6th Channel Management

Program Overview

Module 1: Introduction to Marketing Channel 
• Introductory case studies 
• What is a marketing channel? 
• Who are channel members? 
• What are the important channel roles and functions? 
• Framework on how to design and manage channels

Module 2: Channel Segmentation based on Preferred Service Outputs 
• Linking segmentation of end-users to channel design 
• Understanding HOW end-users prefer to buy 
• Discussing different service outputs preferred by end-users 
• How to measure and identify the right channel segments 
• Identifying unserved and under-served channels 
• Illustrative case studies (foreign and local cases) 
• How to use the ‘Templates’ 
• Group presentations

Module 3: Analyzing Channel Activities to Develop Efficient Service Outputs 
• Not all service outputs demanded by end-users are cost-effective 
• What are the different channel activities? 
• Discussing your channel members’ channel activities 
• Using Channel Activity Concepts to design a Zero-Based Channel 
• Managing channel conflicts and creating alignment 
• Illustrative case studies (foreign and local cases)


Key Benefits to Participants:

Each participant will learn:

  • The concept of service output demands in designing channels
  • Which distribution channels to develop
  • How to manage channel conflicts

Key Benefits for Companies: 
The company will gain: 

  •  a better understanding of the role of choosing the right marketing channels in developing a sustainable competitive advantage
  • a framework to effectively allocate sales & marketing resources

Who Should Attend:

This seminar is principally oriented to sales people who design, implement and manage marketing channels.



Mr. Emilio Macasaet III

Partner and Chief Channel Marketing Strategist

Mr. Emilio C. Macasaet III is the Chairman and CEO of Field Partners Inc., and Partner and Chief Distribution Strategist of Mansmith and Fielders, Inc. He is the author of the best-selling, Distributor Management, the first ever book on distributor management in the Philippine Market, and the newly launched book, 6 Steps To Effective Key Account Management. 

He brings with him very extensive and intensive corporate experiences gained from both local and multinational companies like Gillette, Nestle, L'Oreal, Metrolab and RFM Corporation where he was Vice President of Sales & Distribution division. He conducts various sales seminars, consulting, and training programs in most parts of Asia-Pacific and Middle East. 

He obtained his MBA from Ateneo De Manila University and took his Doctor in Business Administration at De La Salle Graduate School of Business where he was a former MBA professor in Distribution Management. Bong also attended an executive program on Marketing Channels at Kellogg School of Management, Northwestern University, Chicago; and other special programs at Singapore Institute of Management (SIM), Singapore, and Burke Institute, USA. He partly writes a column in Business World newspaper and is currently a professor of Marketing Management at the Ateneo Graduate School of Business

Regular Rate

(If paid from October 18-November 7)

On-site Rate

(If paid on or after the seminar)

Closing Date





Deadline : Sep 06, 2018