DISTANCE EDUCATION

Faculty of Management
Multimedia University

COURSEWORK BOOKLET
TRIMESTER 1, ACADEMIC YEAR 2021/2022

MARKETING CHANNEL MANAGEMENT

BMK2084

INSTRUCTIONS TO THE STUDENTS

1. Please read this Coursework Booklet thoroughly.

2. The Instructions are stated in detail and must be observed. Late submission of assignments
will be penalized. The ‘water-marked’ date on the envelope of the assignment send in by
students will be taken as the date of posting.

3. The course-schedule is included in here. You are to follow the course outline stated in this
Coursework Booklet.

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TRIMESTER 1, 2021/2022 (14 WEEKS)

INSTRUCTOR
Dr Nasreen Khan (PHD, MBA, BBA Marketing)

Room number AR2010 (FOM)

Contact number 012-215 9371
Email address nasreen.khan@mmu.edu.my
Consultation hours Tuesday (8.00 am – 11.00pm)

COURSE OVERVIEW
This course will study the elements and management of marketing channels. The focus is on how
institutions can transmit things of value from points of conception, extraction, and production to
points of consumption. This course will analyze marketing channels using a framework, describe
the productive activities of channel members, manage channel conflict and enhance channel
coordination through the constructive use of channel power.

COURSE OBJECTIVE
The objective of this course is to provide student with the necessary knowledge and skill on
managing effective distribution channels. Thus, at the end of the course, students will be able to
prepare themselves to face any challenges and fully utilized the knowledge for achieving
strategic advantages.

ASSESSMENT METHODS

1. Coursework 50%
Group Assignment 1 10%
Group Assignment II 20 %
Take home exam 20%

2. Alternative assessment 50%

TOTAL 100%

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GROUP ASSIGNMENT I (10%)

Choose One retail/franchise coffee company and answer following questions.

Q1. Apply the concept of supple chain of that company. (10 marks)
Q2. Sketch out as many consumer and business channels for that company as you can. How does
each of these channels meet distinct customer needs? (10 marks)
Q3. How has company’s distribution strategy affected its product mix? (10 marks)
Q4. Discuss how the marketing mix should be used in conjunction with the company's
distribution plan. (10 marks)

Note:
Please answer all the questions above and present it in PowerPoint slide.
Requirements: a) submission of PowerPoint slides at MMLS
b) Present the slide for 10 min.

Guideline:
• This is a group assignment, (maximum 4 in a group)
• Use appropriate form of APA style of referencing
• Assignment should be word-processed on one side of A4 size paper and presented in
text of font size 12, 1.5 spacing
• Include your name, title of course module, module code

ATTENTION:
• Date of submission: 14th September, 2021 (Tuesday)
• It is extremely essential for all students to respect the deadlines given for the submission of
the assignment. A penalty of 1 mark per day will be imposed on all assignments submitted
after the due date

GROUP ASSIGNMENT II (20%)

Members of the class are required to prepare a course project, NOT to exceed 15 pages of text
(excluding, title page, table of contents, reference page and appendices) on the theme of channels
of distribution. With this theme, the project is intended to be an opportunity to explore in depth a
topic related to this course that is of specific significance to you. The course project is a Channels
of Distribution Analysis Report. Your project should be written in 3rd person (no first person such
as ‘I recommend’)

In developing the project, “select ONE company” and write up based on the following contents
provided.

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 ASSESSEMENT CRITERIA ON GROUP ASSIGNMENT (20%)
Assessment criteria Marks
Company Profile (5 marks)
End-user Analysis: Segmentation and Targeting (20 marks)
• Segmenting end-users by service outputs (chapter 2)
• Targeting end-user segments (chapter 2)

Make-or-buy channel analysis (10 marks)

• Determining if channel functions should be done in house or
outsourced to channel partners (Chapter 4)

Channel structure (20 Marks)

• Channel intensity (Chapter 5)
• Types of channel (Chapter 5)

Channel strategy (20 marks)

•Compare and contrast new channel structure and strategy to
traditional and emerging systems to identify best practices and
opportunities for improvement (Chapter 6,7,8,9)
Implementing channel strategies (15 marks)
• Managing channel power
• Managing channel conflict
• Managing channel relationship
Conclusion (5 marks)

Presentation of the report online (5 marks)

Total (100 marks)

Total assessment (20 marks)

Comments:

Guideline:
• This is a group assignment, (maximum 4 in a group)
• Use appropriate form of Harvard style of referencing
• Assignment should be word-processed on one side of A4 size paper and presented in
text of font size 12, 1.5 spacing
• Include your name, title of course module, module code

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ATTENTION:
• Date of submission: 19th October, 2021 (Tuesday)
• It is extremely essential for all students to respect the deadlines given for the submission of
the assignment. A penalty of 1 mark per day will be imposed on all assignments submitted
after the due date

TAKE HOME EXAM (20%)

Choose TWO out of three essay questions.

ATTENTION:
• Date of take-home exam: 28th September, 2021 (Tuesday)

FINAL ALTERNATIVE ASSESSMENT (50%)

Answer all FOUR essay questions.

Tentative date: 9th November, 2021 (Tuesday)