ROUTE TO MARKET STRATEGIES
Explores the critical role of 'Place' within the marketing mix, focusing on how to effectively design, implement, and manage the marketing channels that make products and services available at the right place, time, and value proposition. Covers identifying customer needs, aligning them with the strengths of various market intermediaries, addressing conflicts associated with direct-to-consumer strategies, and understanding incentivization, power dynamics, and control. Delves into managing relationships, the role of brands, and the transition to an omnichannel environment.
Prerequisites & course information
Requisites: Graduate/professional standing or declared in graduate Business Exchange program Course Designation: Grad 50% - Counts toward 50% graduate coursework requirement Repeatable for Credit: No Last Taught: Fall 2026 Learning Outcomes: 1. Articulate how and why marketing channels are a key source of value creation and innovation for a firm and its customers. Audience: Graduate 2. Identify and demonstrate the use of fundamental channel frameworks and structures for designing and evaluating various routes to market. Audience: Graduate 3. Identify and analyze sources of channel power and strategies for effective channel governance. Audience: Graduate 4. Analyze and assess the various aspects of a route-to-market including customer segmentation; allocation of channel functions and responsibilities; management of relationships and incentives. Audience: Graduate 5. Using case analysis methodology, develop a toolkit to solve complex unstructured, and often intractable problems that are commonly faced by managers. Audience: Graduate Learning Outcomes: 1. Articulate how and why marketing channels are a key source of value creation and innovation for a firm and its customers. Audience: Graduate 2. Identify and demonstrate the use of fundamental channel frameworks and structures for designing and evaluating various routes to market. Audience: Graduate 3. Identify and analyze sources of channel power and strategies for effective channel governance. Audience: Graduate 4. Analyze and assess the various aspects of a route-to-market including customer segmentation; allocation of channel functions and responsibilities; management of relationships and incentives. Audience: Graduate 5. Using case analysis methodology, develop a toolkit to solve complex unstructured, and often intractable problems that are commonly faced by managers. Audience: Graduate
Sources
- Course catalogue ↗2026-2027