COURSE
NUMBER: EWMBA266.1
COURSE
TITLE: Channels of Distribution
UNITS OF CREDIT: 3 units
INSTRUCTOR: Wasim Azhar
E-MAIL ADDRESS: azhar@haas.berkeley.edu
CLASS WEB PAGE LOCATION: https://bspace.berkeley.edu/portal
MEETING DAY(S)/TIME: Tuesdays 6:00PM—9:30PM
PREREQUISITE(S): EWMBA 206
CLASS FORMAT: Primarily case discussions with lecturettes
and Guest Speakers
REQUIRED
READING:
1) Cases and Readings package
2) Textbook: Marketing Channels by Coughlan, Anderson, Stern and
El-Ansary. Pearson Prentice Hall 7th edition
BASIS FOR
FINAL GRADE:
Individual Class participation (25%),
Two group write-ups of cases with analyses and recommendations
(25% each),
Group exercise designing a
"go-to-market" plan (25%).
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 the majority 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 learning for effective design,
implementation and management of sales and distribution channel networks and
systems. Industries covered include software, technology and CPG. The course
begins by identifying and analyzing some fundamental decisions to be made
regarding the design of channel structures and systems. Issues discussed in the
course will include selection of types of channel intermediaries, 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 segmentation and deployment, quota management,
motivating sales force, performance evaluation and compensation. Issues in
designing and managing channel structures that use a combination of direct and
indirect channels will also be covered. The course also 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 case sessions will be supplemented by Guest
Speakers from companies such as Yum and Cisco as well as start-ups of Haas
alumni. 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 since 2005 and Continuing Lecturer since 2011, Wasim Azhar specializes in
Pricing Strategies, International Marketing and Channels Management. Wasim won
the Cheit Award for Best Teaching in the EWMBA
program in 2007-8. He is also Director and Faculty Coach at the Center for
Teaching Excellence at Haas, and primarily teaches in the MBA program at Haas.
Wasim also taught at
Stanford for 8 years where he offered elective courses in Global and
International Marketing and Channels Management for the Full time MBA program
also the core marketing course for the Sloan program. He also taught in the
short Executive programs at Stanford for senior executives, including Strategic
Marketing Management and Executive Program for Growing Companies. While at
Stanford he authored four cases published on the Harvard website.
He is also Partner and
Marketing Director of Amzone LLC, a franchisee of
Yum, and serves as Advisor to companies such as Globe Equity Partners, Veri-Sys Corporation and PageOnce.
He was formerly a Professor of Business Policy and Marketing and Pro-Vice
Chancellor at Lahore University of. Management Sciences in Pakistan, and has
taught in Executive Programs in India, Malaysia and Sri Lanka.