Distribution Channels


The course examines important issues related to the organization and management of international marketing channels of distribution.   A marketing channel is a set of interdependent organizations involved in the process of making a product or service available for consumption. 

The course provides an understanding of how international companies and other organizations can effectively and efficiently use sales channels to transmit things of value from points of production to points of consumption.  Students will analyze and evaluate the design and management of such channels in a global context.  An analysis of the constraints and opportunities facing a firm that distributes its product across national borders will enable students to gain a comprehensive understanding of this important aspect of international marketing.


Goals and Student Profile


The main objectives of the course are to:

Inform the student regarding both the complexities and benefits of distribution on a global scale;

Enable students to analyze international channels of distribution for problems and opportunities to the marketing organization;

Understand key decision making criteria facing the global marketer;

Enable students to analyze the organizational options available to a firm when undertaking international distribution;

Apply key concepts of international channel design and strategy implementation to consumer and industrial distribution settings.

Main learning outcomes for this course:

The course employs a comprehensive approach, where a student learns key concepts through a combination of readings, case study analysis and discussion of international distribution channel management; 

The module provides students with theoretical knowledge and managerial practical information;

The course develops critical and systematic thinking skills, facilitated by class participation and interaction.


Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.



Need for channel service outputs

Channel tasks and functions

Problems and opportunities


Strategic factors for channel choice

Alternative distribution institutions

Export distribution systems



Channel design issues

Channel alignment and leadership


Motivating channel participants

Controlling channel participants


Financial criteria

Product issues

Control issues

Distribution-based alliances


Role of objectives

Distribution functions required

Capability of channel member

Distribution channel structure in country


Degree in Management and Business Administration at Universidad Europea. MBA at Universidad SDA Bocconi in Milan. MBA in Marketing and Strategy from the Kellogg School of Management at Northwestern University in Evanston, Chicago, Illinois
More details
He started his career in the corporate world by developing various responsibilities in the areas of Marketing, Product Development and Ecommerce for one of the subsidiaries of United Technologies Corporation in Germany and Spain. Later he was part of a family business venture performing functions of Corporate Development and General Management. During this period, he participated in the development of an international network of customers and partners in over 40 countries. He was CEO at FGP Global Advisors and Director of Marketing and Communications at Otis Global Major Projects and Key Accounts (WHQ), United Technologies Corporation, whrere he is currently Head of Global Strategic Accounts.

Specified time period and Place

Specified time period:  This course has and extension of 15 contact ours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday  from  9:00 h. to 14:00 h.

Place and Address: Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain

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1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

3. Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.

Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 350 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE


If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.


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