Marketing Domain: Sales and Distribution Management

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Dr Sabyasachi Dey

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Course Name : Sales and Distribution Management

Code(Credit) : CUMM2361 (2-2-2)

Course Objectives

  • To develop an understanding of concepts, which are helpful in designing sound programs for organizing and managing the sales force and enhance their productivity
  • To give practice of winning salesmanship
  • To give insight into the practice of organizing and gearing up the sales force to maximize sales
  • To explain how to design, develop and manage a distribution channel that delivers business goals
  • To expose the learner to the function of modern distribution/fulfillment centers and the practice of omni channels

Learning Outcomes

  • After completion of this course, the students should be able to:
  • Plan and implement an effective sales strategy for their organizations
  • Develop, handle and grow key accounts
  • Manage and enhance the sales force productivity and performance
  • Apply specialized knowledge of distribution management to get the desired results from the channel participants
  • Review the functions of a distribution center and the design features which cater for specific types of products

Course Syllabus

Module: I

Personal selling process:The Selling Process and different theories of selling, Qualities and skills of an effective salesperson, Setting personal selling objectives, Determining sales related marketing policies, Formulating personal selling strategy, Selling in the age of Social Media.

Module: II

Planning and Organizing the Sales Function: Sales Planning, forecasting and budgeting, Managing sales territories and quotas, Organizing the sales force – recruiting, training and compensating, Gearing up the sales force for superior performance –motivating, evaluating and controlling the sales force.

Module: III

Planning and Organizing the Distribution Function:Distribution objective/strategy and different channel formats, Designing and developing the distribution channels, Recruiting reseller channel partners, Interface and coordination between sales force and the channel partners,Managing the Channel Members – motivating, managing channel power and conflict, evaluating.

Module: IV

Omni Channel Distribution: Pros and cons, Difference between multi-channel and omni channel, Managing multi-channel and omni channel distribution, Functioning of a distribution/fulfillment center – Use of Industry 4.0 technologies.

References Recommended:

Books

  • Sales and distribution Management- by Tapan K Panda, Sunil Sahadev, Oxford University Press

Journals:

  • Harvard Business Review

Links to websites:

Session 2

The Selling Process and different theories of selling

Chapter 2 and 3 of the book

Theories of Selling

(Presentation)

steps_in_selling_process

(Presentation)

https://www.youtube.com/watch?v=5P9-SEoC-r0

(Theories of Selling)

https://www.youtube.com/watch?v=sSyQkYgYd20

(The Selling Process)

Session 3 (Practice)

Case Study Practice

Alice's family restaurant

(Case Study)

Session 5

Setting personal selling objectives, Determining sales related marketing policies

Chapter 2 and 3 of the book

Setting personal selling objectives

(Presentation)

https://www.youtube.com/watch?v=ct6VhByAZXQ

(Video)

https://www.youtube.com/watch?v=XhMVWzVXNNk

(Video)

https://www.yourarticlelibrary.com/marketing/personal-selling/personal-selling-objectives-and-features/50989

(Additional readings)

Session 6 (Case Study Practice)

Case Study practice

DTDC Courier caselet

Session 7 (Project)

Project Briefing given to all the students which is on Sales Audit

Session 8

Formulating personal selling strategy

Chapter 3 of Text book

Personal Selling Strategy

(PPT)

https://www.youtube.com/watch?v=DEq_k0ccYLU

(Video)

https://yourbusiness.azcentral.com/marketing-strategies-personal-selling-10053.html

(Additional readings)

Session 10 (Project)

Students shall go and collect the data for their project to be conducted.

Session 16 (Case Study Practice)

Sales Aptitude Tests

(Case Study)

Session 17

Training, Motivating, Compensating, and Leading the Salesforce

Chapter 10, 11 and 12 of the book

Training-Motivating-Compensating-and-Leading-the-Salesforce

(PPT)

https://www.youtube.com/watch?v=TpdfWs7BkoY

(Video)

https://www.masterclassmanagement.com/ManagementCourse-SalesForce.html

(Additional readings)

Session 18

Training, Motivating, Compensating, and Leading the Salesforce

Chapter 10, 11 and 12 of the book

Training-Motivating-Compensating-and-Leading-the-Salesforce

(PPT)

https://www.youtube.com/watch?v=TpdfWs7BkoY

(Video)

https://www.masterclassmanagement.com/ManagementCourse-SalesForce.html

(Additional readings)

Session 20 (Case Study practice)

Case Exercise

Modfin Stock Co Caselet

Session 21 (Project work)

Students shall go to collect data for the project

Session 22

Distribution objective/strategy and different channel formats

Chapter 14 of the textbook

Introduction to distribution channels

(PPT)

https://www.youtube.com/watch?v=ALoo4vrKKUw&t=5s

(Video)

https://corporatefinanceinstitute.com/resources/knowledge/other/distribution-channel/

(Additional readings)

Session 23 (Flip class Practice)

Session 24 (Project)

Students shall go to collect the data for the project as per the given format.

Session 26 (Case Study Practice)

Fooddeliver.com and the distribution dilemma

Session 27

Interface and coordination between sales force and the channel partners

Channel Program Management

(PPT)

https://www.youtube.com/watch?v=oBEYA0v_xJE

(Salesforce Channel partnership management)

https://www.salesforce.com/resources/articles/pyramid-of-partnerships/

(Additional Readings)

Session 28

Managing the Channel Members- Channel conflicts and power

Chapter 19 of the book

Channelconflicts

(PPT)

https://www.youtube.com/watch?v=l3AH1jcB8_I

(Video)

https://www.madmarketingpro.com/blog/types-of-channel-conflict-and-channel-power

(Additional readings)

Session 29 

Managing the Channel Members- Channel conflicts and power

Chapter 19 of the book

Channelconflicts

(PPT)

https://www.youtube.com/watch?v=l3AH1jcB8_I

(Video)

https://www.madmarketingpro.com/blog/types-of-channel-conflict-and-channel-power

(Additional readings)

Himona Ceramics (Case Study)

Session 30 (Practice)

Managing the Channel Members- Channel conflicts and power

Chapter 19 of the book

Channelconflicts

(PPT)

https://www.youtube.com/watch?v=l3AH1jcB8_I

(Video)

https://www.madmarketingpro.com/blog/types-of-channel-conflict-and-channel-power

(Additional readings)

Himona Ceramics (Case Study)

Session 31 (Project)

Project Monitoring to be done groupwise

Session 35 (Flip Class-Practice)

Session 36 (Project)

Project Monitoring and review group wise

Session 39 (Practice)

Revision, Doubt clearing and Question answers discussion

MBA (FT) PAPER F-3205- SALES AND DISTRIBUTION MANAGEMENT

Session 40 (Practice)

Session 41 (Practice)

Revision, Doubt clearing and Question answers discussion

Session 42, 43 and 44 (Project Evaluation)

Practice component evaluation shall be conducted

Session 45 and 46 (Practice Evaluation)

Project Evaluation to be conducted

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    Dr Sabyasachi Dey

    Assistant Professor
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    Qualification: MBA (Marketing & Finance), UGC-NET Qualified in Management twice (2012 & 2014), Ph.D (Utkal University) Experience: 7.5 years in teaching with more than 2 years post Ph.D experience Publications: 11 (9 journal articles + 2 chapters in edited books) Dr Sabyasachi Dey is an Assistant professor in the area of marketing. His areas of […]