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Sales & Distribution Management PGCBM-34: Course Facilitator: Prof. Sanjeev Varshney XLRI, Jamshedpur Email

The course on Sales & Distribution Management aims to provide a customer-centric approach to sales and distribution functions. Students will be evaluated through mid-term and final exams, assignments, case analyses, and a group project on a company's sales and distribution system. The class will involve lectures, group work, and case discussions. Strict policies are outlined regarding plagiarism, and original work is expected from students. The session plan details various topics to be covered across 10 classes, including personal selling, sales forecasting, channel design, and managing channel conflicts.

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131 views4 pages

Sales & Distribution Management PGCBM-34: Course Facilitator: Prof. Sanjeev Varshney XLRI, Jamshedpur Email

The course on Sales & Distribution Management aims to provide a customer-centric approach to sales and distribution functions. Students will be evaluated through mid-term and final exams, assignments, case analyses, and a group project on a company's sales and distribution system. The class will involve lectures, group work, and case discussions. Strict policies are outlined regarding plagiarism, and original work is expected from students. The session plan details various topics to be covered across 10 classes, including personal selling, sales forecasting, channel design, and managing channel conflicts.

Uploaded by

siddartha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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SALES & DISTRIBUTION MANAGEMENT

PGCBM-34
Course Facilitator: Prof. Sanjeev Varshney
XLRI, Jamshedpur
Email: [email protected]

OBJECTIVE
The objective of the course is to provide a customer centric approach to the sales and
distribution function. The customer centric approach helps in (a) integrating advertising,
salesforce and channel members by building non-conflicting and non overlapping routes to fulfill
the needs of the consumer during their brand and store decisions and (b) developing
frameworks for decision making keeping the customers as the primary focus.

EVALUATION
Mid term 30%
Assignments 10%
Project 20%
Final Exam 40%

Class will be divided into groups of 4-5 people each for the purpose of project which is a group
assignment.

Case Analysis & Class discussion: For every case discussion it is expected that students
come prepared with case in advance. Case discussion will follow the following pattern:
a. Case facts
b. Problems identified
c. Solution
d. Theoretical framework
To ensure every body has gone thru the case there can be surprise quizzes on case facts
during class timings. And Students are expected to submit one page summary before the
class. This will be a group submission

Assignments: Various small assignments will be given as part of the course and students are
expected to submit answers to them in groups. These submissions should be group
submission and should be submitted in stipulated time.

Project: Groups are expected to critically comment on the sales and distribution
management of any one company. This critical comment should not exceed 2 pages.
However as evidence you are expected to attach data collected from the company on various
subsystems as appendix. As far as possible the data should be collected via means of interview
with the company officials and survey of dealers and distributors of the respective company.

In your submission please ensure to have the following additional sections:


1. Disclaimer (certificate of authencity and originality)
2. Introduction to the company
Appendix can contain:
3. Methodology of data collection
4. Description of the Sales & Distribution System of the company with data
5. Limitations if any

1
Project will be evaluated on the content/coverage, originality, quality of critique and analysis.
Groups should take care that they submit original work. Anybody found submitting copied
report without proper referencing will be penalized with F in the section.

Policy on Plagiarism:
All submissions will be compulsory subjected to the evaluation by Plagiarism Software
subscribed by the institute. Any report or submission found to be having more than 40%
copied component will be directly given F in that component and the case will be
recommended to the Academic Council for further disciplinary action. This will apply for
both individual and group submissions. In case of group submissions entire group will
be penalized for all such submissions. Therefore it is informed in advance that please
ensure that the work is original and if at all some sections have been taken from some
public source please cite them accordingly.

PEDAGOGY:
Pedagogy for this course will be a mix of lectures, group work, and class participation based on
reasoning.
To benefit from this rich mix of pedagogical tools, the students are required to go thru the given
readings and cases for each class.

PREPARATION & PARTICIPATION :


In order to appreciate various concepts and practices in the world of marketing it is imperative
that you come to the various sessions duly prepared. In order to ensure thorough readings of
the text book and the handout small quizzes can be given from the readings in the beginning of
class as well.

GRADING:
The grading will be based on the pattern indicated below. However, basis might change if the
need is felt so by the instructor.

Rating Fail Poor Average Good Excellent


Grade F D D+ C C+ B B+ A A+
Quality Points 0 1 2 3 4 5 6 7 8
Equivalent Marks 0-34 35-42 43-50 51-58 59-66 67-74 75-82 83-90 91-100

TEXT BOOK
• Pingali Venugopal (2008), Sales & Distribution Management: An Indian Perspective,
Response Books (ND)

Other Books for reference


• Pingali Venugopal (2001), Marketing Channel Management: A Customer Centric
Approach. Response Books (ND)
• Pingali Venugopal (2006), Managing the Salesforce: A Motivational Approach
Response Books (ND)

2
SESSION PLAN

Session Topic Questions for Discussion Readings


1 Introduction to Sales and distribution structures in India
Sales & across industries. Key challenges and
distribution issues.
Management
2 Personal Selling & What are different types of selling tasks? Chapter 1 & 10
B2B Selling Identify the profile of the salesmen who of the text book
would be effective under different
situations.
Selling Process
B2B Selling
3 Sales forecasting How do you estimate Market potential Chapter 18 of text
& Territory and map the market? book
Planning What would you consider while
determining the potential of a territory?
What are the important issues in territory
design and modifications? How would
you set quotas for salesmen?
4 Managing sales What are the key issues with the Chapter 17, 19 &
force recruitment and training of sales people? 20 of the text
What should be the evaluation criteria for book
Sales training program?
What are the major instruments
(monetary and non-monetary) for
motivating the sales personnel? In what
situations would the above instruments
work best?
How would you evaluate and control
sales personnel?
5 Sales What are the conflicts between the line
Organization and staff functions? How the two
Structures functions should be integrated.
What are the Changing forms of Sales
Organization while corporations are
undergoing globalization?
6 Distribution Channels for delivery, The Placing Chapter 2, 3 & 7
Channel Function, Distribution-Promotion Interface, of the text book
environment Flows in Channels, Intermediaries, their
roles & relationships.
7 Mid term
7 Channel Design How do you decide the distribution Chapter 7 of the
strategy of a company? What is its text book
relation with the other marketing mix Case: Safari
elements of the company? Batteries
What are the steps in designing a
channel structure? What criteria of
evaluation should one use?

3
8 Selecting Channel What are the criteria for selecting Case: Choosing
partners and dealers? How would you collect the Right
Building relations information for the same? Distributor

9 Managing channel What are the different kinds of conflicts Case: Managing
conflicts in channel? Ways to manage them Channel Conflicts

10 Evaluating Identifying the ideal criteria for appraising Chapter 13, 15 &
Channel the channel members. 16 of text book
Performance and What criteria should be used to evaluate
S&D Strategy the performance of the channel as a
whole?

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