Managing Marketing Channels

May 7 - 9, 2025
Application Deadline:
Apr 27, 2025
Rausing Executive Development Centre, LUMS

Contact Us

Need a personal consultation?
+92 42 3560 8243 +92 42 3560 8119

Managing marketing channels is considered as one of the most effective competitive advantage for survival in ever growing demands of 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 programme on Managing Marketing Channels - Redefining Go-To-Market Strategies  allows executives an overview on channel design options, assessment of channel performance and channel economics, with key focus on customer preferences. 


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


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


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


Programme Director

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

Additional Faculty
Professor Emeritus
PhD, University of Texas at Arlington
Research Interests:
Marketing Management, Business Strategy and The Business of Entertainment
Programme Fee PKR 150,000
Residential Fee PKR 60,000


*  Programme fee includes tuition cost, reading material, tea and lunch served during the programme. 
* Residential fee and accommodation clause below are not applicable for programme offerings in Karachi.
* Health and Safety of our prestigious participants, faculty, and staff is a top priority for LUMS. Given the current COVID-19 situation, enrolment confirmation will be subject to the submission of a valid immunization certificate with updated booster dose details for COVID-19.

If you wish to avail accommodation at LUMS, there will be additional fee. It includes accommodation, breakfasts and dinners for the duration of the programme. However, any extra charges such as telephones, extra meals etc should be paid on departure. You may check-in on the evening preceding the start date of the programme and check-out the morning after the programme ends. You are, however, requested to inform us of the time of your arrival and departure.

We offer single bed accommodation at the Rausing Executive Centre. Each bedroom with attached bathroom is equipped with mini-fridge, writing desk and direct dial STD/ISD telephone and cable TV. All bedrooms at REC are internet-ready. Please note we do not provide accommodation for drivers accompanying participants.

Applications will be screened with regard to their suitability for each programme. Kindly ensure that your complete online application form reaches the office by the deadline. Incomplete application forms will not be entertained.

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

Payment is due upon receipt of the acceptance email/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.

Payment can be made directly through:

  • Debit/credit card by visiting You can process the payment by selecting REDC payments from the Payment Type Section and entering a valid voucher number and access code mentioned on the voucher. Additional bank charges may apply. 
  • Cash, Crossed Cheque or Pay Order/Bank Draft made in favor of "Lahore University of Management Sciences" at any United Bank- Limited (UBL) branch against the programme voucher.

Our preferred mode of payment is by debit/credit card and crossed cheque/banker’s draft payable to "Lahore University of Management Sciences". However, the programme fee can also be paid via bank transfer.

If you wish to dispatch the cheque directly to our office, please send it to:

Marketing Manager
Rausing Executive Development Centre
Lahore University of Management Sciences
Sector "U", DHA, Lahore Cantt. 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) in a programme, each additional participant after the first two gets a 20% discount on the programme fee.

If you are unable to attend a registered course, 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 the 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 the 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.


"Essential for all business managers as it teaches fundamentals and prepares you to take tough calls for 'long term' benefits rather than short term volume pressure"

Mariam Arif Jafri - Abu Dawood Pakistan


"The course helps you understand the value added by each partner in the supply chain. Propels you to take tough decisions and implement marketing strategies on-ground to achieve growth and create opportunities"

Programme Participant 2016


"Pushes you to think an extra mile while taking wise decisions for marketing channels"

Adeel Asim Munib - Dalda Foods Limited.