Managing Marketing Channels - Live Online

May 19 - 21, 2021
Application Deadline:
May 09, 2021
Live Online

Managing marketing channels is considered as one of the most effective competitive advantages for survival in ever-growing demands of the corporate landscape. Strategic channel decisions are complicated to make and implications of these decisions often affect all elements of the marketing mix with long term consequences.

The 3-day interactive online programme on Managing Marketing Channels allows executives an overview of channel design options, assessment of channel performance and channel economics, with a key focus on customer preferences.

The 3-day engaging programme is intelligently adapted to live virtual format imparting a brilliant mix of theoretical concepts, insights from practice, constructive tools and techniques in a highly interactive and engaging e-learning environment.

The participants get direct access to LUMS faculty and engage with peers through interactive class discussions, exercises and group work that helps reinforce learning and networking among the group.


At the end of the programme participants will: 

  • Understand customer centric channel design strategies
  • Analyse the key factors for navigating channels under uncertainties, conflict, power plays and competitive scenario
  • Review best practices for performance evaluation of channel strategies 
  • Gain insights on critical role of trade marketing
  • Build understanding on an effective franchising system
  • Understand and assess E-Channels & their impact and consequences
  • Improve the effectiveness and efficiency of channel activities by leveraging emerging technologies

Following areas will be covered during this highly interactive course:

  • Linkage between channel decisions and corporate strategy
  • Frameworks and practical learning’s for effective channel design
  • Selection of types of channel intermediaries, market coverage requirements, length and breadth of channels
  • Implementation of channel decisions, channel conflicts and channel power
  • Emergence of E-Channels and its consequences on other channel players
  • Managing effective franchising systems
  • Performance evaluation of a channel
Programme Director

Teaching Faculty (SDSB)
PhD Scholar, University of Stirling Scotland
Research Interests:
Sales Force Management; Industrial Marketing & Channel Management

Additional Faculty
PhD, University of Texas at Arlington
Research Interests:
Advertising & Promotion Management; Consumer Behaviour; Marketing Research

This programme is designed for middle to senior-level managers working in marketing and sales functions in business organisations. Typical participants will hold the title of Marketing Managers, Sales Heads, Brand Managers, Channel Managers, Trade Marketing Managers and Franchising Managers.

Programme Fee PKR 90,000

* Programme fee includes tuition cost and reading material

Applications will be screened with regard to their suitability for the programme. Kindly ensure the submission of your online application by the deadline. Our online application form is available at

 *Seat in the programme will be reserved on a first-come, first-served basis.

Payment is due upon receipt of the acceptance letter along with the invoice. Please ensure that the payment reaches the office BEFORE the start of the programme. Space in the programme may only be ensured after we receive the fee.

Our preferred mode of payment is by cheque/banker’s draft payable to Lahore University of Management Sciences. However, the programme fee can also be paid via bank transfer. Please send the cheque to:

Marketing Manager
Rausing Executive Development Centre
Lahore University of Management Sciences
Opposite Sector "U", DHA, Lahore - 54792
Tel: +92-42-35608119-8243

 * LUMS is a not-for-profit organisation under the Income Tax Ordinance 2001. Accordingly, the income of LUMS is not tax deductible/collectable.

If more than two executives from the same organisation participate (up to a group size of 5 participants), each additional participant after the first two gets a 20% discount on the programme fee.

If you are unable to attend a registered programme, we will accept a substitute until 2 working days before the programme. Substitute candidates will be subject to the same selection process as the original one. If you wish to cancel your name from a programme, please notify in writing or on call at least 5 working days before the programme. In case of late cancellation, the programme fee will be refunded after deducting an application processing fee of PKR 20,000.

It is possible to transfer deposited fee to any open enrolment programme within 3 years. Transfers should be notified at least 5 working days before the programme. In case the participant or sponsoring organisation fails to utilise the funds within 3 years, the deposited fee will be forfeited.

Note: REDC may cancel or postpone a programme due to insufficient enrolment or unforeseen circumstances. In this case, the university will refund registration fee but will not be responsible for any other related charges/expenses including cancellation/change charges by airline and travel agencies. In case of postponement, the fee may be transferred to the rescheduled offering of that programme or any other programme as an alternate to refund. The University reserves the right to make changes in its programme policies and fees at any time.