COURSE NUMBER: MBA267.1

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 and Thursdays, 2:00PM—3:30PM

 PREREQUISITE(S): MBA 206

 CLASS FORMAT: Primarily case discussions with lecturettes and Guest Speakers

REQUIRED READING: Cases and Readings package

OPTIONAL READING: 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 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.