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MiniMBA in MarketingMiniMBA in Marketing

Module 10

Distribution

direct and indirect distribution models / physical availability

Module length: 1 hr 49 mins
Readings: 4
Study time: 3 hrs

Place is the final ‘P’ in marketing and it's more than a logistics question. Distribution strategy in marketing is about how you manage your channels: for revenue, for profit and to ensure that the way your product reaches the customer stays consistent with the brand you've spent ten modules building. 

What you'll learn

  • What is a distribution strategy in marketing, why it is a strategic and commercial decision – not a logistics one – and why marketers must own it

  • The full range of marketing distribution channels available, and how to evaluate them against your objectives, your brand positioning and your target market

  • The strategic trade-offs in direct vs indirect distribution: control, margin, reach and brand consistency – and when each model is the right choice

  • What physical availability in marketing means, and why ensuring your brand is easy to find and easy to buy is one of the most reliable drivers of growth

  • How to manage channel management strategy, from channel partner relationships to pricing consistency, and how to keep distribution aligned with your brand as you scale

  • How the ‘place’ marketing mix decision completes the four Ps in marketing, and how distribution strategy must be consistent with product, price, communications and brand positioning

Ready to complete the full picture? Reserve your place on the next MiniMBA cohort.

In Mark’s words

"At some point, we've got to get a product to a consumer. We do that using distribution channels. Module 10 is about how we manage those channels: manage them for revenues, manage them for profit, and manage them to ensure they're in line with our strategy and consistent with the brand."

Mark Ritson, creator of the MiniMBA in Marketing 

Other Modules

1 Market Orientation
Module 1 MARKET ORIENTATION
Module 1MARKET ORIENTATION

market orientation / customer obsession / the marketing concept

Module length: 1 hr 15 mins

Reading: 4

Study time: 2 hrs

Read More
2 Market Research
Module 2 MARKET RESEARCH
Module 2MARKET RESEARCH

qualitative and quantitative methods / research design

Module length: 1 hr 21 mins

Reading: 3

Study time: 2 hrs

Read More
3 Segmentation
Module 3 SEGMENTATION
Module 3SEGMENTATION

sophisticated mass marketing / behavioral and firmographic approaches

Module length: 1 hr 33 mins

Reading: 3

Study time: 2 hrs

Read More
4 Targeting
Module 4 TARGETING
Module 4TARGETING

mass marketing versus targeting / strategic choices / customer portraits

Module length: 1 hr 5 mins

Reading: 4

Study time: 2 hrs

Read More
5 Positioning
Module 5 Positioning
Module 5Positioning

perceptual maps / distinctive brand assets / differentiation and distinctiveness

Module length: 1 hr 43 mins

Reading: 4

Study time: 2 hrs

Read More
6 Objectives
Module 6 OBJECTIVES
Module 6OBJECTIVES

strategic planning / funnels / OKRs

Module length: 1 hr 24 mins

Reading: 5

Study time: 2 hrs

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7 Product
Module 7 Product
Module 7Product

product management / jobs to be done / diversification

Module length: 1 hr 37 mins

Reading: 4

Study time: 2 hrs

Read More
8 Price
Module 8 PRICE
Module 8PRICE

price research / behavioral economics / price setting

Module length: 1 hr 34 mins

Reading: 4

Study time: 2 hrs

Read More
9 Mar Comms
Module 9 MARKETING COMMUNICATIONS
Module 9MARKETING COMMUNICATIONS

integration / advertising effectiveness / messaging

Module length: 1 hr 39 mins

Reading: 4

Study time: 2 hrs

Read More

BOOK NOW

The next cohort starts in September. There are marketers in your industry already on it.

Reserve your place
40,000+ alumni have completed the course since its inaugurationin 2016
78 NPS+ Over 90% of our alumni would recommend the course
86 A global learning programme with Alumni from over 86 countries around the world
95% alumni feel more confident after doing the course