EXECUTIVE EDUCATION MARKETING & SALES Distribution Channel Management Optimizing the Customer Experience With markets and customer experiences being transformed Key Benefits by showrooming, transparency, e-commerce and globalization, distribution channels have become critical sources of • Develop analytic skills through case studies and activities, and sustainable competitive advantage. apply lessons to your organization’s channel system A great product isn’t enough — managing channel conflicts, developing • Discover methodologies and win-win partnerships, and understanding omni-channel marketing and tools to select channel intensity hybrid shopping behavior are just as important for success. and appropriate partners, design Without the discipline and toolset to modernize your distribution channels, incentives and resolve conflict your company’s product and marketing efforts will face inefficiency and • Critically evaluate the role of disruption. In this intensive program, faculty who wrote the book on emerging technologies in improving channel activities channel strategy show you how to design, develop, manage and improve your channel systems to optimize the customer experience. • Build symbiotic win-win-win channel and customer relationships Consumer goods and services companies selling through wholesalers and retailers, business-to-business firms working through independent distributors and sales representatives, retailers seeking to improve efficiency Who Should Attend in an increasingly competitive marketplace, and intermediaries seeking to • Senior executives — managers, preserve their role in an increasingly fluid channel structure can all benefit directors and vice presidents — from the tools and content in this course. responsible for creating and managing channels of distribution in manufacturing, wholesale, “ The program exceeded my expectations from day one … retail and service firms providing insight and tools to help solve current issues • Other senior leaders with strategic go-to-market responsibilities and shape the future of our organization. I met and • Entrepreneurs in need of a worked with an amazing group of people, whom I’ll go-to-market strategy remain in contact with professionally and personally for many years to come.” VP/GENERAL MANAGER, AMERICAN SCIENCE & ENGINEERING Learn more and apply: kell.gg/kxchannel DISTRIBUTION CHANNEL MANAGEMENT Program Content Designing Channel Strategies for Specific Empathizing with Partners to Re-engineer Market Segments Your Channels • Understand how your customers/end users buy and • Solve your channel partners' critical business problems which channel benefits they value most — not just (beyond margins and commissions) what, but how they want to buy • Work with partners to jointly identify and solve end-user • Target the highest potential channel segments in problems and system inefficiencies your market • Pinpoint and manage around constraints limiting your • Tailor channel experiences to deliver the priority optimal channel design benefits sought by target channel segments Aligning Channel Incentives from a Position of Power Organizing Channel Activities with the • Use channel pricing to align partner incentives Right Set of Partners • Leverage brand and expertise assets to become an • Choose fitting channel intermediaries for target indispensable channel partner channel segments • Apply effective power sources to manage ongoing • Set your distribution intensity channel conflict • Allocate channel functions to appropriate channel members for efficiency and effectiveness ✱ Special Feature: Channel Audit Toolkit ✱ • Integrate your supply chain with your distribution The Channel Audit Toolkit leads you through a full channel and go-to-market approach analysis. The handbook describes the audit process, while the workbooks aid in the assessment of your channel design and operation. The toolkit is designed for use not just during the program, but also in your business afterward. The Faculty The faculty members for this program are researchers, thought leaders and globally recognized authorities in the fields of distribution and supply chain management. They bring to this collaborative learning experience an extraordinary depth of knowledge and insight. Anne T. Coughlan Richard I. Kolsky Academic Director; Polk Bros. Adjunct Professor of Executive Chair in Retailing; Professor Education; Global Marketing of Marketing Consultant Sunil Chopra Please note: IBM Professor of Operations Faculty is subject to change. Management and Information Systems; Professor of Managerial Economics and Your Learning and Living Experience Decision Sciences The program is held on the beautiful lakefront campus of Northwestern University at the James L. Allen Center, minutes from downtown Chicago. * When program registration requires additional accommodations, our staff will make all the necessary arrangements for participants to stay at a nearby hotel. Learn more and apply: Consult with an Advisor: kell.gg/kxchannel [email protected] 847.467.6018 CHANNEL2021R–SUM EXECUTIVE EDUCATION MARKETING & SALES Distribution Channel Management Optimizing the Customer Experience ACADEMIC DIRECTOR: Anne Coughlan SAMPLE SCHEDULE - IN PERSON DAY 1 DAY 2 DAY 3 DAY 4 Supply Chain Management Channel Structure and Channel Conflict Chopra Power Case Discussion Coughlan Coughlan MORNING SESSIONS Channel Functions: The Channel Gap/ Case Discussion and Work of the Channel Alignment Analysis Course Wrap-Up Coughlan Kolsky Coughlan LUNCH Closing Channel Gaps: Channel “Empathy” Channel Redesign Case Kolsky Discussion Kolsky Program Introduction & Pricing and Channel AFTERNOON Channel Benefits and Framework for Channel Member Compensation SESSIONS Empathy Case Discussion Management Through the Channel Kolsky Coughlan Coughlan End-User Channel Channel Power and Study Groups Benefits: Segmentation for Channel Coordination Coughlan Optimal Channel Design Coughlan Coughlan DINNER EVENING End-User Channel Study Groups Free Evening SESSION Benefits Exercises Coughlan Kolsky Northwestern University reserves the right to change Learn more and apply: Consult with an Advisor: without notice any statement in this publication concerning, but not limited to, rules, policies, tuition, fees, curricula and kell.gg/kxchannel [email protected] courses. This includes the right to cancel a program at any time for any reason. In case of a cancellation, the university is not responsible for any travel or other related expenses 847.467.6018 accrued by the program registrant. .