In this course, students develop their understanding of effective selection and use of distribution channels for cultural and entertainment products. The products within the creative industries typically have significant intangible components and are therefore suitable for distribution in several market channels. Choosing the right channel mix determines how effective the communication with the audience or other users will be and is of great importance for the value creation achieved.

The course literature will provide a deeper understanding of what a channel is, characteristics of different types of channels, and interdependence between channels. In addition, the course will cover questions about marketing, coordination, and pricing related to multi-channel strategies.

Digitization has had a major impact on distribution opportunities and strategies within the creative industries, and in this course we look in particular at the effects of digitization on diversity, sustainability and internationalization.

The purpose of the course is to develop the students' ability to choose effective distribution and channel strategies adapted to their cultural or entertainment products and markets.

As part of the course, students also gain knowledge of relevant methods linked to the subject area in order to use these in their own exam answers.

Central themes in the course are:

Distribution channels in the creative industries
Channel characteristics
(Sequential) multichannel distribution
Digitization and internationalization
Diversity and sustainability

Subject description 3208

Distribution and Channel Strategies

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