2012

Module Handbook
Marketing Channels

MARKETING QUALITY CIRCLE

SUPERIOR UNIVERSITY
 Lesson Plan Guideline

TABLE OF CONTENTS

Sr. No Contents Page #

1. Course name 2
2. Staff and course delivery arrangements 2
3. Course description 2
4. Course objectives 3
5. Course coverage 4
6. Student gains 5
7. Teaching and learning methodologies 6
7.1.Lectures 6
7.2. Role plays and activities 6
7.3. Presentations 6
7.4. Exam papers 6
7.5. Projects 7
8. Lecture plan 10
9. Academic and disciplinary policies 19
9.1. Late submission 19
9.2. Absenteeism 19
9.3. Plagiarism 19
9.4. Cover sheet 19
10. Class rules and regulations 19
11. Assessment GPA and percentages 20
12. Appendix A- sample assignment page 22
13. Appendix B- sample paper 23

Superior University Lahore Page 1

 Lesson Plan Guideline

1. Course Name and code: Marketing Channels

Credit Hours: 3
180 minutes of lectures, 3 hours per week for the 12 week semester
2. Staff and course delivery arrangement
Instructor
Name Imran Ejaz
Room and Building Marketing Faculty Office 2
MS Department
Phone Number 0423- 5330361-3
Email Imran.ejaz@superior.edu.pk

Consultation Hours By appointment

3. Course Description:

This course will study the design and management of marketing channels. For our
purposes, a marketing channel is viewed as inter organizational system involved with the
task of making goods, services, and concepts available for consumption by enhancing
their time, place, and possession utilities. The focus is on how institutions can effectively
and efficiently transmit things of value from points of conception, extraction, and/or
production to points of consumption.

It should be noted, however, that this is neither a course in retail and wholesale
operations nor in logistics. Rather, the orientation of the course is on the management of
relationships among organizations which are linked together in a distribution system.
While retail, wholesale, and logistical firms are significant components of marketing
channels, it is held here that the relationships among the various firms comprising
channels, and among the agents acting in the channels, are crucial and critical aspects of
long-term competitive viability.

Superior University Lahore Page 2

 Lesson Plan Guideline

Program:
Semester: Session:

Pre Requisites: Marketing ,Consumer Behavior

Follow Up: Sales Management Retail Management
Anne T. Coughlan, Erin Anderson, Louis W. Stern, Adel I. El-
Ansary (2001),
Text Book: Marketing Channels, Seventh Edition, Englewood Cliffs,
NJ: Prentice-Hall, Inc.
A bulk pack with additional readings and cases is also required
and may be purchased at college book shop.

4. Course Objectives:

The module provides a broad overview of marketing channels to the post graduate students from
different disciplines. The module has following specific objectives:

 To introduce the management relationships among organizations which are linked

together in a distribution system
 To study the design and management of Marketing Channels.
 To identify the prevailing gaps, and develop those strategies that can fill those channel
gaps
 To understand the elements of a channel - retailing, wholesaling, and physical distribution
management - in order to understand their economic and structural functions
 To review the formation of channels and incentive systems within channels
 To study the nature of alliances in marketing channels and their impact on channel
efficiency
 To establish a framework of managing channel conflicts and role of power in channel
performance
 To understand the role of logistics and supply chain management in marketing channel
design

Superior University Lahore Page 3

 Lesson Plan Guideline

5. Course coverage:

Topics which are included in this course are as follows:

1. Introduction to channel functions and flows

2. Analytical Framework for Channel Design and Implementation
3. Segmentation for marketing channel design
4. Supply side channel analysis
5. Gap Analysis
6. Vertical Integration
7. Channel power
8. Managing conflict to increase channel coordination
9. Channel Implementation issues regarding distribution intensity and vertical restraints
10. Legal constraints on marketing channel policies

Superior University Lahore Page 4


6. Student Gain:
Classification
Knowledge and Comprehension
At the end of this Course, students will be
able to understand and comprehend:
 The channel functions and decision
and their subsequent impact on
marketing strategy.
 Channels development Frame work
 The elements of a channel - retailing,
wholesaling, and physical distribution
management, and their economic
and structural functions
Application and Skills
At the end of this module, the successful
students will be able to;
 Analyze the gaps prevailing in the
Channel.
 Perform a channel audit with the help of
templates and tools discussed in the
course.
Analysis and Synthesis
At the end of this module, the successful
students will be able to:
 Deploy analytical skills
o In the gap analysis.
o Channel audit and Development
o Conflict resolution
 summarize and synthesize information
from a variety of sources
Superior University Lahore
Lesson Plan Guideline
Teaching and learning Assessment
methodology
Students gain knowledge and Students’ knowledge and
understanding through lectures. understanding will be assessed
Specific sidebars and class through: quizzes and viva’s, oral
activities (video clips) will be presentations; final term project and
used to enhance their exam paper.
understanding of the concepts.
Comprehension will be
improved through written
assignments.
Projects, presentations, and Students’ practical skills will be
resource based learning will help assessed by: written report;
students in strengthening their presentations; and final term project.
marketing channel
managementskills and applying
those skills to make effective
decisions about their products
and brands distribution.
Students will learn summarizing Students’ analysis and synthesis skills
and synthesizing skills through will be assessed by:, projects; critical
Class participation, discussions analysis of Marketing distribution
and case sessions. Analytical channel development and analysis of
skills will be learnt through the case studies
critical analysis marketing
communications of different
companies, assignments and
projects.
Page 5
 Lesson Plan Guideline

7. Teaching and Learning Methodology:

7.1.Lectures:
This course will be conducted by using the Socratic Method (discussion through asking
questions), this will allow us to have interactive sessions. Given that we will all learn from each
other, active participation will represent 10 percent of final grade. Students will be expected to
read all the material for class each week. They also will be expected to actively participate in
discussion. To facilitate this please state name prior to each comment, this will ensure student
receive credit for the comment.
7.2.Role plays and Activities:
To enhance the interest, level of understanding and to give the subject practical exposure, role
plays and activities designed by renowned researchers are given in the class.
7.3. Presentations:
Throughout the semester both formal and informal presentations will be conducted in class,
which will allow the course instructor and also peers to give their feedback about their
Assignments and projects.
7.4. Exam papers:
Content coverage Weightage
Mid-Term Paper
Objective Subjective
Introduction to Marketing channel 02 marks 02 marks
Segmentation 05 marks 10 marks
Supply-side channel analysis. (channel flows and efficiency analysis) 04 marks 10 marks
Supply-side channel analysis. (Channel structure and intensity) 04 marks 04 marks
Gap Analysis 05 marks 04 marks
Total 20 marks 30 marks
Brief description of Objective and Subjective parts:
Objective part of the paper may contain all or any of the components given below:T/F, MCSs, Short Questions, Labelling Diagram, Matching
columns, Short Scenarios.
Subjective part of the paper may contain:Detailed questions, Case study
Final-Term Paper
Objective Subjective
Channel power 10 marks 22 marks
Strategic Alliances 09 marks 22 marks
Vertical integration 06 marks 17 marks
Managing Retailing 05 marks 09 marks
Total 30 marks 70 marks
Brief description of Objective and Subjective parts:
Objective part of the paper may contain all or any of the components given below/F, MCSs, Short Questions, Short Scenarios.
Subjective part of the paper may contain:Detailed questions, Case study

Superior University Lahore Page 6

 Lesson Plan Guideline

7.5.Projects:
Pre- Mid Project
Case Analysis
Compaq Computer Corporation: The Dell Challenge

General Guideline:(How Do You Present Your Case Analysis)

A case analysis is presented as a report. The following is a suggested structure for a case
analysis report:
 Introduction:Describe the situation and identify the main problem.
 Body:Analyze the problem and the issues underlying the problem. Present and analyze
alternative solutions to the problem.
 Conclusion:Identify the best solution.
 Recommendations: Identify the courses of action needed to implement the best solution.
Guidelines:
 The case assignment should be done by you in teams.
Teams should include no fewer than 3 and no more than 5 people. Teams of 6 people or more
are not permitted, and teams smaller than 3 are at a competitive disadvantage in the class.
 Your team will submit a joint document (not individual ones) summarizing:
 Your evaluation and analysis of the firm's problems,
 Review the types of consumers to whom Compaq and Dell sells its products. What are their
needs? How are these consumers’ needs met, or not met, by the current channel structure?
 What are the key components of Compaq channel management strategy? How it is different
from Dell. Which strategy is better and why?
 What are the major issues faced by Michael Capellas CEO of Compaq?
 What recommendations would you give to Michael Capellas CEO of Compaq?
 References. Peer reviewed references are required. You must ensure that throughout your
assignment you make clear references to the literature (i.e., cite the authors/date) using the APA
referencing style
 The assignment (maximum 3500 words excluding references and Appendices) must be typed
(using double space and 12 font size).

Evaluation Criteria:

Topics Marks
Introduction 1
Body 3
Conclusion 2
Recommendations 4
Total Marks 10

Superior University Lahore Page 7

 Lesson Plan Guideline

Final Term Project

Channel audit
You will be required to perform an audit of a specific firm's existing distribution channel as
part of the course requirements. You are responsible for finding a firm whose distribution
channel you wish to study to perform the audit.
Guidelines:
This audit will consist of a report:
 Executive Summary: (250 words)
 Introduction: profile and the history of selected company
 Describing the current state of the channel in terms of:
o Structure: Types, Intensity
o Members
o Allocation of channel functions and flows
o Ability to meet target customer segments' demands for service outputs:
service output topic
o Gap analysis: see topic
o Power and conflict characteristics:
 Suggestions for improvement of the channel design and management
 Conclusion
 The report should be no more than 5000 words long, plus no more than 15 pages of
exhibits.
 You are then required (on the allocated date for that topic) to give a presentation to your
class based upon your audit findings.
 A business card of the person/s you interviewed must be attached to your hard copy.
Your team will prepare a written report discussing team findings and insights. Your
report must:
 Be spiral bound
 Be double-spaced
 Have page numbers
 Include a Table of Contents
 Utilize footnotes to denote sources utilized
 Use bullet points (to ease reading of the report)
 Include your insights based on classroom discussion
 Include an Industry Analysis (including secondary research)
 Contain a 1 page Executive Summary at the beginning of the report
 Incorporate graphics, bar graphs, and pie charts (within the body of the

Superior University Lahore Page 8

 Lesson Plan Guideline

paper)
 Include recommendations you have for the company (very important)
 Include a Summary
 Include a Bibliography

Evaluation Criteria:

Topics Marks
Executive Summary 2
Introduction 1
Current state of channel 7
Suggestions and recommendations 3
Conclusion 2
Total 15

Final Project Presentations:

The objective of the final term presentations is to enable the students to present their findings
so that they can have constructive feedback about their final term project.

Evaluation of criteria for presentation:

Each individual would be assessed on the following bases in presentations:

Sr.# Contents Marks

1 Clarity of concepts. 2
2 Structure of the presentation. 1.5
3 Presentation skills 1.5
- Communication
- Confidence
- Eye-contact
- Gestures and postures
Total 05

Superior University Lahore Page 9

 Lesson Plan Guideline

8. Lecture Plan

Session Topics Session Objective Lecture Break up

Introduction to Marketing Channels

 Introduction After attending this session the students will Ice breaking session and The Pencil 20 min
 Course overview be able to have clear understanding of the Parable ( motivational presentation)
basic concepts of marketing channels and
basic concepts of distribution,
Module discussion 45 min

What is Consumer behaviour, its 20 min

importance and research
Week 1 perspectives

Break 15 min

Class Activity: Ice breaking session, discussion on module, Introduction, Sidebar 1.1 Sidebar 1.1 45 min

Revision and Assignment 35 min

Assignment no. 1
discussion

Introduction of marketing channels

 Levels of marketing
channels
 Types of marketing channels
 Types of intermediaries
Week 2
 Channels analysis frame
work
After attending this session the student will Attendance, Review of previous 20 min
be able to understand the levels of session and thought of the day
marketing channels, types of marketing
Levels of marketing channels, types 80 min
channels, types of intermediaries and
of marketing channels, types of
channels analysis frame work
intermediaries
Break 15 min

Channels analysis frame work 40 min

Superior University Lahore Page 10

 Lesson Plan Guideline

Class Activity: Lecture, Slides, Class Participation, Sidebar 1.2 Assignment discussion 20 min

Channel Manger Please Stand Up.

Segmentation for marketing channel design

 What is segmentation Attendance, Review of previous 15 min

 Segmentation in distribution
channel
 Service output demands
session and Thought of the day
This session will provide an understanding
of the segmentation, basis of segmentation Segmentation, segmentation in 80 min
in distribution channel. distribution channels, Service
output demand

Break 15 min
Week 3
Service output demand cont’d 35 min

Side bar 2.1 , 2.2 25 min

Class Activity: Alloy Rods case, Service out-put demand template

Article : From Value chain to vale Constellation

Assignment no. 3 Assignment discussion 10 min

Superior University Lahore Page 11

 Lesson Plan Guideline

Supply-side channel analysis. (channel flows and efficiency analysis)

 Channel analysis After this session students will learn Attendance, Review of previous session, Thought 25 min
frame work about: of the day
 Channel flows and its  Channels analysis frame work Channel analysis frame work 20-30 min
Week 4 cost  Channel flows and their costs
 Efficiency Template  Efficiency template Channels flows and its cost Efficiency template 100 min

Assignment no. 4 Side bars and Assignment discussion 40 min

Supply-side channel analysis. (Channel structure and intensity)
 Channel design After this session the students will Attendance 05 min
challenges be able to understand the concept of
 Coverage vs assortment Thought of the Day 05 min
Channel design challenges,
 Importance of coverage different between coverage and Revision of previous lectures 15 min
and importance of assortment and what are the
assortment Channel design challenges, importance of
different preferences of upstream
 Response of downstream coverage and assortment responses of downstream 60-70 min
channels member to channel member and downstream
channel member
intensive distribution channel member.
 Effort to sustain intensive Discussion on the sidebars 30 min
distribution
Week 5  Striking a deal Effort to sustain intensive distribution, how can 40 min
they strike a deal
Class Activity: Lecture, Slides, Class Participation, Case Study
Assignment No 5 Assignment discussion 20 min

Superior University Lahore Page 12

 Lesson Plan Guideline

Gap Analysis

 Source of gaps
 Types of gaps
 Combined channel gaps
 Closing the demand side
gap
Week 6  Closing supply side gap
 Gap analysis template
Class activities : Lecture, Slides, Class Participation
After attending this session Attendance and previous lecture revision 10 min
students will be able to
Source of gaps, Types of gaps, Combined channels 50 min
 understand about the sources of gaps
gaps, types of gaps, combing
and closure of both type of gaps Break 20
Closing the demand side gap, Closing the supply 100 min
side gap, Gap analysis template

Case Study , Gap Analysis Template

Mid-Term Exam
Week 7
Mid-Term Presentation
Week 8

Superior University Lahore Page 13


Managing Channel Power
 Power
 Why marketing channels
require power
 Power as mirror image of
dependence
 Types of channels power
 Consequences of powers
Week 9
Class Activity: Lecture, Slides, Class Participation, Case Study
Assignment No 6
Channel conflict
 Channel conflict
 Competition
 Channels conflict vs
competition
 Type of conflict
 Measuring Conflict
Week 10
 Grey markets
 Approaches to resolve the
conflict
Superior University Lahore
Lesson Plan Guideline
After this session the students will be able to Attendance 05 min
understand
Thought of the Day 05 min
 Channel power
Revision of previous lectures 15 min
 Importance of channel power
 Types and their application Channel power, importance of
channel power, types of 60-70 min
powers
Discussion on side bars 30 min
Consequences of channel 40 min
powers
Assignment discussion 20 min
After this session the students will be able to Attendance 05 min
understand the concepts of
Thought of the Day 05 min
 Channel conflict
 Difference between channel conflict Revision of previous lectures 15 min
and competition
Channel conflicts,
 Types of conflicts Competition, types of conflicts 60-70 min
 How conflict can resolved , measuring of conflicts
Discussion on side bars 20 min
Grey markets , Approaches to 50 min
Page 14
 Lesson Plan Guideline

Class Activity: Lecture, Slides, Class Participation,Case Study resolve the conflicts

Assignment No 7 Assignment discussion 20 min

Strategic Alliances in Distribution

After this session the students will be able to Attendance 05 min

 Strategic Alliances
 Reasons for being in
strategic alliance
 Building commitment
 Stages of the Relationship
Week 11
understand the concept of strategic alliances in
distribution channels and the stages of Thought of the Day 05 min
relationships.
Revision of previous lectures 15 min
Strategic alliances, Reasons
for being in strategic alliances,
60-70 min
building commitment and
stages of relationship

Discussion on the video and 20 min

ads

Quiz + reading 50 min

Class Activity Lecture, Slides, Class Participation, Case Study

Assignment No 8 Assignment discussion 20 min

Superior University Lahore Page 15


Vertical Integration in distribution channels
 Introduction
 The costs and benefits of
vertical integration in
marketing channels
 Deciding when to vertically
integrate forward
Week 12  Vertical integration forward
when competition is low
Class Activity: Lecture, Slides, Class Participation, Case Study
Assignment No 9
Vertical integration
 Vertical integration to cope
with environmental
uncertainty Vertical
integration to reduce
performance ambiguity
Week 13  Summary of the decision
framework
 Vertical integration as an
observatory on the market or
as an option
Superior University Lahore
Lesson Plan Guideline
Attendance 05 min
After this session the students will be able to Thought of the Day 05 min
understand the vertical integration, its cost and
benefits of vertical integration in marketing Revision of previous lectures 15 min
channels
Introduction of vertical
integration in distribution
channels, Costs and benefits of
100 min
vertical integration in channels
Discussion on side bars 30 min
Forward integration 25 min
Assignment discussion 20 min
Attendance 05 min
After this session the students will be able to Thought of the Day 05 min
understand the vertical integration as a tool to
cope with the uncertainty of the Environment Revision of previous lectures 15 min
Vertical integration to cope
with environmental
60-70 min
uncertainty, summary of
decision frame work
Discussion on the video and 20 min
ads
Page 16
 Lesson Plan Guideline

Vertical integration as an 50 min

observatory on the market or
Class Activity: Lecture, Slides, Class Participation, Case Study as an option

Assignment No 10 Assignment discussion 20 min

Superior University Lahore Page 17

 Lesson Plan Guideline

Retailing

 What is retailing Attendance 05 min

 Retailing positioning
After this session the students will be able to Thought of the Day 05 min
 Trade deals
understand the concept of retailing, retail
 Private branding
positioning, trade deals, private branding and Revision of previous lectures 15 min
 Globalization of retailing
globalization of retailing.
Retailing, retail positioning,
60-70 min
trade deals
Week 14
Discussion on sidebar 20 min

Private branding, 50 min

Globalization of retailing
Class Activity: Lecture, Slides, Class Participation, Case Study

Assignment No 11 Assignment discussion 20 min

FINAL PRESENTATION AND QUIZ

Superior University Lahore Page 18

 Lesson Plan Guideline

9. Academic and disciplinary policies:

9.1.Late Submission:
University policy is that an assessment item submitted after the due date, without an approved
extension, will be penalized at a rate of 10% per day of the possible maximum mark for the
assessment item for each day or part day that the item is late. Assessment items submitted more
than five days after the due date will be awarded zero marks.
9.2.Absenteeism:
Late coming and shortage in attendance i.e. continual 3 absents from class, the students will be
struck off from the relevant subject.
9.3.Plagiarism:
 University policy prohibits students plagiarizing any material under any circumstances.
A student plagiarizes if he or she presents the thoughts or works of another as one’s own.
This definition may include:
 Using another’s ideas without due acknowledgement;
 Working with others without permission and presenting the resulting work as though it
was completed independently.
 Aiding another student to plagiarize is also a violation of the plagiarism Policy and
may invoke a penalty.
9.4.Coversheet
A Faculty specific Assignment Cover Sheet is to be completed and attached to each submission.
10. Class Rules and Regulations
 All mobile phones must remain switched off (not kept on silent / vibration mode) for the
entire duration of a class. Any breach of this rule will lead to immediate confiscation of
the phone, which will only be returned after the semester is over.
 No food, drinks, bubble gum or beetle-nut will be allowed inside the classroom.
 In order to maintain the sanctity and decorum on the University Campus, all male and
female students are required to be dressed in a decent and appropriate manner. Please
note carefully that under no circumstances you will be allowed to attend classes in a
casual and shabby getup, for example, dirty and unironed clothes. The University shall
take a particularly stern view of any kind of immodest and revealing clothes, such as

Superior University Lahore Page 19

 Lesson Plan Guideline

shalwar-qameez with long slits, shirts with low necklines, skirts and tight or torn jeans.
Male students may wear shalwar-qameez with waist-coat and sandals with straps.
 Cheating, plagiarism, offensive language and disruptive behaviour will be addressed
according to policies for academic misconduct mentioned in the Students’ Handbook.
 A student must have maximum participation in class lecture and activities. He/she should
think critically to make effective arguments during the class.
 Give respect to your class mates in terms of their opinions and arguments. A student is
encouraged to make opposing argument but maintain class decorum cannot be ignored.
 A 15-minute break will be given. Any student coming late or returning late after the
break will be considered absent for that day.
 In case of cancellation / makeup of a class you shall be notified through the program
manager or class coordinator.
 If you fail to attend at least 90% of the sessions you will receive an F grade for the
module
11. Assessment Grades and Percentages:
 High Distinction (80-100%)
Outstanding standard indicating comprehensive knowledge and understanding of the
relevant materials; demonstration of an outstanding level of academic ability; mastery of
skills (as identified in the assessment task); and achievement of all assessment objectives.
 Distinction (70-79%)
Excellent standard indicating a very high level of knowledge and understanding of the
relevant materials; demonstration of a very high level of academic ability; sound
development of skills (as identified in the assessment task); and achievement of all
assessment objectives
 Credit (65-74%)
Very Good standard indicating a high level of knowledge and understanding of the
relevant materials; demonstration of a high level of academic ability; reasonable
development of skills (as identified in the assessment task); and achievement of all
assessment objectives.
 Pass (50-64%)

Superior University Lahore Page 20

 Lesson Plan Guideline

Satisfactory standard indicating an adequate knowledge and understanding of the relevant

materials; demonstration of an adequate level of academic ability; satisfactory
development of skills (as identified in the assessment task); and achievement of most
assessment objectives.
 Fail (less than 50%)

Unsatisfactory standard indicating an inadequate knowledge and of the relevant

materials; insufficient evidence of academic ability; failure to develop skills (as identified
in the assessment task); and failure to achieve assessment objectives.

Superior University Lahore Page 21

 Lesson Plan Guideline

Appendix A

Writing Literature Review

Session 2010-2012
Project Advisor
______________
Submitted By
Name Roll No
M.Faizan Ali Bahadur 39

Department of Management Sciences

Superior University
Lahore

Superior University Lahore Page 22

 Lesson Plan Guideline

Appendix B

Sample Papers

Superior University Lahore Page 23