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