COURSE NUMBER: EWMBA 266-1

COURSE TITLE: Managing Sales and Distribution Channels

UNITS OF CREDIT: 3 Units

INSTRUCTOR: Wasim Azhar

E-MAIL ADDRESS: azhar@haas.berkeley.edu

CLASS WEB-PAGE LOCATION: bSpace

MEETING DAY(S)/TIME: Tuesday: 6:00 pm – 9:30 pm

PREREQUISITE(S): EWMBA Core Curriculum

CLASS FORMAT: Case discussion and lecturettes

REQUIRED READINGS: Textbook will be used plus cases and readings

BASIS FOR FINAL GRADE: Class participation, exams (group take-home midterm and final written analysis of a case) and 1 group exercise

ABSTRACT OF COURSE'S CONTENT AND OBJECTIVES:
The design and management of sales and distribution channels are critical components of business strategy and key elements in organizing and implementing marketing strategy. As a marketing manager many of the problems to be tackled in practice are related to sales and distribution channels.
Using cases relating to both B2B and B2C situations, the course aims to introduce frameworks and develop practical managerial learnings for effective design, implementation and management of sales and distribution channel networks and systems. The course begins by identifying and analyzing some fundamental decisions to be made regarding the design of channel structures and systems. Issues discussed will include selection of types of channel intermediaries, number of tiers of resellers to be used, targeted intensity of market coverage, desired channel length and breadth, and the terms of contracts between channel members. The merits and demerits of using various forms of resellers at each level of marketing channels will be evaluated. Types of channel members discussed include wholesalers, dealers, distributors and retailers. The course also covers franchise systems, issues relating to hybrid and multiple channel systems, and the impact of electronic I-media channels on channel structures. Issues related to the design and management of a direct sales force without intermediaries will also be covered. These include issues related to sales force deployment, performance evaluation and compensation. Managing channel structures that use a combination of direct and indirect channels will also be covered. The latter part of the course identifies the linkages of channel management with other elements of the marketing mix, and covers issues regarding ongoing management and coordination of channels as markets evolve, including how channel conflict and channel power influence behavior of channel members and affect channel function and performance. Case studies are used to exemplify how, over the channel life cycle, firms have grappled with the challenge of building channel cooperation and working relationships among channel members to improve the productivity and efficiency of channels as products and markets evolve. The course will be extremely useful for students intending to pursue a career in marketing or corporate strategy development since effective sales and distribution channels are a key source of competitive advantage.

BIOGRAPHICAL SKETCH:
Lecturer in Marketing at Haas, Wasim Azhar specializes in Pricing Strategies, International Marketing and Channels Management. Wasim won the Cheit award for Best Teaching in the EWMBA program for 2007-8. Wasim is also the Director of the Excellence Exchange and Coaching Connection programs at the new Center for Teaching Excellence at Haas. He was formerly a Professor of Business Policy and Marketing and Pro-Vice Chancellor at Lahore University of Management Sciences in Pakistan. Wasim taught electives at Stanford from 2001-2008. He is a Director and Partner of Amzone LLC , a Taco Bell franchisee. He is also on the Board of Netgate corporation.