching organization/methods: Lectures, Applied Activities, Case Studies, In-Class Presentations and Discussions with Executives and Entrepreneurs, Seminars, Individual and Group Assignments, Final Exam (written test with open and semi-open questions).



Detailed Course Content

The Channel Management course addresses the issue of the trade organization and multi-channel management. In particular, the course deals with on the following main topics: 1. Channel Design. 2. Retailers Evolution. 3. Multi-Channel Management and multipoint strategy. 4. From multi to omnichannel management. 5. Trade Marketing. 6. Retail Marketing. 7. Category Management. 8. Measurement of the trade and channel performance. 9. Logistics system design.



Textbook Information

  1. Castaldo S. (ed.), "Retail & Channel Management", Egea, 2013
  2. Castaldo S., "Go To Market", Il Mulino, 2010 (Ch. 8, 9, 10, 11)
  3. Additional teaching material and readings edited and/or suggested by the instructors posted on STUDIUM (http://studium.unict.it/dokeos/2019/index.php?category=190203#) and/or in the Library of the Department of Economics and Business.

Other suggested Lectures




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