Download MF455 DISTRIBUTION STRATEGIES Responsible: Arne M. Ulvnes

MF455 DISTRIBUTION STRATEGIES
Responsible:
Lecturer:
ECTS credits:
Semester:
Kurskode:
Arne M. Ulvnes
Arne M. Ulvnes + guest lecturers
7,5 - Master in Business and Economics (MSc)
7,5 – Master of Technology Management
Fall
MF 455
Objective
The main goal of the course is that students shall develop their competencies in both theory
and methods that are relevant for designing and managing marketing channels, supply chains,
industrial buyer-supplier relationships, channels for technological products and other kinds of
distribution systems. The students will acquire knowledge about how companies can
cooperate and coordinate activities from production to end user (a company or a consumer),
acquire knowledge about goal conflict and competition among the actors in a distribution
channel, and understand how cooperation, long-term relations and alliances between buyers
and sellers can be developed. The point of departure is a customer-focused and marketoriented strategy. The course aims at discussing strategic problems in distribution and
retailing and will focus on the problems associated with various markets/businesses, the
supplier's role, new technology and adaptation of retail formats in the market.
Tuition
Lectures will cover both theoretical and practical challenges in retailing and distribution
strategies. The lectures will be organized as seminars allowing much scope for discussions
and communication on the students' areas of interest. Classroom discussions will stimulate
interaction between students and lecturer and will therefore have a seminar form that requires
active student participation.
Assessment
Course approval requires participation in a group, and the group is responsible for submitting
a number of approved assignments. Each group shall give a lecture on a given topic
(pass/fail). Individual, written examination (lasting for 4 hours) which accounts for 100% of
the grade, at the end of the semester. Grading scale A - F. Aids: None
Contents
INTRODUCTION
• Distribution Strategies: Structure and Functions.
• An Analytic Framework for Channel Design and Implementation.
CHANNEL DESIGN: DEMAND, SUPPLY, AND COMPETITION.
• Segmentation for Distribution Channel Design: Service Outputs.
• Supply-Side Channel Analysis: Channel Flows and Efficiency Analysis.
• Supply-Side Channel Analysis: Channel Structure and Membership Issues.
• Gap Analysis.
• Vertical Integration: Owning the Distribution System.
CHANNEL IMPLEMENTATION AND PERFORMANCE MEASUREMENT.
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Channel Power: Getting It, Using It, Keeping It.
Managing Conflict to Increase Channel Coordination.
Channel Implementation Issues Regarding Distribution Intensity and Vertical
Restraints.
• Strategic Alliances in Distribution.
CHANNEL INSTITUTIONS AND MANAGING THE RETAIL OUTLET
• Retailing.
• Forms of ownership: Independent, owned, franchising, cooperatives.
• Special topics on franchising
• Non-Store Retailing and E-Channels.
• Wholesaling.
• Retail Marketing Strategy
• Retail locations and site selection
• Organization structure and culture
• Merchandise Management
• Store management
• Logistics
APPLYING CHANNEL THEORIES TO OTHER BUSINESS RELATIONSHIPS
• Professional service-client relationships
• Industrial purchasing and marketing relationships
• Technology and Distribution Strategies
Compulsory literature
Coughlan, Anne T, E. Anderson, Louis W. Stern and Adel I. El-Ansary. 2006. Marketing
channels. 6th ed., Upper Saddle River, N.J: Prentice Hall.
Collection of articles.