• Functions performed and rationale for distribution channels • Factors affecting channel decisions • Major channel participants and their business models • Developing an omnichannel strategy for products and services • Designing and implementing an omnichannel distribution network • Managing multi and omnichannel distribution systems • Managing channel conflicts • Managing channel performance using analytics

• How should one choose between omnichannel, multichannel or single-channel structures? • How can customer purchase journeys be mapped for channel insights? • How can effective and efficient distribution channels be designed? • How can the performance of a distribution channel be measured? • How can the right channel partners be chosen? • How can channel partners be motivated and managed on an ongoing basis? • How can channel conflicts be mitigated, and if they arise, how can they be resolved? • How can channel-related data be analysed to gain actionable insights?

• Graduates and post graduate students with basic marketing knowledge and second-year MBA students • Working executives who have a basic understanding of marketing concepts.

• Most positions in marketing and sales in consumer goods companies and enterprises • Roles in B2B companies that use channels • Roles in service companies that rely on channels • Ilustrative designations: Area Sales Manager, Brand Manager, Product Manager, Category Manager, Merchandising Manager, Sales Manager, Channel Manager

• Access to 15 hours of live classes including 1-2 sessions by industry experts • Access to one free 30-minute mentoring session with Prof Sreeram • Access to selected notes and references to other reading materials • Five participants will get an opportunity to work on a live company project • Free enrolment in Prof Sreeram’s workshop on Life Planning