Marketing Channels: Distribution Channel Management

This course deals with channels of distribution, the means through which the vast array of products and services are made available to customers. In the age of globalization customers nowadays expect more and better channel choices for gaining access to the products from all over the world.

Channels of distribution are a critical element of business strategy which, if planned properly, enables companies to build up a competitive advantage over their rivals.

New technologies as well as globalization have dramatically transformed marketing channels and the way, how and where customers want to use them. Broad principles will be discussed by which a company expects to achieve its distribution objectives for its target markets.

Workshop highlights include:

• Overview of the functions performed by channels and the value they create
• Characteristics of retailing and important retail marketing decisions
• How to design a marketing channel and select channel members
• Power and conflict in distribution channels
• Franchising as a distribution alternative
• Electronic marketing channels and service channels

What are the Goals?

Upon completion of this course delegates will be able to:

• Understand the importance of channels in the context of the 4 P´s of Marketing
• Understand what value channel members create
• Analyse the different types of market coverage
• Appreciate the main retail positioning strategies
• Determine what type of intermediaries can be used in a channel

Who is this Training Course for?

This course is suitable to a wide range of professionals but will greatly benefit:

• Sales- and Marketing professionals who work in a channel function
• Participants will be involved in the selection of and cooperation with channel members such as retailers, wholesalers, franchisees.
• Professionals who are working in either retail or wholesale
• Participants who are considering to become a franchisee or a franchisor

How will this Training Course be Presented?

This course has a foundation in the relevant theory and includes a number of company examples of how successful companies apply it.

The training process is a combination of lectures, small group work on real company cases and practical exercises to apply knowledge.

The course is delivered by a highly experienced business senior business manager who has a long experience in channel management.

At Aztech Saudi, we believe that professional development is the foundation of long-term career success. This training course is expertly designed to equip individuals with practical skills, forward-thinking strategies, and the confidence to navigate today’s dynamic work environments. Each course is delivered by subject matter specialists with extensive industry experience, ensuring that every learning experience is relevant, impactful, and aligned with real-world challenges. Whether you're looking to strengthen your technical expertise, enhance leadership abilities, or stay ahead of industry trends, Aztech Saudi provides the tools you need to elevate your performance and deliver measurable value to your organization.

Our training is more than just knowledge transfer—it’s a catalyst for career transformation. By participating in our courses, professionals gain a competitive advantage in their fields, improve their decision-making capabilities, and position themselves for new opportunities and leadership roles. We take pride in supporting individuals across various sectors and career stages, helping them unlock their full potential through high-quality, globally benchmarked learning experiences. With Aztech Saudi as your development partner, you’re not only investing in education—you're investing in a stronger, more successful future.