ecornell E-learning: Setting up Distribution Channels
Overview
Your product has been designed and you've decided it's ready for the marketplace. How will you get it into the hands of customers? This course addresses key issues associated with distribution channels, including the role of intermediaries and the type of arrangement you will have with them, the pros and cons of online vs. offline distribution, the needs of customers as related to how you market and sell your product, and some ways in which profit margins are affected by channel decisions.
As you work on your course project, you will identify appropriate distribution channels and create a distribution plan for your product.
Event Detail
Teaching Methodology
This module will be conducted in a highly interactive and engaging online learning platform. Learners will be engaged in online collaborations and discussions with peers & facilitators throughout the module.
Participants will have 2 weeks from the start date to complete the E-learning. Pls choose the start date during registration.
Programme/Agenda
Module 1: Make Channel Decisions
A. Objective
In this module, you will explore what's involved in deciding how to distribute your product. Keep these questions in mind:
- Why is it important to set up a distribution system correctly?
- Are distribution intermediaries a waste of money?
- Should you distribute your product freely, through every channel intermediary who is willing to sell it, or take a more selective approach?
- Should you sell direct to end customers or go through channel intermediaries?
- Should you use online distribution, offline distribution, or both?
B. Activities
- Module Introduction: Make Channel Decisions
- Making Wise Decisions About Distribution
- The Role of Distribution Intermediaries
- Exercise: Map Distribution Channels
- The Impact of Channel Length
- Determining Channel Breadth
- Online, Offline, or Both?
- Customer-Centric Channel Design
- Designing Customer-Centric Channels
- Exercise: Create a Channel Design
- Purchasing Journey
- Module Wrap-up: Make Channel Decisions
C. Outcomes
In this module, you considered how to make wise decisions about product distribution. The example of reMarkable's use of Best Buy illustrated how an intermediary can help both producer and customer. You reflected on the differences among intensive, selective, and exclusive distribution and the advantages and disadvantages of online vs. offline distribution. Finally, when determining your channel setup, you saw the importance of addressing the needs of customers as well as the needs of the operators of those channels.
Module 2: Analyze Your Margins
A. Objective
In this module, you will explore how decisions regarding distribution channels may affect profit margins.
You will begin by considering a gardening product example discussed by Professor van Osselaer then proceed to get some practice analyzing margins under different distribution scenarios.
B. Activities
- Module Introduction: Analyze Your Margins
- Considering Profit Margins in Channel Decision
- Margin Analysis Spreadsheet
- Practice Quiz: Analyze Profit Margins
- DTC Channel Analysis
- Concept Quiz
- Course Project — Channels of Distribution
- Module Wrap-up: Analyze Your Margins
- Course Exit Survey
- Thank You and Farewell
- Stay Connected
C. Outcomes
In this module on margin analysis, you considered a detailed spreadsheet example and then tackled several exercises on your own. Your course project was to design a distribution plan for your product.
WHY SHOULD I ATTEND
Benefits to the Learner
Assess potential distribution channels for a product
Determine the best channels and identify the steps required to set them up
Assess profit margins in different channels