Module 1: Introduction To The Power of Channels

Key Topics:

  • Product-based Differentiation versus Service-based Differentiation
  • Players in the Channel
  • Why we Need Intermediaries
  • Case Examples of Channel Innovations
  • Key lessons
  • Workshop

Module 2: The HOW of Buying: Service Output Demands (SODs)

Key Topics:

  • Channel Design & Management Framework
  • The HOW of Buying: How Customers Want To Buy
  • The Concept of Service Output Demands (SODs)
  • Case Example: Zappos, Zalora
  • Procedures in Designing Channels
  • Case Examples: Tiffany, Blue Nile, Amazon Bookstore
  • Group Exercise
  • Key lessons
  • Workshop

Module 3: The SIFCO: Channel Functions and Alignment

Key Topics:

  • Channel Activities
  • Channel Functions: SIFCO
  • Case Example: Our Home
  • Key lessons
  • How To Align Gaps in Channel Activities and Benefits
  • Case Example: Dell and Circuit City
  • Workshop

Module 4: How To Motivate Channel Partners: Channel Conflicts and Power

Key Topics:

  • Channel Conflict and Its Sources
  • Channel Power Fundamentals
  • The Five Sources of Power
  • Basic Incentive Problems 
  • The Channel Pricing Process
  • How To Prevent Opportunism of a Channel Member
  • Elements of Governance Strategy
  • Workshop

Module 5: How To Build Relationships with Channel Partners: From Transactional To Collaborative Relationships

Key Topics:

  • Types of Channel Relationships
  • Relational Investment Framework
  • A Checklist for Strategic Partnering Management
  • Workshop


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


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

Partner and Chief Channel Marketing Strategist

Emilio C. Macasaet III is the Chairman and CEO of Field Partners Inc., and Partner and Chief Channel Marketing 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, 6 Steps To Effective Key Account Management and his most recent book, Fundamentals of Trade Marketing.

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.