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Información detallada de curso

 

Primer semestre 2019
Mar 29, 2024
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1. IDENTIFICACION DEL CURSO

Código y Nombre de la Asignatura: MDO 0012 - DISTRIBUTION CHANNELS
División Académica: Escuela de Negocios
Departamento Académico: Dpto. Mercadeo y Neg. Internac
PML 0055 Calificación mínima de 3.0 o PML 7560 Calificación mínima de 3.0
Número de créditos:
Intensidad horaria (semanal para nivel pregrado y total para nivel postgrado):
3.000 Horas de Teoría
0.000 Horas de Laboratorio
Niveles: Educación Continua, Educación Superior Pregrado
Tipos de Horario: Teoría

This subject approaches the aspects of distribution channels or commercial distribution integrating and relating the actors that form the distribution channels, the functions of the different intermediaries, the characteristics of the commercial forms and the influence of new information and communication technologies

3. Justification

For the student of the marketing concentration, it is important to study this subject since the distribution management is frequently the result of an imitation process. This study is also justified because it represents the distribution within the marketing mix, since the cost of distribution of a good or service is generally the one which most represents in the price paid by the final consumer among all the other costs required to market that product. More than a question of opportunities and costs, distribution is a source of added value for the new or mature product if it is handled as an integral and interdependent concept analyzing it both from the commercial point of view and that of the financial point of view.

4. Competence to be developed

Professional competence: to develop the strategies of distribution of the products of an enterprise.

5. Course general objective

This course will be oriented to: present the concepts, structures and methods used in the commercial distribution area to propose, organize, execute and control the tasks developed I this area as well as to make students conscious about the importance of efficient distribution for the success of an enterprise and the satisfaction of clients.


6. Learning outcomes

At the end of the course, students will be able to:


Knowledge (knowing to know)
-Distinguish between retailing and commercialization.
-Distinguish between exclusive, selective and intensive distribution.
-Distinguish between vertical and horizontal integration as well as their advantages, inconveniences and objectives.
-Know commercial formats based on the manufacturer.
-Know the domiciliary sales approaches
-Know and explain what retail is.
-Know the accounting financial analysis instruments of businessmen.
-Know what a market area is and distinguish between the different types of areas.
-Differentiate between logistics and transport.

Skills (knowing how)
-Know how to select and design a distribution channel.
-Know multichannel and trade marketing distribution systems.
-Know how to differentiate communication strategies: pull, push and mixed.
-Identify the facts to be considered when classifying the commercial bulk sales formats.
-Identify the facts to be considered when classifying the commercial retail sales formats.
-Differentiate between mail marketing, telemarketing and e-commerce.
-Identify retailers and their strategy.
-Identify profitability strategies via margin and via rotation.
-Determine the factors influencing the localization of a sales point.
-Know the functions developed by physical distribution.

Attitudes (knowing to be)
-Value the importance of the channel, its actors and its flow.
-Solve the possible conflicts taking place in the channel.
-Value and distinguish the possible detailed formats or <>.
-Value and distinguish the different formats such as, retailers voluntary chains or value the functions performed by retailers and their decision making process.
-Value the retailer’s strategic model of profitability.
-Value the right commercial logistic planning.


7. Course Program

COMMERCIAL DISTRIBUTION (I)
-Course presentation
-Introduction
-Commercial distribution generalities.
-Reading Chapter 1 of course book.

COMMERCIAL DISTRIBUTION (II)
-Functions of commercial distribution.
-Basic concepts of distribution channels.
-Reading Chapter 1 of course book.
-Solve review questions from chapter 1.

DESIGN AND SELECTION OF DISTRIBUTION CHANNELS (I)
-Introduction
-Enterprise and clients analysis in the channel
-Channel restrictions
-Identification of the channel alternatives.
-Reading Chapter 2 of course book.

DESIGN AND SELECTION OF DISTRIBUTION CHANNELS (II)
-Evaluation of the channel main alternatives.
-Final selection of channel.
-Following up of distribution channel
-Service channel.
-Reading Chapter 2 of course book.
-Solve review questions from chapter 2.

CHANNEL DYNAMICS.
-Introduction
-Integration
-Multichannel distribution systems.
-Internal relations in the distribution channels.
-Reading Chapter 3 of course book.
-Solve review questions from chapter 3.

COMMERCIAL FORMATS: MANUFACTURERS AND WHOLESALERS
-Introduction
-Classification of commercial formats based on the manufacturer.
-The wholesale market.
-Classification of wholesalers according to the functions performed.
-Classification of wholesalers according to products sold.
-Classification of wholesalers according to localization.
-Reading Chapter 4 of course book.
-Solve review questions from chapter 4.

RETAILERS COMMERCIAL FORMATS (I)
-Introduction
-Retailers market formats.
-Commercial format classification based on retailers
-Reading Chapter 5 of course book.
-Solve review questions from chapter 5.

RETAILERS COMMERCIAL FORMATS (II)
-Introduction
-Sale with the physical presence of seller.
-Sales without the physical presence of seller.
-Reading Chapter 6 of course book.
Solve review questions from chapter 6.

RETAILERS MANAGEMENT AND DIRECTION PLANNING.
-Introduction
-Retail sales: Basic concepts
-Retail strategy.
-Decision making process in retail direction.
-Economic importance of retailers.
-Reading Chapter 7 of course book.
-Solve review questions from chapter 7.

RETAILERS FINANCIAL STRATEGY (I)
-Introduction
-The margin
-Reading Chapter 10 of course book.

RETAILERS FINANCIAL STRATEGY (II)
-Retailers’ financial strategy.
-Retailers’ budget.
-Reading Chapter 10 of course book.
-Solve review questions from chapter 10.

RETAILERS LOCATION STRATEGY (I)
-Introduction
-Location decision.
-Decision of commercial areas.
-Factors influencing commercial location.
-Process for determining commercial areas.
-Reading Chapter 11 of course book.

RETAILERS LOCATION STRATEGY (II)
-Decisions about the number of outlets.
-Location of outlets
-Characteristics of outlets.
-Reading Chapter 11 of course book.
-Solve review questions from chapter 11.

RETAILERS LOGISTIC STRATEGY
-Introduction
-Design of the retailer’s logistic system.
-Management of outlets.
-Externalization of logistics. -
-Reading Chapter 12 of course book.
-Solve review questions from chapter 12.

8. Methodological options-Learning activities
-Students understand the following strategies:
a) General introduction of the topics presented by the professor.
b) Students prepare the chapters of the course text proposed for each session.
c) Students present the proposed topics assigned previously
d) Discussions about the course topics led by the professor.
e) Elaboration of summaries and conclusions by students.


All sessions will involve the following steps:
1. The professor develops the general presentation of the text
2. Students of the concentration present the text.
3. Joint discussion and clarification.
4. Presentation of summaries and conclusions of each chapter with the corresponding discussion.
This methodology requires:
a) Assignment of the proposed chapters of the book and preparation of a good presentation where the basic structure of the chapter is shown, the fundamental idea and the problems dealt with. There must be a reflection about the implications of the fundamental idea on the concentration of marketing.
b) To prepare the chapter to enrich discussion during the sessions.


9. Evaluation

First Partial Exam 20%
Second Partial Exam 20%
Quizzes essays, workshops 20%
Research work 20%
Final Exam 20%
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100%


10. Bibliography

Type of Bibliography (Basic or complementary)
Basic
DE JUAN VIGARAY, Maria Dolores., COMERCIALIZACIÓN Y RETAILING. DISTRIBUCIÓN COMERCIAL APLICADA, Pearson Educación, S.A.; Madrid, 2005
Complementary
DIEZ DE CASTRO, Enrique. DISTRIBUCIÓN COMERCIAL. Segunda edición. McGraw-Hill, 1997.
GUILTINAN, Joseph y GORDON, Paul. ADMINISTRACIÓN DE MARKETING. Quinta edición. McGraw-Hill, 1994.
LAMBIN, Jean-Jacques. MARKETING ESTRATEGICO. Tercera edición. McGraw-Hill, 1995.
KOTLER, Philip y otros. DIRECCIÓN DE MARKETING. Edición del Milenio. Prentice-Hall, 2000
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