Distribution, Logistics and Retailing

When retailers and manufacturers work together within a channel of distribution, linkages can be made stronger and profitability of all channel members can be improved. In this chapter students learn the definition and functions of a distribution channel. Length and intensity of channels are explained. Continually emphasised is the need for developing channel objectives, careful selection of channel members and management of the channel. Through these systematic efforts, businesses can maintain a higher level of customer satisfaction and profitability.

The face of retailing is constantly evolving. From bricks and mortar, to online transactions, retailing changes to meet the needs of consumers. In this course, students also explore the concept of wheel-of-retailing and learn how retailers are classified. The promise of B2C e-commerce is explored as well as associated limitations. The importance of store image is discussed in relationship to customer base and store purchases.

By the end of this course you will be able to:

Describe the concept of the value chain and the key elements in a supply chain
Explain what a distribution channel is and what functions distribution channels perform for manufacturers
Describe the types of intermediaries found in distribution channels
Explain how retailing has evolved
Describe how retailers are classified
Describe the benefits and limitations of B2C e-commerce.

Who Should Attend

This course is ideal for those who, are looking to get into a marketing role, manage or own a small business, or those want to improve their career prospects with additional qualifications this marketing.

Course Requirements

Completion of Year 12 or equivalent or relevant industry experience.
Sufficient language, literacy and numeracy skills to complete the course.
Basic computing literacy.

Qualification Obtained

All participants receive a Certificate of Participation.

This course is one of the steps leading to achievement of the Phoenix Academy Diploma of Business course unit, Marketing 500, which is in partial completion of the nationally recognised qualification: