Managing Marketing Channels

Redefining Go-To-Market Strategies
Apr 16 - 18, 2019
Application Deadline:
Apr 12, 2019
Rausing Executive Development Centre, LUMS

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 program 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 program participants will: 

  • Understand customer centric channel design strategies
  • Analyze 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 program is designed for middle to senior level managers working in marketing and sales functions in business organizations. Typical participants will hold title of Marketing Managers, Sales Heads, Brand Managers, Channel Managers, Trade Marketing Managers and Franchising Managers


Program Director

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

Co-Program Director

Assistant Professor

PhD, Marketing, Ivey Business School, Western University
Research Interests:
Assessing the impact of Growth, Governance and Geography of franchise systems on their performance, Franchising, Market Development & Marketing-Finance

Additional Faculty
PhD, University of Texas at Arlington
Research Interests:
Advertising & Promotion Management; Consumer Behaviour; Marketing Research
Program Fee PKR 90,000
Residential Fee PKR 36,000

* Program fee includes tuition cost, reading material, tea and lunch served during the program. 

If you wish to avail accommodation at LUMS, there will be additional fee. It includes accommodation, breakfasts and dinners for the duration of the program. 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 program and check out the morning after the program 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 program. Kindly ensure that your complete online application form reaches the office by the deadline. Incomplete application forms will not be entertained.

*Seat in the program 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 program. Space in the program 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. Personal cheques will not be entertained. However, the program 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 non-profit organization under the Income Tax Ordinance 2001. Accordingly, the income of LUMS is not tax deductible/collectable.

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

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

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

Note: REDC may cancel or postpone a program due to insufficient enrollment or unforeseen circumstances. In this case, 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 program or any other program as an alternate to refund. The University reserves the right to make changes in its program 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"

Program Participant 2016


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

Adeel Asim Munib - Dalda Foods Limited.