The right way to reach your audience

With the explosion in virtual and multi-media channels comes important new opportunities to grow business. Marketing Channels will show how to achieve market value and sustainable competitive advantage, ensuring you speak to the right people in the right way.
Topics covered
  • Where mission meets market.
  • Channel roles in a dynamic marketplace.
  • Conventional marketing systems.
  • Marketing mix and relationship marketing.
  • Environmental scanning: managing uncertainty.
  • Legal developments in marketing channels.
  • Ethical issues in relationship marketing.
  • Global challenges and opportunities.
  • Channel climate.
  • Conflict resolution strategies.
  • Information systems and relationship logistics.
  • Cultivating positive channel relationships.
  • Transaction costs in marketing channels.
  • Vertical marketing systems.
  • Franchising: an emerging global trend.
  • Long-term interfirm relationships.
  • The emerging role of strategic alliances.
  • Strategic implications for the new millenium.

Course development

This course is available for purchase from now and until 31 July 2021, and examinations are offered until June 2023. This course will then be phased out.

Why change? We’re in the process of moving to a new learning platform which will give you more interactive learning opportunities and newly designed courses.

Sample our online resources

Here’s a little look at the support you can expect

Course taster

Get a feel for the course before you make that all-important purchase.

This pdf is a short version of the full course text. It gives you the contents page and the first module...

Download the course pdf

Try our student portal site

This is where you organise your studies; where you book exams, order courses and generally keep on top of things.

The username and password are: demo

Go to the student portal

Join the conversation

Vist our open Facebook group

Our students have lots to say about studying, the Edinburgh Business School experience and life in general.
Drop-in to see what they’re saying...

Join our Facebook group

'Visualise This'

We have a library of informative visual material to guide you through critical concepts. Here’s just one of them.

The full library is available through your Student Portal.