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 (HTTP URL):
MEETING DAY(S)/TIME: Saturdays, 10:00 AM - 5:00 PM, 6/17 through 8/12, excluding 7/1 and 8/5
PREREQUISITE(S): None
CLASS FORMAT: Primarily cases with lecturettes
REQUIRED READINGS: Textbook will be used plus cases and readings
BASIS FOR FINAL GRADE: Class participation, group write-ups of cases with analyses and recommendations
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. The course aims to introduce frameworks and develop practical managerial learnings for effective design,
implementation and management of 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 multiple and hybrid channel systems, and the impact of electronic I-media channels on channel structures. The design and management
of direct sales channels will also be covered including issues related to deployment and performance evaluation of the salesforce. 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. The design and management of various configurations of international channels will also be covered.
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 in national and international markets. Some
special types of channel structures extant in certain regions of the world will also be covered. The course will be extremely useful for those
intending to pursue a career in marketing or corporate strategy development since effective channels are a key source of competitive advantage.
BIOGRAPHICAL SKETCH:
Lecturer in Marketing at Stanford University.
Wasim Azhar specializes in international marketing and sales and
channels management. He was formerly a Professor of Business Policy and
Marketing and Pro-Vice Chancellor at Lahore University of Management
Sciences in Pakistan. At Stanford, he currently teaches the MBA
elective courses in Global and International Marketing and Channels
Management as well as the core marketing course for the Sloan program.
He also teaches electives in International Marketing and Channels and
Distribution Management at the Haas School of Business at University of
California at Berkeley.
Research Interests:
Marketing strategy, intl. marketing, sales and distribution channels,
negotiation strategies and competitive bidding, business strategy