Module 3-Week 10: Marketing Channels and Supply Chains

Learning Outcomes

  • Investigate the nature of marketing channels.
  • Recognize the differences between different intermediaries in the marketing channels.
  • List the differences in marketing channels between consumer goods/services and business goods/services.
  • Distinguish among traditional marketing channels, electronic marketing channels, and multichannel distribution.
  • Identify different types of vertical marketing systems.
  • Assess the type of supply chain and how a supply chain differs from a marketing channel.
  • Judge how a company’s supply chain aligns with its marketing strategy.


Week 10 focuses on managing marketing channels and supply chains. There are many intermediaries involved in marketing channels. They play an important role in making goods/services available to consumers. We start with the definition of marketing channels and introduce the differences between marketing channels for consumer goods/services and marketing channels for business goods/services. We also identify the functions of intermediaries in these channels. Companies often make new channel arrangements to improve the efficiency of the functions of the channels. The goal is to achieve better cooperation from channel members that would also increase marketing effectiveness. Such channel arrangements are known as vertical marketing systems. We introduce three types of vertical marketing systems. Supply chain management and how it relates to marketing channels are explored at the end of the lesson. Week 10 ends with the alignment of supply chain and the marketing strategy.   

Related Readings  

It is recommended that you complete the accompanied readings from the course textbook that complements the lessons. The readings include content and additional examples that will allow you to achieve the indicated learning outcomes as indicated in your textbook for Chapter 14 and will cover content for Week 10. You will be expected to achieve the learning outcomes LO1 and LO2 (Lesson 10.1), and LO2 continued and LO5 (Lesson 10.2). 

Activities and Assignments