ELE 3715 Logistics and Marketing Channels

ELE 3715 Logistics and Marketing Channels

Course code: 
ELE 3715
Accounting and Operations Management
Course coordinator: 
Bente Merete Flygansvær
Course name in Norwegian: 
Logistics and Marketing Channels
Product category: 
Bachelor - Electives
2018 Autumn
Active status: 
Level of study: 
Teaching language: 
Course type: 
One semester

Logistics and Marketing Channels deals with the physical and administrative processes related to purchasing, handling, storage, transport and delivery of manufactured goods, raw materials and equipment, and discusses how goods and services are made available to the end users. To succeed in a market, a company needs to understand how the marketing channel may be improved and streamlined and how the products can reach the customer efficiently. It is becoming more and more important for the players in the marketing channel to carry out their tasks in such a way that the customers receive the right degree of service.

Logistical processes relate to many of the traditional functions within a company and comprise suppliers as well as customers. As a discipline, logistics has developed from a focus on reducing costs in individual areas to considering the overall picture through integration within the company and cooperation with suppliers and customers.
The subjects of logistics and marketing are closely related, and this course looks at the challenges from the point of view of both disciplines. The logistics part of the course describes the physical flow of the goods, and the marketing part shows how to encourage the demand.

Please note!
This course overlaps with a group of subjects in the Norwegian courses "Logistikk og markedsføriingskanaler (7,5 credits) and "Logistikk (7,5 credits). Consequently a combination of these courses can not be approved in a Bachelor's degree.

Learning outcomes - Knowledge

By the end of the course the student will have gained a basic insight into the current concept of logistics and how it has developed, plus an understanding of strategic and management challenges for marketing channels in general and retailers in particular. During the course students shall:

  • Have an understanding of the concepts of logistics, supply chain management and marketing channels.
  • Know models like Du Pont, total cost analysis, ABC analyses and classification models.
  • Be able to explain:
    • Delivery service
    • Logistics cost
    • Supplier relations
    • Strategic alliances
    • Shop management
Learning outcomes - Skills

By the end of the course the student will be able to explain how, with a customer focus and a market orientation, one can combine economic, social and political perspectives to analyse marketing channels and the physical flow of goods. After completed course studentswill be able to:

  • Conduct a distribution analysis to find the most effective channels from the manufacturer to the end user.
  • Conduct a supplier analysis and know how one can make a purchase as efficiently as possible and how one can and should establish a close relationship with the individual supplier.
  • Conduct a stock analysis and draw up production plans for a manufacturing company.
  • Assess what is the right and most cost-efficient delivery service between the different parts of the supply chain.
Learning Outcome - Reflection

By the end of the course the students will be aware of the fact that effective channels of distribution may conflict with the aim of protecting the environment. They should also develop an awareness of the ethics involved in buying from suppliers.

Course content

Marketing channels

  • Marketing channels as a subject area – Historical perspective, theory and practice
  • The marketing channel’s different service levels and market coverage
  • Functions of the marketing channel and the roles of each player
  • Use of intermediaries or direct distribution?
  • Retail activities: Shop-based and E-channels
  • Different functions of the wholesaler, types and strategy
  • Choosing an organizational form for the retailer and the marketing channel
  • Power, influence strategies and conflicts – Effective use of power to influence results
  • Customer to retailer – Customer service


  • Introduction to the concept of logistics – scope and development of the subject
  • Delivery service – its importance to the customer
  • How does one measure delivery service?
  • Forecasts and stock management
  • Production management
  • Purchasing and cooperation with suppliers
  • The place of distribution and transport in the company and their importance in the value chain.
  • Principles in creating efficient logistics processes
  • The significance of logistics for the environment
  • The significance of information technology for logistics
Learning process and requirements to students

This course consists of 45 lecture hours.  

Included in lecture preparation are sets of question to be offered through It's learning. During the semester a case that is to be solved but not handed in will be given. The case will deal with central issues that also will be relevant at the written exam.

Software tools
No specified computer-based tools are required.
Additional information

For electives re-sit is normally offered at the next scheduled course. If an elective is discontinued or is not initiated in the semester it is offered, re-sit will be offered in the electives ordinary semester.


Higher Education Entrance Qualification

Required prerequisite knowledge

No special previous knowledge is required for taking this course.

Exam category: 
Form of assessment: 
Written submission
Support materials: 
  • BI-approved exam calculator
  • Simple calculator
  • Bilingual dictionary
4 Hour(s)
Exam code: 
Grading scale: 
Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
Course codeCredit reduction
MAD 1214100
MRK 3520100
BIK 2902100
Credit reductions:
Course code:MAD 1214
Credit reduction:100
Course code:MRK 3520
Credit reduction:100
Course code:BIK 2902
Credit reduction:100
Reduction description

This course overlaps with a group of subjects in the Norwegian courses "Logistikk og markedsføriingskanaler (7,5 credits) and "Logistikk (7,5 credits). Consequently a combination of these courses can not be approved in a Bachelor's degree.

Student workload
45 Hour(s)
Prepare for teaching
40 Hour(s)
Student's own work with learning resources
45 Hour(s)
Group work / Assignments
66 Hour(s)
4 Hour(s)
Sum workload: 

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.