Marketing Channels Module
Professor Adel I. El-Ansary
April 24 – May 5, 2006
Required Text: th edition. Prentice-Coughlan; Anderson; Stern and El-Ansary. Marketing Channels, 7Hall, 2006.
Click on: http://home.comcast.net/~imas-inc/ to reach www.marketingchannels.com
thMarketing Channels, 7 Edition. Prentice-Hall, 2006.
Anne T. Coughlan, Erin Anderson, Louis W. Stern, Adel I. El-Ansary
PART ONE: INTRODUCTION
1. Marketing Channels: Structure, Functions, and a Framework for Analysis
PART TWO: CHANNEL DESIGN: DEMAND, SUPPLY, AND CHANNEL
2. Segmentation for Marketing Channel Design: Service Outputs 3. Supply-Side Channel Analysis: Channel Flows and Efficiency Analysis
4. Supply-Side Channel Analysis: Channel Structure and Intensity 5. Gap Analysis
PART THREE: CHANNEL IMPLEMENTATION 6. Channel Power: Getting It, Using It, Keeping It 7. Managing Conflict to Increase Channel Coordination 8. Strategic Alliances in Distribution
9. Vertical Integration in Distribution
10. Legal Constraints on Marketing Channel Policies PART FOUR: CHANNEL INSTITUTIONS 11. Retailing
14. Supply Chain Management
Reading Period starts on March 28 in preparation for lectures/discussions by
Professor El-Ansary per the following course schedule
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Date Time__ Lecture/Discussion Topic Chapters ____________________
C 24 Classroom Location
24/4 9-12 Channel Strategy 1 to 5 Marketing Channels AA
25/4 9-12 Channel Structure -- Retailing 11&13 Marketing Channels AA
--Wholesaling 12 Marketing Channels AA
-- Logistics 14 Marketing Channels AA
26/4 9-12 Channel Management 6, 7 & 10 Marketing Channels AA
28/4 9-12 Channel Governance 8 & 9 Marketing Channels AA
2/5 8- 10 Exam Case Venus USA Open Book Examination
2/5 10-12 Guest Lecture
Channel Relationships -- ICA Bank on Customer Relationship Management
The student must read the text in advance during the reading period beginning the start date of
the course till 24/4. The chapters noted on the schedule are to be emphasized for the
lecture/discussion on the dates noted.
Students can buy the text electronically on http://www.safarix.com (Price around $73). Here is the thURL for Marketing Channels, 7 edition, 2006
Guidelines for case analysis and template follow. Read the case in advance. The exam will be
structured around the guidelines for case analysis. For example, you may be asked to state the
symptoms, states of nature and/or decisions that management has to make shortly!
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School of Business, Economics and Law
Schedule for Wholesaling, Retailing and Logistics
Spring Semester 2006
Day Time Room Subject Professor
28/3 10 - 12 C 23 Introduction OK
29/3 13 - 17 C 23 What is Retailing OK
4/4 8 - 12 In store logistics* OK/MÖ/
Visit to big supermarket in Lerum.
Bus leaving from Handelshögskolan at 8.15 am
Attendance is compulsory
5/4 13 - 15 C 24 E-commerce BN
11/4 10 - 12 C 23 Location MÖ
19/4 13 - 19 C 24 Project presentation* OK/MÖ
24/4 9 - 12 C 24 Channel Strategy* AA
25/4 9 - 12 C 24 Channel Structure* AA
26/4 9 - 12 C 24 Channel Management* AA
28/4 9 - 12 C 24 Channel Governance* AA
2/5 8 - 12 C 24 Exam submission and Guest lecture* AA
AA = Professor Adel El-Ansary, University of North Florida
BN = Bengt Nordén, HGU
MÖ = Martin Öberg, HGU
OK = Ove Krafft, HGU
* = attendance is compulsory
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Criteria for Evaluating Written Case Analyses
Adel I. El-Ansary
Donna L. Harper Professor of Marketing
? Statement of the Problem (50%)
1. Make sure you name the problem and describe it accurately.
2. Name of the problem must reflect the general category it belongs to and
its specific nature. An example would be Marketing Strategy as a broad
category and Targeting as the specific problem.
3. Make sure the description reflects the problem. For example, do not name
targeting as a problem and then describe it as if it were differentiation or
? Framework (10%)
1. Framework must reflect the nature of the problem(s) and highlight the
2. Make sure to clearly identify where does it start and give direction to
where it is going and takes us to where it ends. Hopefully it leads us
through solution routes leading to desirable outcomes.
3. Framework must include case data. The variables and parameters of the
framework must be highlighted using pertinent case data. ? Alternatives (20%)
1. Name the alternative.
2. Make sure that the alternatives are mutually exclusive.
3. Make sure that each alternative deals with each of the problems stated.
? Criteria for Evaluating Alternatives (10%)
1. Name criteria.
2. Make sure it reflects an outcome such as customer satisfaction, customer
loyalty (retention), profit margins, market share, business share, business
growth, profitability, etc.
3. Specify a weight for each criterion. If all are equal, let us know!
4. Justify each criterion by describing how its relation to the problem(s).
Hopefully, this will be obvious from looking at your framework! ? Recommendation & Implementation (10%)
1. Recommend one of the alternatives.
2. Justification of the recommendation must coincide with your evaluative
3. Specify the steps required for the implementation of your recommendation.
4. Specify the time line for implementation of each step.
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