Distribution in Marketing

Teaching results

By completing the course, students gain knowledge about the importance of distribution as a tool of marketing mix, about the typology of distribution channels, about the distributors involved in distribution processes. They will get acquainted with the basic distribution strategies and their application in individual stages of the product life cycle, they will gain knowledge about logistics as a part of distribution, its tasks and modern approaches in logistics. They will gain an overview of the various areas of application of logistics in distribution - the logistics of purchasing, warehousing, sales, transportation, new trends in logistics. They will also gain knowledge about the social responsibility of logistics companies.
Graduates of the course will be able to identify and analyze the conditions and relationships arising in distribution and logistics processes in the transformation of the product on the way from the manufacturer to the consumer. They will understand the importance of a logistical approach to distribution solutions, they will be able to identify and analyze the costs arising in distribution processes for the implementation of individual activities of physical distribution. They can assess the suitability of the selection of a distribution channel for a given type of product and a given market, compare the efficiency of individual types of distribution channels. They understand new trends in logistics and can interpret them in a suitable way, especially from the point of view of environmental sustainability of logistics.
Upon successful completion of the course, students will acquire competencies that will enable them to apply themselves in middle management positions in the areas of trade, distribution and logistics of both manufacturing and business enterprise. They will be able to work in junior positions in distribution and logistics centers in the areas of purchasing, order processing and inventory management. They can solve problems of an operational nature in solving issues of transport of products from the area of production to the area of trade and consumption.