Marketing Channel Functions

This module delves into the fundamental concepts of channel functions and their importance in designing routes to markets. Participants will gain insights into the necessary activities that channel members must provide to create desirable channel benefits. Through a comprehensive framework, the course provides guidance on quantifying channel functions and using them as the basis for determining channel member workloads and compensation. The module concludes with an exercise on monetizing shipping benefits and aligning channel benefits with essential supply side activities.

Using the CEMEX case study, this module provides a practical application of the concepts learned in the previous module. Participants will analyze the CEMEX case to understand how channel functions and route-to-market strategies are applied in a real-world scenario. The module includes a detailed analysis of the case study, providing insights into the challenges and opportunities in building effective routes to market. Participants will also explore the alignment of channel benefits with supply side activities, using the CEMEX example to deepen their understanding of the concepts.

Building on the knowledge gained from the previous modules, this module focuses on channel alignment and optimization. Participants will explore the process of aligning channel benefits and identifying the optimal offering to maximize channel effectiveness. Through a detailed examination of channel alignment, participants will gain insights into how to optimize routes to market and effectively monetize shipping benefits. The module culminates in a quiz and a discussion to reinforce learning and facilitate the application of the concepts to real-world scenarios.