CHANNEL MANAGEMENT - 2019/0

Module code: MANM445

Module Overview

Marketing Channels are the routes to markets - digital as well as physical - used to sell products and services that consumers and business buyers purchase. In an increasingly competitive business environment, with margins and profits under ever greater pressure, the effective and efficient management of this channels is central to performance of the different supply chain partners.

This module focuses on marketing channel management as a strategic component of the marketing mix alongside the product, price and communication management. It takes into considerations the demand/marketing as well as the supply/logistics side of channels and takes into considerations the significant challenges that evolve with complex multi/omni channel environments.

Module provider

Surrey Business School

Module Leader

SAJJAD F Dr (SBS)

Number of Credits: 15

ECTS Credits: 7.5

Framework: FHEQ Level 7

JACs code:

Module cap (Maximum number of students): N/A

Module Availability

Semester 1

Module content

Indicative content in the context of channel management in a digital environment includes:


Conceptual framework of strategic channel management ​​​​.
Organisation and control of the channel management process.
New product development and brand management in marketing channels.
Logistics/supply chain management.
Performance measurement.
Category management.
International supply chain relationships and supply chain partnering.
Contemporary developments; eg. omni-channel behaviour, show/web rooming.
Corporate social responsibility: implications for channel management.

Assessment pattern

Assessment type Unit of assessment Weighting
Examination 2 HOUR EXAMINATION (CLOSED BOOK) 50
Coursework INDIVIDUAL COURSEWORK (2000 WORDS) 50

Alternative Assessment

As Above

Assessment Strategy

The assessment strategy is designed to: i) provide students with a practical opportunity to apply theoretical concepts of channel management (from the fields of marketing and supply chain management); ii) demonstrate their theoretical and practical understanding associated with channel management. Thus, the summative assessment for this module consists of two components:

Assessment 1 - Assignment (Mini-project, 50% weight): Students are required to submit a 3000-words written group (maximum of two students) report on the channel management strategy and tactics of a specific manufacturer. More specifically, students are required to describe and critically evaluate the digital as well as physical dimensions of the channel of their choice and then report their findings in writing. Relevant concepts and theories must be used in both setting up an evaluation structure and interpreting and consequently discussing the results of the empirical evaluation. All reports must be submitted via SurreyLearn. The assignment enables students to:


Apply relevant consumer behaviour, marketing and management concepts and theories in describing and examining a marketing channel;
Critically and insightfully analyse the operational effectiveness of the marketing channel and
Prepare and present management report that facilitates the construction and management of a specific marketing channel;


This first assessment relates specifically (but not exclusively) to the following learning outcomes (ascending order of importance) – LO2, LO4, LO3 and LO6.

Assessment 2 - Exam (50% weight): An individual assessment, students are required to answer two short-essay questions within two hours. This assessment aims to test both theoretical and practical understanding of students in relation to the module. The individual exam enables students to:


Identify and apply relevant theoretical concepts to address various marketing channel management issues,
Critically and insightfully evaluate good and bad channel management practices in various product contexts, and then provide recommendations to address these good and bad practices.
Insightfully understand the strategic and operational importance of channel management from different supply chain partners’ perspectives;


Both assessment components have been designed to:


Develop an understanding of the origins and latest development of channel management practices across different sectors,
Gain a sound and critically informed knowledge of the essential concepts and models within the marketing as well as the supply chain management discipline, and
then apply these concepts in critically examining ‘real-life’ channel management practices. This second assessment relates specifically (but not exclusively) to the following learning outcomes (ascending order of importance) – LO1, LO4, LO3 and LO5.


Formative assessment and feedback will be provided in seminars as part of group discussions and presentations, i.e. verbal feedback and mini assignment which informs the final summative assessment. The assignment will be the principal means of providing formative feedback. Students will be given indications of achievement on five-point scales between poor and strong; one for each of the assessment criteria published with the brief in week one. This will be supplemented by qualitative feedback. For the exam, individual feedback will be available on request, when marking has been completed. For both items of assessment, a summary statement of generic feedback and group performance will be supplied to assist the student in reflecting on their own individual performance relative to that of peers.

Module aims

  • Overall this module aims at how to design, develop, maintain and manage effective relationships among worldwide marketing channels to achieve sustainable competitive advantage by using strategic and managerial frames of reference. It enables students to evaluate the role and nature of channel management strategies in meeting objectives (both financial and non-financial) from the viewpoints of different supply chain members (e.g., manufacturer, retailer, logistics service provider) and to become familiar with the specific management applications utilised in meeting channel management aims. Particular attention is given to provide a systemic understanding of the interplay between the strategic and operations marketing mix elements. The impact of different country contexts is considered and special focus will be given to channel management strategies and operations within a digital environment.

Learning outcomes

Attributes Developed
001 Demonstrate a detailed knowledge of the breadth and complexity of channel management in an international context. K
002 Apply appropriate techniques to assess management issues and problems by analysing relevant information (which might be incomplete) in order to develop channel management strategies, making a theoretical and practical contribution to organisations. PT
003 Apply appropriate techniques to assess management issues and problems by analysing relevant information (which might be incomplete) in order to develop channel management strategies, making a theoretical and practical contribution to organisations. KP
004 Select and justify appropriate approaches to the effective channel management from a marketing and logistics perspective . C
005 Show an awareness of the wider social implications of channel management. K
006 Organise and communicate their ideas. T

Attributes Developed

C - Cognitive/analytical

K - Subject knowledge

T - Transferable skills

P - Professional/Practical skills

Overall student workload

Independent Study Hours: 117

Lecture Hours: 22

Seminar Hours: 11

Methods of Teaching / Learning

The learning and teaching strategy is designed to develop knowledge and understanding in both theoretical and practical perspectives. In addition to self-directed learning, the teaching and learning methods include formal lecture and tutorial, use of case studies and seminar exercises.


2 hrs x 11 lectures
1 hr x 11 seminars
30 hrs assessment preparation / revision
87 hrs independent study

Indicated Lecture Hours (which may also include seminars, tutorials, workshops and other contact time) are approximate and may include in-class tests where one or more of these are an assessment on the module. In-class tests are scheduled/organised separately to taught content and will be published on to student personal timetables, where they apply to taken modules, as soon as they are finalised by central administration. This will usually be after the initial publication of the teaching timetable for the relevant semester.

Reading list

Reading list for CHANNEL MANAGEMENT : http://aspire.surrey.ac.uk/modules/manm445

Other information

None.

Programmes this module appears in

Programme Semester Classification Qualifying conditions
Digital Marketing and Channel Management MSc 1 Compulsory A weighted aggregate mark of 50% is required to pass the module
Business Management (Marketing) MBus 1 Optional A weighted aggregate mark of 50% is required to pass the module

Please note that the information detailed within this record is accurate at the time of publishing and may be subject to change. This record contains information for the most up to date version of the programme / module for the 2019/0 academic year.