This specialization is tailored for professionals in consulting, industrial sales, marketing management, and business development, focusing on the intricacies of marketing channel strategy and B2B2C routes to market.
Participants will gain insights into the critical component of value creation through the design and management of routes to market, including the selection and incentivization of channel partners. The course also explores the application of these concepts to social business channels in emerging economies and entrepreneurship environments, as well as the challenges of selling on third-party platforms/marketplaces.
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This course is divided into modules that cover channel benefits, functions, incentives, and governance. Participants will gain comprehensive insights into the intricacies of designing and managing routes to market.
This module introduces the concept of channel benefits, focusing on the demand side of designing routes to markets. Participants will learn about the desired channel benefits and gain frameworks for strategic options.
Explore the supply side of designing routes to markets with this module. Gain insights into channel functions, quantifying them, and using them as the basis for determining channel member workloads and compensation.
Uncover the challenges of implementing a pricing strategy in route-to-market and learn to become a "strategic skeptic." Understand the structure of direct selling channels and their incentive structures.
This module provides a framework for analyzing business relationship types and explores the benefits and drawbacks of distributing on third-party platforms. Gain insights into new platforms for B2B exchange and multichannel routes to market.
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