This course counts toward the following majors: Marketing, Marketing Management

Marketing channels are analyzed as systems of interrelated and interdependent organizations engaged in making goods and services available for consumption by industrial, institutional and household consumers. This course emphasizes the means by which effective and efficient distribution networks (comprising manufacturers, wholesalers, retailers, transportation firms and other actors in the distribution process) can be constructed. Particular attention is given to examining the behavioral dimensions of channel relations, the roles of channel members, their use of power, the conflicts that arise among them and their communication procedures. Government and other constraints on channel activities are also examined. Cases are used for illustrative and analytical purposes.

Online Commerce (MKTG-957-0)
In this experiential learning class you and your business team members will create an online retail strategy and working internet commerce site – including positioning your retail brand against target consumers, choosing category assortment, negotiating certain terms with vendors, setting prices and promotions, managing inventories, developing messaging and advertising, factoring in competition, and constructing a viable online business model. Then comes the hard part: real consumers will shop your stores at a KSM online shopping Mall. Depending on how they shop and what they buy, you must react, fast and effectively as the ‘pop-up’ online store will only be open for a few weeks. But even in that short time, you are likely to find that your effective strategy by the end of the course turns out altogether different from the one you developed at launch. That’s real life and real business. And just as in business, you will be evaluated on your team’s ability to optimize performance and results, as measured by a range of relevant retailing results metrics and shopper insights. This new experiential Marketing course is intended tocomplement traditional case- and simulation-based offerings in a Kellogg student’s course of study. It builds on material covered in Marketing 430, Marketing 466, and other Marketing classes. It is also a unique opportunity for Kellogg students to interact with top corporate retail and internet commerce managers on practical solutions to real-time business matters within a structured academic setting. The course will be highly relevant to students with career interests in retailing, consumer product manufacturing, internet commerce, supply chain management, merchandising, business development, and entrepreneurial business..

PLEASE NOTE: MKTG-957 is a "No Drop" Course once the Bidding process is completed.